By Amanda Guisbond (@agbond)
Yesterday, NPR shared findings from a survey of more than 40,000 of its Facebook fans about – naturally – their Facebook/NPR preferences and habits. Results of the survey were shared via the media outlet’s Go Figure blog. Go Figure is NPR’s “Audience Insight & Research Group” blog, the goal of which is to provide a forum on how NPR conducts research on its followers – and a pretty cool way to motivate them to respond to surveys!
Beyond some of NPR’s Facebook survey findings that could probably only/mostly be applicable to NPR listeners – i.e. 3 out of every 4 NPR Facebook fans listen to NPR on the radio – following are broader takeaways I found interesting and relevant to the use of Facebook for business and in particular, by media:
- 3 of every 5 respondents (60.7 percent) said they get most or all of their news online and three-quarters of them (74.6 percent) agree Facebook is a “major” way in which they receive news/information from NPR. Conversely, only 51 percent agree Facebook is a “major” way to receive information from news organizations in general.
My take: A media outlet like NPR, that does a solid job of updating its Facebook page with relevant news information in real-time, is considered a more valuable resource to its target audience than those outlets that do not make their news as readily consumable for their Facebook fans.
- 84 percent of NPR Facebook fans regularly read the links the outlet posts. Not without coincidence, the majority of NPR’s Facebook fans (96 percent) access Facebook on a daily basis.
My take: If you build it, they will click. People are already on Facebook – it’s a part of their daily routine. So, if they take the time to “like” you, and you post content that’s relevant to their reason for “liking” you (i.e. not a crappy contest that causes them to “like” you once and then hide you), they will visit and re-visit your content.
- NPR readers/listeners are interested in a wide range of topics – except sports and “rich people.” NPR listed out various story types and asked its Facebook users to select what they wanted to see more of, less of, or about the same amount, from NPR moving forward. For example, respondents wanted more “health, music, media, and Internet/social media” stories from NPR.
My take: Here-in lies the golden ticket for NPR – what type of content to focus on/build-out in an effort to retain its target audience. Clearly those answering the survey are more likely to be NPR brand loyalists and therefore invested in NPR’s success. These are the people any business wants to make happy and keep around.
- Users don’t think the number of “likes” on a Facebook post will make them more likely to click it. Only 11.8 percent of respondents to the NPR survey said more “likes” on a story would make them want to read it. NPR said it was surprised by this finding.
My take: Can that actually be true? Or do people not want to admit, consciously, that popular opinion inclines them to read online content? What do you think? Do more “likes” draw you to a story? Why/why not?