A quick study into creating posts that have potential to go viral, and posts that reduce reach and engagement in NGO-related pages.

1. FACEBOOK VIRALITY
UNICEF MOZAMBIQUE
10-July-2012
Virality - “The percentage of people who have created a story from
your Facebook Page post out of the total number of unique people
who have seen it”.

2. TOP4POSTSBYVIRALITY
Date Range: 17-May-2012 to 1-July-2012

3. TOP4POSTSBYVIRALITY
Virality: 34.66%
Date: June 12, 2012
Time: 11AM-1PM time slot
Strategy:
1- Use key date to create
awareness in key issue
(World Against Child
Labour)
2- Use strong visual picture
(minor edits to sharpen and
highlight more the children)
3- Show 2-3 key data to
support the information
4- Share it on Groups
talking about same content
(Child labour)
5- Send email to key
Facebook pages in
Mozambique about the
posting (2 online portals
picked up)
6- Focus on local language
and offer translated version
as first comment

4. TOP4POSTSBYVIRALITY
Virality: 21.84%
Date: June 16, 2012
Time: 12PM
Strategy:
1- Use key date to create
awareness in key issue
(Day of the African Child)
2- Use strong visual picture
(minor edits to sharpen and
highlight more the children)
3- Ask people to engage
with post by posting
message at the end
“SHARE and SUPPORT this
cause”
4- Share it on Groups
talking about same content
(Disabilities in Africa)
5- Send email to key
Facebook pages in
Mozambique about the
posting (1 online portals
picked up)
6- Offer link to full article to
channel more visitors to
website (35 people clicked)

5. TOP4POSTSBYVIRALITY
Virality: 11,91%
Date: July 1, 2012
Time: 4PM-6:30PM time slot
Strategy:
1- Once a week (Saturday or
Sunday) we post a Photo of
the week with a strong key
message from our website
and a link to that section
2- Identify top topics on
website (use Urchin to look
what search terms drive
more visitors to website) –
Identified Education and
Hiv/Aids
3- Choose and edit strong
picture
3- Share it on Groups
talking about same content
(Education in Africa)
6- Sunday/Saturday we
identified as the most
crucial day of the week to
post strong messages and
also get more engagement
from users (we post only
once and on one of our 2
time slots)

6. TOP4POSTSBYVIRALITY
Virality: 11,27%
Date: June 25, 2012
Time: 11AM-1PM time slot
Strategy:
1- Use key date to create
awareness in key issue
(Mozambique Independence
Day)
2- Use strong visual picture
(minor edits to sharpen and
highlight more the text on
the picture)
3- Congratulate our
Mozambican supporters
and Show key information
on what happen this day
(UNICEF open first office)
4- Share it on Groups
talking about same content
(Mozambique groups)
5- Send email to key
Facebook pages in
Mozambique about the
posting (1 online portals
picked up)
6- Focus on local language
and offer translated version
as first comment

7. BOTTOM4POSTSBYVIRALITY
Date Range: 17-May-2012 to 1-July-2012
WHY THEY FAILED?
1- Copy-Paste link from microsite/website/blog
2- NO strong visual picture
3- TO much text
4- USED random Facebook picture it selects from external link
5- USING Twitter-Facebook plugin, so when we tweet it appears on Facebook page,
we have since de-activated this
6- Didn’t asked for action/engagement from fan
7- Didn’t find appropriate Groups to join and share
8- Some topics were not related to monthly theme (ex: inserted at bloggers
request)
9- Some posts were posted outside of time slots

8. www.facebook.com/unicef.mozambique
Virality
“Median virality rate for Facebook Pages: 1.92%”