So, you have a Facebook page, and you’re making posts. Great! How will you know if you’re wasting your time? What are you going to track to make sure this isn’t just a giant pain with no tangible results?
The answer, my friend, is metrics!
But what metrics matter? There. Are. So. Many. If you’ve ever opened up the Insights tab on your business page, you know what I’m talking about. It can be a bit overwhelming.
As marketers, we know that posting on Social Media is beneficial and important, whether you’re doing it for branding or to boost sales — it’s a really hard thing to track. With that in mind, what information do you need to give your decision makers to show them what you’re doing matters? Or if you are the decision maker, what do you need to give you the energy to keep posting?
We’re here to help with the top 5 metrics you’ll find beneficial to pay attention to.
Before we get started, there are many different tools to help you look at metrics like Cyfe, Loomly, Hootsuite, Buffer, or any worthy scheduling app, and each platform has their own metrics too, like Twitter Analytics or Facebook Insights. As you’re reading, keep in mind we wrote this with the the most common platform and the tool they put right at your fingertips in mind: Facebook Insights. Get there from the menu across the top of your business page, click on “Insights.” Make sure you’re aware of the date range you’re looking at, found at the top of the page under the menu.
How many posts did you make this month? (or tweets or whatever) Posting consistently and sticking to your goals is essential to keep your metrics meaningful. If your post frequency is erratic (a lot one month versus not at all another), then your comparative data won’t be particularly useful. Need to set a goal for posting but don’t know where to start? Two to five times a week is a reasonable goal. Also take a look at your competitors or an account that you admire and see what they’re up to!
If your engagement is fluctuating a lot, first thing to check out is how often you’re posting. Large fluctuations in post quantity can affect the way your audience interacts (or is even presented with) your content. Quality is still job one. But monitoring your output is the first step to developing a useful data-set you can use to self monitor and improve.
Building quality posts is a HUGE topic. Let’s not go down that rabbit hole today— just a few quick reminders before we move on….
Starting easy! Page likes and follows….
How many followers did you get this month? (AKA friends, likes, fans…)
Page likes are great—that person said they think you’re cool. We like followers better. Your followers want to hear more about you. They want to see you in their news feed. These followers are the people that will drive the rest of your metrics. Need to set a goal for followers? Take a look at competitors and other businesses comparable to yours who are active on Social Media.
What can you do to get more followers? Here are the top 5 easiest ways to get more followers:
What is that exactly? Engagement is anything anyone does on a post you made. All kinds of interactions with your posts are valuable.
They’re all valuable, but what’s the MOST valuable? All of it! I Promise.
Engagement is what tells the social media platforms algorithm that your content is useful, and said algorithm shows useful content more often. To say it plainly — when people engage with your content, their friends and followers are more likely to see it (this is called viral reach and viral impressions) and engage with it, and then their friends and followers are more likely to see it, and on and on, you get the idea.
This boosts your engagement in the most obvious way. Someone shares it to their page or in a group so their friends can see it.
Sometimes people tag their friends in the comments. Sometimes they talk directly to your business. Make sure you interact with your commenters so they keep commenting.
Post reactions can also convert into page likes/follows, if you ask them to. Facebook business pages allow you to ask people who have liked your post to like your business page. Asking for likes this way has a 15-20% chance of success, so your mileage will vary. It’s particularly useful when starting out, or on pages with smaller followings.
Clicks can be tricky and vague. It doesn’t necessarily mean they went to your website. A click literally means they clicked on something, anything, related to your post. That can be a click on a link you posted, a click to your Facebook profile or the profile of someone you tagged, an Instagram profile, or a click to expand a video or a photo in your post. A click can also be (and I know we already counted these earlier and that’s what makes clicks so tricky) a like, a comment, a share. But, with a few clicks of your own, you can find out what people are clicking on!
Now that you know what engagement is, how do you tell if yours is good or bad or ugly? You’re probably not going to like this answer—engagement varies by business. I wish I had a magic formula for you, but the best way to tell is to take note of your engagement rate right now and monitor it over time for drastic fluctuations (to find your engagement rate, divide the number of engagements by your reach—side note: we’ve noticed in our research that engagement rates tend to be lower for pages with a lot of paid reach).
Post quality and post quantity are both important to look at when you see engagement rate swings. If you really need a goal, take a look at your competitors and comparable business pages. You can’t get to their insights, but you can see how many reactions, comments, and shares their posts are getting.
Impressions tells you how many times was your content was displayed/seen, regardless of what they did or didn’t do when they saw it, or scrolled quickly past it. One person can count for multiple impressions. High impressions and viral impressions are both a result of good engagement. The engagement not only shows the content to more people, it also keeps your post in the feed longer because it’s deemed important.
Reach is kinda similar to impressions, kinda. Reach is the number of unique people or devices who/that “saw” your content (“saw” as in the post appeared on the screen in the person’s feed…we can’t guarantee the person’s eyes really, truly saw the post…If we could, we would be making a killing in the social media psychic world!)
Just like viral impressions, viral reach is a result of good engagement. The main difference between the two? Impressions can happen multiple times for the same person and content, while reach only counts each person one time over the time period you’re reviewing, no matter how many times that person sees your content.
Impressions metrics are typically bigger than reach. Much bigger. But like most things when it comes to online marketing, it can depend on other factors like the size of your following, the Facebook algorithm….Mercury retrograde….shoe size? Well, maybe not the last couple…
Impressions and reach are more metrics that can be hard to set goals for and you’re better off monitoring for fluctuations. And if you’re not happy with either number, boosting your post can get more eyes on it in no time. But beware, boosting your post can get you better impressions and reach, but it can lower your engagement.
In summary, everything is connected…
Consistent Posts = Increased Followers = More Impressions = Better Engagement = Higher Reach = More Impressions = Increased Followers = Better Engagement = More Impressions = Better Reach… and into infinity.
And all those new followers, impressions, reach, and engagement (hopefully) benefits your business and gives you energy to keep posting!
If I lost you on the benefits, the part about your brand, or the energy to keep post thing, don’t be afraid to reach out to us—we can help.
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