Last week, as a part of our “giving back in Southeast Asia” series we published a piece profiling the Soi Dog Foundation. They’re a group in Thailand doing great work helping stray dogs (and other animals) and are funded totally by donations. Nice work!
The charity pieces tend to get very few reads on Travelfish and this was no exception. But, as you can see from the screenshot below, the story got quite a few likes — 3,894 according to Facebook.
It wasn’t till the author of the piece let me know that the Soi Dog Foundation had shared the piece on their Facebook page, that this made more sense. Afterall, they have around half a million “fans” on Facebook. Sure enough, when I look at the piece on their Facebook page, there are the bulk of the likes — 3,580 of them.
I got all excited, expecting a tonne of (well 3.5 tonnes to be exact) readers on the story on our site. But, it seems I was barking up the wrong tree.
The above screenshot is from Google Analytics and shows ALL traffic to the story — not just from Facebook. The busiest day saw 313 reads.
What does this mean?
It means that one shouldn’t see Facebook likes as some kind of proxy for web traffic.
It indicates, that at least in this case, the vast majority of readers (90%) liked the post without reading it.
Perhaps most importantly, it means that a story displaying a badge saying it has x number of likes is largely meaningless. (We’re removing them in the redesign).
Lastly it means all stories you publish to Facebook should include a photo of a cute dog.