Swedish Kommuns and Facebook – a quick and dirty review

The other day I was struck by the thought ’I wonder how Swedish Kommun Facebook pages compare’ – so I took a look, and the results are presented here ( a ‘kommun’ is the Swedish equivalent of a British ‘county’ – an administrative region). Before we get stuck in, a few comments on the data:

First – there’s a ton of data missing; I certainly will have missed pages, nor have I spent time looking at how many Facebook pages a kommun might have. Nor have I made any kind of assessment of their overall communication strategy (they may stink at Facebook but throw great parties). I tried to check but it may well be that the pages I understood to be representing the Kommun are entirely ‘unofficial’ and actually administrated by small dogs.

Second – I’ve only looked at number of friends (not a particularly sharp metric) and number of posts left by page friends (a slightly better metric, but I only looked at February). I’ve not looked at comments left on posts (life is too short).

Third –  I’ve not looked at the age of the pages, so the friends metric is pretty useless for figuring out growth rate.

Kommun Facebook Pages – List
Here’s all the data in a spread-sheet. Hat tip to Obiz24 for publishing their survey of Swedish kommuns, which got me off to a good start.

Number of Friends – bubble chart

Facebook Page Friends - Swedish Kommuns

Click on this to get a bubble representation of the number of Facebook friends these Kommun pages had in Feb 2012.

Karlstad Kommun’s Facebook page stands head and shoulders above the others with just over 12282 friends, way more than any of the others I looked at; most struggle to get more than 1000 friends.  No surprise, they also had the most posts left by page friends.

According to Wikipedia, there are 290 Swedish Kommuns, with a massively varying population in each. If one assumes that most of Karlstad’s Facebook page friends actually live in the kommun then they have around 14% of their citizens as friends – definitely a significant communication channel. Not everybody enjoys such success – Eskilstuna, with the second most Friends, theoretically only has 2% of their citizens as Friends.

Number of Posts – bubble chart

Facebook Posts - Swedish Kommuns

Click to see number of posts left on the Kommun Facebook pages, during February.

12 of the Kommuns I looked at have their walls well and truly shut, with no posts allowed. Another 21 Kommun pages failed to get any posts from their friends in February (remember, I’ve not looked at any other months or comments left on posts). Generally, the amount of posts is quite low. Several of the Kommuns have a few ‘activists’ who post several times.

Lots of Numbers – So What?

How do you use this? First, given the large amount of energy often expended on discussing how social media is used in the public sector it’s a provoking reflection that – with regards to the Facebook pages I looked at here – the direct audience (i.e. the total number of friends) seems to be quite low. Second, with a few exceptions the level of engagement (‘shudder’ – what does that word really mean?) is also low – page friends do not seem to post or comment that much.  If you’re investing in your Facebook page then you could maybe use these data as a benchmarking tool, and spot those kommuns which seem to be having success (though it all comes back to your strategy and goal).

Is your page missing? What would make this analysis more useful? Have I made a colossal #fail?  – let me know in the comments box below!

Swedish University Facebook Pages Review – Posts in January 2012.

Here’s the data for January for the Facebook activity of Swedish universities, ranked by the number of posts left on their walls. December was relatively quiet in comparison to January; some pages received more than double the number of comments in January, compared to December.  (December’s data will be presented in a review of the previous 12 months which I’ll prepare next month.) International pages are the most active, which is no surprise, given that this is the main application period. 5 university pages still do not allow posts to be left.

In January, the pages with the most posts were Malmö (112 posts) and Uppsala’s (104 posts) English Facebook pages. Uppsala experienced considerable gains from last month, with an increase in 30% in the number of posts. Lund University’s page is ranked 3rd, with 67 posts.

Malmö University


Uppsala University


Lund University


Linne Universitet


Uppsala universitet


Linköping Universitet


Lunds Universitet


Högskolan i Borås


Umeå universitet


Umeå University


Högskolan i skövde




Malmö Högskola




Jönköping University


Karlstads Universitet




Göteborg Universitet


Högskolan i Halmstad


Mälardalans Högskola


Chalmers University of technology


Högskolan Dalarna


BTH officiell


University of Borås


Linnaeus University, Sweden


Högskolan Kristianstad


Mid Sweden Uni


Karlstad University


Högskolan i Jönköping


Högskolan Väst


Ranking of Swedish University Facebook pages, by posts left by page friends during January 2012 (+/-5)

What’s the Value of this?
Well, that kinda of depends on you. If the aim of your Facebook activities is to build a relationship between yourself and prospective students then you’ll probably want to see lots of posts on your wall. If, on the other hand, you are more interested in profiling your university online then you may be more  interested in comments and likes – though posts will still be important – in getting a more viral effect for your content. So, only a few comments may not necessarily mean bad things (and you may well be being awesome on other channels) but it could equally be a sign that, currently, you have not given any compelling reason why people should connect with you on your wall. In a subsequent post I’ll be showing a simple way of evaluating a page, and presenting the results, to get a handle on the type of posts being left.