Check out last week’s top 10 over-performing Facebook posts from the 2016 presidential campaigns! This week: Bernie loves his crowds, Hillary loves Chelsea and everyone loves yer mom. Also, note the Clinton video from a town hall discussion in Virginia — a good way to amplify a real-world event and reach far more people than could attend.
The data used to identify the winners is via our friends at CrowdTangle, and remember that these aren’t the top-performing posts in ABSOLUTE terms, since that would almost always be dominated by the pages with the biggest followings. Instead, these are posts that beat the average for that particular page — posts that reset the bar for success for that campaign on Facebook. If you like this list, check our our weekly Top Ten Facebook Advocacy Posts, also compiled with CrowdTangle data.
A special note to our readers-via-email: be sure to click through to the online version of this article to see the embedded posts. It’s well worth your time.
1. Bernie Sanders (6.7x)
2. Hillary Clinton (4.1x)
3. Bernie Sanders (4.0x)
4. John Kasich (3.5x)
5. Bernie Sanders (3.0x)
6. Hillary Clinton (2.9x)[Post couldn’t be embedded b/c it was a profile picture update, taking the same photo as #2 above and combining with the campaign logo]
7. Hillary Clinton (2.7x)
8. Bernie Sanders (2.6x)
9. Donald J. Trump (2.6x)
10. Donald J. Trump (2.5x)
Explanation of the Scoring
These posts don’t represent the most-viewed pieces of content on Facebook (since that would almost entirely end up being dominated by the same small handful of large-audience Pages over and over). Instead, we list the posts that performed the best (using shares as the primary metric) against the organization Page’s OWN average (hence the word “over-performing”). To build the list, we CrowdTangle’s tracking system, which generates an average rate of growth for Pages over time (with at least 50 data points before a Page is scored). So, the "x" numbers listed above specifically represent how many more multiples of shares each post received compared with what the Page’s posts normally get. Note that we set a minimum bar of total engagement of around 500 shares or so.
CrowdTangle is a new tool that helps organizations easily keep track of what’s being shared on Facebook. Organizations can use it to find shareable content around their own issue area or to keep track of what affiliated Pages are posting on a regular basis. Launched in late January, the beta version of the tool is already being used by dozens of leading organizations across the country. If you want to see how it works, watch this short video: http://www.screenr.com/Iv1H
White House photo by Daniel Schwen, via Wikimedia Commons.