I will be writing a detailed case study of what my team and I achieved at Yes Scotland on social media. In the meantime, here are some fun Facebook factettes.
On 18 Sept alone, 268,000 people “engaged” with Yes Scotland content on Facebook (liked, shared or commented on a post). In general, 48% of people who were reached by our FB content (ie who saw it) were female. 44% of people who engaged with it were female.
The two attached screenshots show, first, the top level Facebook numbers, saying we reached 4.6m people, of whom nearly 800,000 engaged. (The number of likes – in the first column – hit 350,000 as polls closed.)
The second one (taken on polling day) shows the dramatic extent to which we reached outside the bubble. It shows how many non-fans our top content reached. (Non-fans are people who had not “liked” the Yes Scotland Facebook page.) The number in col 5 shows the total number of people whose news feeds this content reached. The light orange/dark orange bar shows the proportion of fans (light orange) to non-fans (dark orange) reached. As you can see, the vast majority of people who saw this content were not existing fans. They saw it because fans shared it with non-fans, who in turn shared in on, as it went viral. This demonstrates that we frequently burst out of the bubble.
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