Biodiversity.aq statistics part I: Facebook

Biodiversity.aq statistics part I: Facebook

With biodiversity.aq we try to be active on different social media platforms as one of the channels to communicate with target audiences.
In this way we do not only provide Free and #openaccessto #Antarctic#biodiversitydata but also to the people behind the project J.
Our public online library on Mendeley allows people to find and submit publications related to the AntaBIF project.  Furthermore Bruno is quite active on Twitter and of course we have our facebook-page and the SCAR-Marbin group.  In this post we would like to present you some usage statistics for our facebook-page.

 Why social media?

There are a number of reasons to be active on social media. They form a cost-effective tool to engage an online community in an immediate and direct fashion. This allows us to have a real time dialog with the community, giving us the opportunity to respond directly to issues and opportunities.  With a simple post or tweet we can keep people up to date with our project and notify them of new publications and products. In short Social media allows us to start a direct dialog with our community, effectively forming a community of enthusiasts.
Let’s have a look at our facebook-page statistics from the 11thmay up to 21st august 2012. Mind the sometimes Strange Facebook statistic lingo!

A steadily growing community

 

Currently we have a loyal community of 123 ‘likes’ and only 1 ‘unlike’. These ‘likes’ are the people that like the page itself and as a result receive updates. If we assume a logaritmic increase this would mean we’ll have 150 likes by then end of 2012. If we consider all the Friends of our fans we can potentially reach more than 35 000 people.

Good demographic coverage

Age and Gender demographics of people that like our Facebook page
Our community is equally dived between male and female enthusiasts. Looking at the age distribution we see most ‘likes’ come from the 25-34 age group. As a matter of fact the distribution among age groups is quite similar to the overall usage of Facebook per age group. With the notable exceptions that the 18-24 year olds are relatively underrepresented and the 35-44 year old age groups is slightly overrepresented in our demographic. This indicates that we have a good online connection with early to mid career scientists.

Continued effort

 
What does this graph show? Daily Page Post is the number of post me made ourself on our page, Daily page stories is the total daily number stories that created about our page. Finally the Total Daily Reach is the daily number of people have seen any content associated with our page.
Comparing the number of daily page post with the daily stories and reach we can see some import trends. Much like any other relationship, our relationship with our community needs to be maintained. If you don’t post items, people won’t publish stories themselves and as a result you wont reach anybody.
The highest reach (337 unique people) to date occurred shortly after the launch of the page, probably fueled by the novelty of our page. Since then the overall reach has declined somewhat. During the SCAR OSC conference we actively shared news from the conference and during this week we managed to reach more than 650 persons.

Not the only tool

These numbers suggest that we manage to reach a considerable portion of our audience and that they are responsive to important events. However since not everybody actively uses social media, we should not forget other communication channels. Contributions to newsletters (EBA, Belgian Biodiversity Platform,…) allow to reach an audience outside of planet Facebook. For this reason we remain active in organizing workshops and attending conferences….. By using social media we can enhance the visibility of these activities to a broad audience.
Feel free to leave us a comment!!

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