Analyzing a Facebook Page

As a marketer, it's always important to run a critical eye over your work, look at it from a consumers perspective, and understand how you can improve. One of my current marketing tasks is to manage the Facebook page for the Greater Vancouver Orienteering Club. Here is my analysis, and notes on what I need to improve on.

I first signed out of Facebook, and looked at this site as a first time visitor would. I need to update the cover photo, as the one at present is not quite in focus, and has been up for about 2 months. The profile picture should be more zoomed in, so it is more legible. Also, the photos for each of the apps should be updated, as the welcome page does not even have a proper photo. All of these details are important, because they are the first items a person will look at before they even see the content, and will create the first impression.

This is what users see currently when they log on to the Orienteer Vancouver page

In terms of content, my posts are fairly regular; one every 1-2 days. The new addition of being able to schedule posts has made managing content way easier, as I can set posts to appear around 6pm when I am at school/work/out running, but this ensures that when our fans log on in the evening or early morning to check their Facebook (heaviest usage times), my post will be near the top of their feed. I should look at posting content everyday, rather than every 2 days.

Most of the content is promotion of our upcoming events. As we hold at least 1 event per week, this is understandable. However, the event information links are usually just text and a link to our website, which has no image. I will look in to adding an image of each park we visit to the event page of the website, so an image will appear on Facebook. This should give more visual appeal to the posts.

I will also look in to adding a better variety of content, such as sharing information on other running races in Vancouver (as many of our members are also runners, bikers, or engage in other physical activity). I currently follow Canadian Running Magazine and Get Out There Magazine, but I should look for more local running clubs and sites to follow.

In terms of interaction, most of our posts either have likes or comments. I noticed 1 comment that went unanswered, and have corrected this. I could increase interaction by engaging users after a race and encouraging them to share information on what routes they look, or issues they had with the map.

Overall, I am pleased with the way our Facebook page looks and feels, however, I would like to increase the amount of interaction. I will act upon the suggestions above over the next week, and analyze, using the Facebook Analytics system, to see if increases engagement and interaction.

Please take a look at the Greater Vancouver Orienteering Club Facebook page, and leave a comment if you think there's something else I could work on that I have not covered above.