Despite a negative story here and there, Facebook still has 500 million users, making it a powerful tool in any marketing strategy. Businesses use it to market their products and attract customers, and bloggers use it to attract readers. Facebook has responded with a range of new metrics, but do these metrics tell page administrators what they need to know?
Some marketers focus almost exclusively on reach – the number of Facebook users that see each post. However, traditional marketing uses other metrics to gauge the success of a campaign and so should social media marketing. If you’re using Facebook to spread your message, start looking at these key metrics.
How many people commented on your post? How many liked it? How many clicked the link in the post? All these numbers are counted when measuring engagement on Facebook.
According to the latest numbers, Facebook users are exposed to 1500 pieces of content every time they log in, but will only like 40 of them. If your content is among this select group, it means your content made enough of an impact to elicit a response from users. If it didn’t, it may be time to change the content you deliver – or the way you deliver it.
Why do videos of soldiers, puppies and babies travel around the web? Because they resonate with people in a way that few things do. Use Facebook to see if your content is generating the same response.
While engagement is important, it doesn’t really help to spread your message beyond your current fan base. Conversely, a post that gets shared in other feeds, or appears in a news story or blog on another site can do wonders for building reach and engagement, both on Facebook and in other corners of the internet.
Share of Voice
A business like Sitech Allegheny should be proud of generating 1000 comments per day on Facebook, but if their competitors are getting 2000 they’re losing the share of voice contest.
Share of voice measures how much chatter in your industry centers around you. This helps you determine whether you’re considered a leading brand or a runner-up in your field. Another way to measure your site’s impact is to assess share of conversation, or how often people mention you when talking about something else, like a holiday or special event.
Not every action is beneficial to your site. Negative comments can hurt your reputation, but that damage can be rectified. The same can’t be said if users decide to disengage with you entirely.
Facebook Insights will tell you how many users are hiding one or more posts, unliking your page, or reporting your content as spam, all of which can hurt your reputation on and offline. The detailed insights will bring to light what kind of content is turning off followers as well as whether you need to tweak your retention efforts.
Facebook’s huge audience has made it a marketing powerhouse. To get the best performance out of it though, you need to know how to measure your impact. The metrics listed above are a good place to start.
Katie Elizabeth is a content coordinator and freelance blogger covering many topics including technology, blogging, WebpageFX SEO, career development, music, nonprofits and more. She focuses in many industries, like real estate, energy, used cat skidders and variable depth pools. She’s also a communications grad student. When she’s not writing, you can find her at a concert or playing with her new dog.