Swedish Kommuns and Facebook: Another dirty review


Back in February I published a post which gave a quick, and rather dirty, review of Swedish kommuns and their use of Facebook. I like dirty, so here’s a follow up which looks at the same pages, almost a year later, in December 2012. Before we go any further:

What’s wrong with the data:
– Not every page is included (Nor have I looked at multiple pages from the same Kommun), there’s around 90 Kommun pages included here
– Some kommuns have only opened their walls for posts in the last few months (but well done you!)
– I can miscount stuff
– Facebook’s supposed chronological presentation of posts can sometimes be a little odd
– Page owners can have removed posts

And what’s wrong with the method:
– I don’t include comments on posts from the page
– I don’t control for posts from the same person (there’s more than one page which has a lot of ‘engagement’ from one or two special individuals)
– I have not looked at how quickly questions, comments etc are responded to
– I’ve not even attempted to second guess the stratgy behind the page (is it to drive traffic to a website, or encourage people to comment; for example?)
I have instead looked at the number of likes (yes, yes I know – not a sharp metric), the average monthly growth of likes and the number of posts by page friends.

Here’s a bubble chart showing number of likes on December 19th 2012:

Facebook likes - Swedish Kommuns

Clicking on the image will take you to the clickable chart.

Some clear winners, on the basis of likes. I’ve set up Facebook pages myself (and currently manage one for a client) and likes have never been the best metric. But, but, but – when you’re a kommun you know, roughly, how big your target group is – the number of citizens in your kommun. If your likes are a miniscule percentage of that number, then maybe you’re not really communicating optimally via Facebook.

Here’s a bubble chart of kommuns showing the average monthly growth, of likes, in 2012:

Average monthly growth - Kommun Facebook pages

Click on the image to visit the clickable chart.

Averages are dangerous things, but these data give an idea of what the best, and worst, growth looks like. These data give you no idea whether all the growth is restricted to a few months, or is spread throughout the year. Update: Basically, what I’m saying here is that some pages, indeed, a whole bunch of them; have simply not grown much at all. Others, like Karlstad are gaining likes at an impressive rate. GIven that many kommuns said in a recent survey that they lacked resources to adequately manage social media, this is not altogether surprising.

Bubble chart showing the number of posts left by page friends in 2012:

Facebook page posts - Swedish Kommuns

Bonus – correlation between posts and likes…make of this what you will:

FB likes vs posts

I’ve removed Karlstad’s page as including it sends all the other pages scurrying into the bottom left hand corner while it sits high up in the top right – no question for them that more likes is associated with more posts. There are outliers where lower numbers of likes are associated with still high numbers of posts but, generally, on the basis of these data you could roughly predict the number of posts by looking at the number of likes. Remember, as well, that these data are skewed by pages which may have only opened their walls in the last few months as well as pages which have received lots of attention from one or two people.

What can you do with this data?
No deep insights, I’m afraid, as I’ve got no idea what your particular kommun strategy with Facebook is. However, as most kommuns are using social media to have a dialogue with their citizens (Slide 7, Sveriges Kommun & Landsting) then presumably a low level of posts from page friends is an indication this target is not being met (though you may rock with comments on your posts – I didn’t look at that). Check out what the rock stars from this list are doing and remember, developing a social media presence takes time, patience and more than a little enthusiasm.

You can find my list of data here – if you notice any errors, sorry, entirely my fault and if I can find the time I’ll make this less dirty and more shiny. Here’s the raw data from the last time I did this.

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