The document compares the performance of posting a police press release about wanted suspects to Facebook as a text-based "Nixle post" versus uploading the suspects' photos. The photo post reached over 3,000 more people, generated over 1,500 more link clicks and interactions, and had a virality rate over 12% higher than the text-based post. The analytics showed that direct engagement and sharing was much greater for visual content like photos on Facebook. Both suspects were ultimately arrested on February 27th.

1. Facebook Case Study
Nixle post vs. Picture post
Saturday, March 16, 13

2. Background
On February 7th @ 11:52 hrs an armed robbery
occurred in Redwood City.
3 suspects entered a residence and held a 79 year old
woman at gunpoint.
One suspect was arrested at the scene, two suspects
outstanding.
Saturday, March 16, 13

3. Background
Police identified the two outstanding suspects.
Police issued a press release via Nixle on February 19th
@ 2:16pm with a photo of the adult male suspect.
The press release was posted to Facebook as a Nixle
post.
At 5:33pm the suspect’s picture was posted to
Facebook.
Saturday, March 16, 13

4. Nixle post to Facebook
Saturday, March 16, 13

5. Total Outreach
613
Organic (liked views) 594
Viral (friend views) 19
Engaged Users
78
18 Link Clicks
Saturday, March 16, 13

6. Talking About
23
15 Likes
14 Comments
3 Shares
Saturday, March 16, 13

7. Virality
3.75%
% of people who created a story from the post out of unique people who saw the post
Saturday, March 16, 13

8. Picture post to Facebook
Saturday, March 16, 13

9. Total Outreach
3863
Organic (liked views) 710
Viral (friend views) 3222
Engaged Users
1720 - 954 uniques stories
1966 Link Clicks
Saturday, March 16, 13

10. Talking About
628
402 Likes
401 Comments
151 Shares
Saturday, March 16, 13

11. Virality
16.26%
% of people who created a story from the post out of unique people who saw the post
Saturday, March 16, 13

12. Summary
Saturday, March 16, 13

13. Nixle Post Picture Post
15 Likes 402 Likes
14 Comment 401 Comments
3 Share 151 Shares
659 people saw this 3,987 people saw this
Saturday, March 16, 13

14. Analytics
Dates analyzed: 2/19/13 to 2/25/13
277 New likes to the page
13,269 people reached
717 unique people who created a story
3,659 unique people who saw story posted by friend
Saturday, March 16, 13

15. Facebook pictures
Facbook is a visual medium
People are drawn to click pictures
More engagement to pictures
Social Media in general is drawn to pictures
Saturday, March 16, 13

16. End
The two outstanding suspects were arrested on
February 27th at the Mexican border.
Saturday, March 16, 13