Do You Know How to Track Your Facebook Results Using the Right Metrics?
Facebook provides analytics that enable you to gain insight into some great metrics. Some of the key indicators of success include, likes, comments, and shares, but you also want to look at other metrics as well. Look at how many people are viewing each one of your posts, but are not viewing them as a result of a like or share. These types of viewers are organic. You also want to look at your viral views that come as a result of an action promoted through a friend. When you focus on how many fans you’re generating from each post, it gives you perspective on what’s working and what’s not.
When you’re starting a new social network or if you want to get some perspective on what you can write about in the future, look at your shares and likes from each post. One of the things we do when working on a new campaign for a client is to analyze all of the competition. Look at the themes that people are commenting on and sharing. Chances are that if it’s working for your competition, it will likely work for you as well. For example, we were working on a campaign for a beer company. We analyzed their key competitors and outlined the consistent topics that people were commenting on, such as how they were going to enjoy their weekend, beer recopies, etc. We then took those themes and developed content based on topics that we knew performed well in the past and tested various posts. As a result, we were able to shorten the learning curve and drive results for our client in a shorter period of time.
Engagement is a good metric to track, which is the number of people that are interacting with your content. The figures you’re shown for this in Facebook are related to how many people clicked on your posts. Keep in mind that these clicks could have been generated from anywhere, such as your photos or even comments. It’s great to have your Facebook content read, but it’s vital to get viewers to interact in some way even if it’s just a “like”. If you have several posts, it’s beneficial to know which ones are drawing more engagement.
You will also see a “people talking about this” metric in Facebook. This particular metric is the combined number of actions such as a like, share, or comment. The click through metric is worth analyzing because it gives you a clear picture regarding who’s interested enough in your content to follow through with your post’s call to action. It may be to click on a link or watch a video, for example.
One metric you may not be keen on seeing is the negative feedback. Nobody enjoys looking at negative results pertaining to their content. It can be valuable to you, though, as an indicator of what’s creating a negative response. Take it as a positive resource that is pointing out a weakness that you may not have been aware of.
If you have any questions about the importance of Facebook metrics or reporting, please be sure to leave us a comment below.