Nonprofits sometimes are thought of as second-class citizens: small organizations with inadequate budgets for PR. That may be so, but they can do pretty well when it comes to consumer engagement with their posts on at least two social media platforms.
Last week, courtesy of Shareablee data provided exclusively to PR News, we looked at the 20 brands with the most consumer engagement on Twitter during the third quarter of 2017 (PRN, November 14, 2017). A nonprofit, ACLU Nationwide, led that list by some 2 million consumer actions over the number two brand, Netflix. In all, 6 of the top 20 were nonprofits.
Moving to Facebook this week, the Shareablee data shows nonprofits doing quite well again. The leader, as you can see, is PETA. There are five nonprofit organizations in this top 20 listing, with the majority of the rest being B2C companies. Last week, on the Twitter list, B2B brands were shut out. It’s the same this week.
Looking at brands, PETA’s 6.4 million consumer actions represent a 41% increase vs Q3 2016. Through a minor growth in fans, PETA also managed to increase its actions per post by 21%, says Shareablee’s Ron Lee.
Red Bull, a perennial social media powerhouse, the number 2 on this list, saw a devastating 52% drop in actions compared to Q3 of last year. This occurred despite an increase of 88% in the number of Facebook posts it created.
Netflix (US) took third despite a 23% drop in the number of its Facebook posts year over year. The brand registered an impressive 169% rise in consumer actions and a 247% increase in consumer actions per post, however.
BarkBox & Lenovo are a a study in efficiency. It took 901 pieces of content for BarkBox to garner some 4.6 million consumer actions. It took Lenovo just 121 posts to register nearly the same amount of consumer engagement.
BarkBox and Lenovo each absorbed a 40% drop in consumer actions compared to 3Q’ 16. Of course, each also posted 40% fewer pieces of content on Facebook than they had during the quarter in 2016, Lee notes.
Of the top 20, the biggest gainer in consumer engagement was H-E-B, a Texas grocery chain, up 700%.
