How is your Facebook page doing? Is it giving you the right ROI? Are you targeting the right audience? Is Facebook worth the effort? You face such questions every time you justify your social strategy to your clients or boss. To be effective in your boardroom, you need to arm yourself with facts. To defend your strategy, some Facebook metrics are indispensable. Here is a list of 7 important Facebook metrics to win your boardroom debates.
Actions on Page
Facebook has been testing different call to action buttons on its business pages. Their latest update also points to the same direction. According to this update, you can integrate with third party apps to generate custom CTAs. All these updates would be futile if you couldn’t track them. ‘Actions on Page’ is an effective way to understand what’s happening on your Facebook page. This Facebook metric gives you the details of all the interactions that happen on your Facebook page.
Tracking ‘Actions on Page’ Facebook metric is essential to understand if your brand is breaking new grounds. The content you publish through your page gets you in front of your intended audience. If the content is engaging enough, your audience will be curious about you. You can take this analysis further by checking who searched for what based on the age, gender, country, city, and device. This gives you a detailed report of your Facebook strategy and whether or not it’s targeting the intended audience.
According to Facebook, the number of unique people who were shown your post through unpaid distribution is organic reach. Organic reach is necessary as you understand the strength of your content through this metric. With Facebook’s algorithmic timeline, the average number of posts that appear on a timeline is 300. These 300 posts are shown from a total of 1500 posts. This means that only one out of every 5 Facebook posts actually makes it to the timeline. So before you start investing in ads, try to get your content strategy right and improve your page rankings. Once you see your organic reach increasing, it is time to start investing in ads. Focusing on organic reach gives you social context. If you see your friend like a business page, it gives 50% more recall and 35% higher online sales fit, according to Facebook.
Keeping a close eye on your competition is vital for your social strategy. Benchmark your competition’s Facebook pages to see how they are performing. Your competition targets the same audience that you do. Identifying their strategy saves you time in figuring out ways to reach your audience. Try to see the kind of posts they publish and the response they get. This will help get your content strategy straightened out. Do an in-depth study to get a leg up on your competition.
When it comes to important Facebook metrics, post engagement is the most important data. Using this report, you’ll understand if your content is invoking the right reactions from your audience. Detailed post engagement reports give you the count of all the individual reactions your post has received. Though ‘angry’ reaction is not counted as a negative feedback, you can use the reaction count to see how your competition’s post is doing too. Is there some post that’s not working for them? Can you leverage that to your advantage? Come up with compelling campaigns based on insights from this report.
Top Engaged Posts
After just 150 minutes of posting on Facebook, the post would have received 75% of all its impressions. The lifespan of a Facebook post is less. This should not discourage you from posting content on Facebook. It is tough to generate fresh content, especially for startups continuously. In that case, content has to be republished in a timely manner to fill the gaps. This involves using the old posts again in an effective manner to get the most out of them. You cannot just use any post from the past and republish it. Use the posts which have performed well and plug them into your content calendar. Get the top engaged posts and use these posts to get the maximum out of your Facebook strategy.
It is Halloween season, and a lot of brands should be launching their Halloween campaigns around this time. Are they going to be effective? Do you have a substantial US audience among your fans? How do you decide if you have to run the campaign on Facebook or not? Also, it’s Diwali time in India. Should you run a Diwali campaign on Facebook too? To answer these questions, you need to know the location of your audience. Is location enough? What about the gender and age group? This data will help you get the messaging right. You just cannot ignore this Facebook metric when you are planning to roll out seasonal or holiday campaigns.
Are you aware of the number of people talking about your brand? Can you barge into a conversation where your brand has been mentioned? In short, can you monitor your Facebook reputation? Tracking mentions is an essential Facebook metric as it helps you get feedback about your brand. Tracking your brand’s mentions on Facebook allows you to, promote your product directly, get a sense about your brand, identify leads and monitor our brand image in general.
There are a lot of tools for tracking these Facebook metrics which you can use. A social media manager has to have these Facebook metrics tracked correctly to plan and execute a comprehensive strategy. Let us know if you have found any other metrics that has added value to your strategy. Tell us in the comments section below to start a discussion.