Executive Summary: Our audience sees us as a blog they can trust to provide the most relevant information and insights, as well engaging content. Through our social media channels, we’ve provided our audiences with timely information and insights in an engaging way. The posts, tweets, and conversation on social media provide our audiences with the necessary information to make informed decisions.

We’ve begun several initiatives including reposting relevant blog content for a new audience and focusing on audience engagement that connects with our brand.

Social Followers:

Facebook: 232,212Twitter: 55.3KInstagram: 4,799

Social Stats for 2017 (through May 31, 2017)

FACEBOOK

*Post engagements counted: Total of comments, reactions and shares

MONTHLY AVERAGES:

Impressions: 10,452,975Post Engagements: 86,534Link Clicks: 94,696Engagement Rate: 1.96% (above 1% is considered good)

There was a total of 1,320 posts published on the page resulting in 473,479 clicks. This is an average of nearly 359 link clicks per post.

GROWTH:

IMPRESSIONS & REACH

 

Date Range Impressions Users Reached

August-December, 2016 13,505,648 5,745,173

January-May, 2017 52,264,878 23,096,916

Comparison of the last five months in 2016 (August-December) finds tremendous growth in both impressions and reach. The page continues to trend upwards.

POST ENGAGEMENTS & LINK CLICKS

Date Range Reactions Comments Shares Clicks TOTALAugust-December, 2016

29,126 3,975 6,750 255,433 295,284January-May, 2017 212,250 15,437 204,985 473,479 906,051

Comparison of the last five months in 2016 (August-December) finds tremendous growth in all engagement types. The significant increase in shares indicates that our posts are resonating with the audience and that an increased audience is seeing our content.  

The significant increase in link clicks indicates that Facebook is increasingly driving traffic to the content on our blog.

MONTHLY AVERAGE: 31,300 new fans

Date Range Paid Likes Organic Likes Net LikesAugust-December, 2016

36,568 6,410 41,806

January-May, 2017 155,120 7,170 156,503

With a continued focus on reaching new, relevant audiences through effective paid campaigns and engaging content, we have seen a tremendous growth in our Facebook audience.

DEMOGRAPHIC OVERVIEW

Our Facebook fans comprise more women than the general Facebook audience. We’ve also been able to attract a larger 35-54 audience than the general Facebook audience.

Based on demographic and interest data based on purchase behavior, brand affinity and other activities, more of our audience fits in the “Getting Established”, “Corporate Connected” and “Top Professionals” lifestyle groups than the general Facebook audience.

Our audience is largely married and college-educated. Additionally, the percentage of our audience that has completed graduate school is much higher than the general Facebook audience.

67% of our audience are in the “Management,” “Business and Financial Operations,” and “Healthcare and Medical” fields. This makeup is much larger percentage than the general Facebook audience.

Our audience tends to have a higher income than the general Facebook audience.

72% of our audience are homeowners. Our audience are primarily credit card users.

Posting frequency is up, as we have focused on a combination of blog content, engaging videos and other posts (questions, polls, quizzes), as well as curated content.

POST TYPES: Focus on engagement, reach, and link clicks

Sharing Curated Content (like this video) works to engage our audience.

Sharing Our Blog works to engage our audience.

This post engaged the audience in four ways (headline, subhead, post, engaging visual), leading to a high engagement rate of 15.6%.

Since video is given such high priority on Facebook, we’ve started posting original videos and going Live!

We’ve worked to increase the reach of our blog content.

This post utilized an engaging image and compelling copy to reach 57,991 people!We’ve increased our post frequency and continue to write and share timely news and promotions. We’ve also began repurposing older blog content that is still relevant, reaching a new audience and getting even more relevant clicks to our blog!

This post shared timely news, generating 4,708 clicks.

SUMMARY: Both our paid and organic campaigns have increased our Facebook presence tremendously, as we have created an impassioned community that relies on us for timely news and information presented in an engaging way. We have been posting more frequently with a focus on driving relevant traffic to our blog. We’ve begun several initiatives including reposting relevant blog content for a new audience and focusing on audience engagement that connects with our brand. These initiatives will continue to grow our Facebook community.

TWITTER

MONTHLY AVERAGES:

Impressions: 839,200Engagements: 1091Link Clicks: 20,480New Followers: 776Engagement Rate: 2.71% (Average engagement for the top 25 brands was around .07%)

GROWTH

IMPRESSIONS, ENGAGEMENTS, & CLICKS:

 Date Range Impressions Engagements Clicks TOTAL

August-December, 2016 4,305,000 5,449 106,000

January-May, 2017 4,196,000 5,455 102,400

We average over 20,000 clicks per month with most driving traffic to the blog. We have increased our tweeting frequency and have started an initiative to retweet relevant blog content to reach and engage a new audience. In May, this initiative resulted in 1.2 million impressions and 25,000 clicks.

FOLLOWER GROWTH

From August 2016-May 2017, we have gained 9,070 new followers.

DEMOGRAPHICS

We are engaging largely with males ages 25-44.

Our audience earn incomes of $150K and above.

Our audience is largely in the “Professional/Technical,” “Health Services,” and “White Collar Worker” categories.

76% of our audience buys premium brands!

We are engaging with married homeowners.

TWEETS

Engagement

Sharing Our Blog

This tweet engaged the audience with effective copy and an engaging image, leading to a high 11.4% engagement rate.

Starting Conversations:

The above Tweet led to several responses:

We further engaged each of them with a personalized direct message asking them if they’d be interested in being a part of our ‘Reader Success Story’ series. Three said yes!

IMPRESSIONS

7,036 impressions; Our audience loves our giveaways and we love rewarding them for their loyalty!

CLICKS

592 link clicks – Sharing breaking news and valuable updates continue to drive the audience to our blog.

SIGN UPS

Our followers know us as a trusted source on how to build and use miles and points for “Big Travel with Small Money.” They ask us questions and appreciate our advice.

Readers and followers like Marco value our insights. He applied and was approved for a particular card we wrote about!

We engaged reader Jeff in a direct message conversation, and he used our affiliate link to sign up for a card!

SUMMARY: We have increased our tweet frequency and our focusing on repurposing blog content that will engage a new audience. We are also utilizing questions, polls, and other engagements to gain valuable audience insights and increase awareness/excitement for our ‘Reader Success Story’ series.

INSTAGRAM

OVERVIEW

Monthly Average of +210 followers

FOLLOWER GROWTH

Follower growth is trending upwards.

POSTS: Focus on engagement and travel inspiration.

Summary: We are focusing on growing the audience and gaining user-generated content that we can utilize and share. We are working to accomplish this goal by running a photo contest for a gift card.