I see posts on lots of social media blogs with weekly updates on the most successful Facebook Pages or types of Facebook Pages (example below) and they always include the same metric: number of fans (now called “Connections”). Likely this is because that number is the most public metric to compare but a little digging into the engagement on a Page came tell you a lot about its success.
You would never measure the success of a retailer by how many people entered the store or the success of a services company by how many people visit the website so why do people get to lazy with Facebook? Here are the metrics that really matter in a successful strategy and while fan count is one of them it may not be your most important.
Reach metrics
- Number of fans/connections
- Number of Facebook mentions
- Photo and video views
- Page views
Preference
- Number of “likes” of wall post and content
- Number of positive/neutral wall post and comments
- Number and engagement of fans on brand wall posts and content
- Number of positive/neutral fan photos and videos shared
- New fans versus removed fans
- Unsubscribed fans versus resubscribed fans
Action
- Application interactions
- Application shares with friends
- Petitions signed/pledges taken/badges downloaded
- Clicks through to another site
- Purchases made (through Facebook or through tracked clicks)
These are just some examples of the metrics and is not meant to exhaustive. The main point is that you should look at the entire journey- awareness to action- and establish goals and objectives for your presence instead of simply number of fans, especially because some Pages (cities, TV shows, etc.) have an obvious advantage of being on a user’s profile.
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