One of the most significant, but often overlooked, benefits of social media marketing it is the ability to tune in and get an idea of what people are saying about your brand, as well as about competitors, in order to formulate a more strategic and targeted marketing program.
The analysis
How ministries communicate on Facebook
by Pier Luca Santoro
02 Maggio 2022
Listening to and monitoring social media also allows the analysis of social dynamics given that their penetration, and in particular that of Facebook, is almost equal to that of the use of the Internet. And in fact, these days Meta announced that plans to provide external researchers with more information on political ad targeting on Facebook and Instagram and update the listing library with more information starting in July.
Social media is effectively the largest focus group in history and is always active, 24 hours a day, 7 days a week, giving access to constant feedback on its brand and sector. For some time now, Meta has recognized DataMediaHub as a research institution (thank you), and therefore has granted us access to CrowdTangle, the analysis platform owned by Meta itself, which normally allows its use by large publishing companies and, precisely, research institutions.
The performances on Facebook and Instagram of the football teams in the 2021-22 championship
by Pier Luca Santoro
24 Maggio 2022
CrowdTangle has the great advantage of going very deep fishing social platforms of the Meta “family”. Thanks to this tool we analyzed the conversations on Facebook, in Italian, within Fanpages, public groups and verified profiles, which generated greater involvement from January 1st to May 29th this year. A phenomenon emerges which has particularly struck us and which we believe is of interest. This is the Facebook page “Life is like this”
The page in question, according to information made available by Facebook was created in July 2011 and is run by three people. It currently has just under 152,000 followers. A not laughable but not extraordinary number of people who follow her. Well, by analyzing the conversations on Facebook, in Italian, within fan pages, public groups and verified profiles, of the eleven posts that generated the highest number of interactions, and therefore the highest level of engagement, in the period considered, well nine are on the page.
These are posts mainly with a religious background, where faith is associated with relieving people’s suffering. Posts that get an extraordinary level of engagement, both in absolute terms and even more in relation to the number of followers on the fanpage. The first post for engagement is from last March 6 and gets just under a million likes and other reactions (love and care), the incredible figure of more than 1.3 million comments and over 29 thousand shares.
The February 26 post, which is pinned at the top of the page, also makes incredible numbers: more than a million likes and other reactions, 803 thousand comments and almost 100 thousand shares. In a period in which social networks are often associated with “hate speech” and “fake news” it is a pleasant surprise that belies the prejudices of many. It is also an interesting look at the transversality in the use of social media and on the desperate need for comfort on the part of large sections of the population of our country.
