09-27-2023 Council Packet - Laserfiche WebLink

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Meta Business Suite (Facebook and Instagram) allows for several insights to be generated for both platforms. To provide a trend analysis, staff compared year-over-year trends for the timeframe of July 17 to September 21 in Table 2 through the “reach” analytic. Reach is defined as a metric measuring organic or paid distribution of content, including posts, stories and ads. It also includes reach from other sources, such as tags, check-ins and Page or profile visits. For purposes of analysis, only organic (not paid) reach is included. Table 2 – Organic Reach from July 17 – September 21 Year Facebook Reach Instagram Reach 2021 285 57 2022 7,373 174 2023 16,568 866 For the same time frame, organic reach from 2022 to 2023 increased by 131%. As of July 27, staff has been utilizing additional tools to manage social media posting. This has allowed for better reporting, and overall planning. Table 3 outlines the number and type of posts per platform. Posting responsibility is shared between the Community Relations Manager and Recreation Coordinator for parks specific events such as the Farmers Market. Table 3 – Social Media Efforts by Type and Platform Platform Type Number Completed Facebook Facebook Post 86 Facebook Facebook Reel 4 Facebook Facebook Story 16 Instagram Instagram Post 54 Instagram Instagram Reel 4 Instagram Instagram Story 18 LinkedIn LinkedIn Post 3 Total 189 Friday Update – Le Petit Canadien E-News On July 28, staff launched an internal edition of the new electronic Friday Update – now known as the Le Petit Canadien E-News. This platform continues to gain subscribers, with 57 subscribers to date. In analyzing performance of electronic newsletters, the benchmark for measurement is “open rate,” which industry wide averages between 15% and 25%. Currently, the Le Petit Canadien E-newsletter is averaging at 91.15%. Table 4 outlines the open rate for each e- newsletter sent. This rate is likely to change as additional subscribers sign up.