- Facebook engagement has increased over the last 3 months compared to the previous quarter, with higher reaches, likes, and shares. The most popular posts discussed Enbridge's Line 5 and pipelines. - Twitter engagement has decreased, with fewer new followers, tweets, and interactions compared to the previous quarter. Strategies proposed to increase Twitter presence include linking it to Facebook and using hashtags. - The report analyzed Facebook and Twitter analytics between April and July 2015 to evaluate social media metrics and demographics of followers on both platforms, and made recommendations to improve engagement.

1. Sierra Club Michigan Chapter
Social Media Report to ExCom
Submitted July 8, 2015
By Legislative Intern Tim Minotas, Communications Intern Courtney Bourgoin, and Legislative
and Political Director Mike Berkowitz
Definition of metrics:
Facebook
Total Reach: The number of people who were served any activity from your Page including
your posts, posts to your Page by other people, page like ads, mentions and check-ins.
Reach: The number of people your post was shown to.
Impressions: The number of times your post entered the screen for a Facebook user.
Post Engagements: The number of actions related to your Page's posts as a result of your status.
Twitter
Engagements: Total number of times a user interacted with a Tweet. Clicks anywhere on the
Tweet, including retweets, replies, follows, favorites, links, cards, hashtags, embedded media,
username, profile photo, or Tweet expansion.
Engagement rate: Number of engagements divided by impressions.
Impressions: Times a user is served a Tweet in their timeline or via search results.
Link clicks: Clicks on a URL or Card in the Tweet.
The data in this report is measures activity between April 10th, 2015 and July 6th, 2015
Topline Summary
Facebook
Overall, our Facebook has gained popularity over the last three months in comparison to
the first quarter of the year, achieving higher reaches, likes and shares on aggregate. Links to
videos, news articles, action alerts/updates, were the most popular types of posts. The most
popular topic with highest hits/reach/Engagement was Enbridge’s Line 5 and Pipelines in general.
Women continue to make up the vast majority (69%) of our Likes. People from Detroit make up
the largest portion of our likes, with Grand Rapids in second, and Lansing in third. People ages
35-44 make up the biggest portion of our likes (17%), with 45-54 (14%) and 55-64 (14%) the
next highest.
Twitter
When it comes to Twitter—our presence is almost non-existent. Since the last report,
our twitter activity has diminished for the most part. Since the last report the number of
new followers, the number of times our followers engaged in a tweet (engagement), and the
number of posts to our twitter page have all dropped. We did see an increase in the number
of times our tweets showed up on another person’s feed (Impressions). When it comes to
demographics, the statistics have remained the same. The majority of our followers are
male, and most of followers are located in the cities of Detroit, Grand Rapids, and Lansing. A
suggestion to increase our activity is to link our twitter page to our facebook page, so that all
facebook posts also get posted to twitter.

2. Facebook Page
Page Likes
-124 new people have liked our page since April 10th.
-Our Facebook page had 3,897 likes on April 10th
-Total Page Likes as of July 6th, 2015: 4,021
- We had 15 people unlike our page
- The majority of new ‘likes’ came from people who were on our page or through page
suggestions.
Page Reaches
-Shows the total of organic reaches from April 10th, 2015-July 6th, 2015
-The highest number of total reaches came on May 27th when 16,389 saw our posts.
-Organic reach is the number of unique people, fans, or non-fans who saw any content about
your Page in their News Feed, Ticker or on your Page. This does not include paid/promoted
posts.

3. -Shows the average number of total reaches from the first period (April-May) and the
averages from this period (June-July 6th).
-The total combined average between April and July 6th is 1,312 reaches per day.
Posts
 Time
-Most of our fans are online between the times of 10:00am and 9:00pm.
-Peak online time for our fans is between 7:00pm-9:00pm.
-The times at which we get the highest number of reaches and engagement (likes, shares,
comments, and post clicks) is between 9:00am and 12:45pm
- Saturday’s are our highest day of fan activity on the page
 Post types

4. -Shows the success of different post types based on average reach and engagement from
April 9th-July 6th. Shared video had the highest Average Reach and Engagement.
-Trends: Links to videos, news articles, SC action alerts/updates, were the most popular
types of posts.
- Most popular topic with highest hits/reach/Engagement: Enbridge’s Line 5 and Pipelines
in general
 Top 3 Published Posts with the most reached and engagement between April 10th and July
6th thus far:
Date Published Post Type Target Reach Engaging
 Total number of posts we have made from April 10th-July 6th
-180 total posts
People
 The type of people who like our page

5. Shows the percentage of people who like our Page for each age and gender bracket, based on
the data people entered on their personal profiles.
-Women still make up 69% of those likes, while men still only make up 30%.
-People from Detroit make up the largest portion of our likes, with Grand Rapids in second,
and Lansing in third
-People ages 35-44 make up the biggest portion of our likes (17%), with 45-54 (14%) and 55-
64 (14%) the next highest.
- People ages 13-17 make up the smallest portion of our likes (less than 1%), with 18-24 (4%)
the next lowest.
-Our page has gotten 1,700 visits between April 10th and July 6th
Statistical Comparison Between the Two Most Recent Quarterly Reports
FACEBOOK ACTIVITY ANDREACHES ARE UP IN THE LAST 3 MONTHS COMPARED TO THE
PREVIOUS QUARTER
Page Likes
We got 1 less Page like this quarter compared to the previous quarter
Page Unlikes
Page unlikes are up by 8 (7 unliked fromJanuary to April, 15 unliked from April to July)
Reach
Average reach is up to 1,312 a day from April to June, compared to 787 per day from January to April
Timing
Highest times of reach are consistent with the previous quarter and seem to be the late morning/
early afternoon (9 a.m. to 1 p.m.)
Types of Posts
Links to news articles and Michigan Chapter action alerts have the largest association with most
amount of reaches, whichis consistent with the previous quarter.
Geography
Detroit, Grand Rapids and Lansing are the places where most likes come from, whichis consistent
with the previous quarter.
Facebook strategy ideas:
 Weekend, late-morning/ early-afternoon engagements were the most successful. Focus on
these times.
 Finding recent news articles that mention the Michigan Chapter or relate to the issues we
are focused on in that time period. Recent news articles are found by going on Google and
hitting the news tab. Searches in the news tab included key words like: “Michigan
environment, Michigan Sierra Club, Great Lakes, Michigan environmental issues, etc.”
 Posts that reached the most people involved placing blame on parties for environmental
issues in Michigan (failure of government action, corporations like Enbridge, factory
farms, etc.)- People commented on and shared these posts the most. Negativity and
persuasion to take action work the best as appeal strategies.

6.  Chapter and volunteers need to submit more letters to the editor, these were shared and
popular among our top posts
 Focusing on clicking “Invite” to every person who liked our posts to increase our overall
likes on the Facebook page.
 Replying to user’s comments with more information and further links can increase our
reach.
 Using personal pronouns: We (talking about something the Chapter did), You (For action
alerts) were associated with our top reached posts.
 Areas of improvement: cleaning up posts, some scrolled through had typos and
excessively long links that can be taken out, higher quality photos (larger) with captions
explaining what’s going on in them

7. Twitter Page
Twitter Followers
-We got 106 new followers since April 10th.
-We started with 1,579 on April 10th.
-As of July 6th, that number has increased to 1,685
Types of people following our page:
-69% of our followers are male; 31% are female.
-People from Detroit make up the largest portion of our followers, Lansing in second and
Grand Rapids in third
Total number of page visits between April and July 6th
-683
Tweet Activity
-We published a total of 10 tweets from April 10th – July 6th
 Impressions:

8.  Engagements:
*In this 88 day period wehad*
1. An overall engagementrate of 0.4%
2. 15 total link clicks
3. 52 total retweets
4. 42 total favorites
5. 9 total replies

9.  Top 3 Tweets
Statistical Comparison Between the Two Most Recent Quarterly Reports
Twitter Followers
January 1st-April 9th: 131 new followers
April 10th-July 6th: 106 new followers
Types of people following our page
January 1st-April 9th: 66% male, 34% female.
April 10th-July 6th: 69% male, 31% female
Total Number of Page visits
January 1st-April 9th: 694
April 10th- July 6th: 683
Number Tweets Published
January 1st- April 9th: 21
April 10th- July 6th: 10
Number of Impressions
January 1st- April 9th: 14,900
April 10th- July 6th: 23,800
Number of Retweets/Favorites
January 1st-April: 52 Retweets, 22 Favorites

10. April 10th-July 6th: 52 Retweets, 42 Favorites
Strategies for Increasing our Impact on Twitter
-Link our twitter page to our facebook page, so that all facebook posts also get posted to
twitter.
-Tweet at people (reporters, legislators, other organizations) and use hashtags.
-Monitor notifications and respond to twitter interactions.
-Integrate our twitter handle with AddUp campaigns.
Method for putting this report together
By Tim Minotas
In this report, I used analytic data that can be found on both our Facebook and Twitter
pages. Most of information and all of the figures are credited to Facebook and Twitter analytics—
but only page administrators have access to this information. The data represented in this report is
from activity between April 10th 2015 and July 6th, 2015.
For Facebook, I broke it up into four different sections—Page Likes, Page Reaches, Post,
and People. Twitter was separated into two sections: Twitter Followers, and Twitter Activity.