Is Social Media measurable? that, and ‘Whats the best time to post‘ are the two most common questions we get asked, there are many opinions on both but the overriding rule is ‘one size does not fit all’ firstly you have to work out your objectives, knowing what you want to achieve will ultimately give you the measurable results you are aiming for.
Facebook provides plenty of tools to help you measure engagement and awareness for your brand when you create a Facebook page, ths is a quick run down of them following a logical path.
The Facebook analytics tool is a great resource that you can automatically access when you create a page. It allows you to track the number of likes, engaged users, viral reach and people talking about your content. Insights is viewed in graph form so is very easy to read and analyse.
Likes are the easiest and most visible way of judging how aware people are of your brand. You can use Insights to view the source of the likes such as page, mobile, photo etc.
People who ‘Like’ your brand are showing you that they are interested in you and want to engage.
Being able to see what people are clicking through gives you a picture of which of your posts get the most interest. the sortable column allows you tailor content to your audience which in turn increases awareness.
People talking about this is exactly what it says, the graph shows how many people have interacted with your page/post. By liking, tagging, sharing or checking in they are creating a story path which is shared with their friends.
This is one of the most important metrics to track, it shows you how many unique people have seen your content. Reach is a key revenue driver for digital marketers, in fact a study by Datalogix found that campaigns that maximised reach had a 70% higher return on investment.
Going further than just Reach above, Viral Reach shows the number of people who have seen your content from ‘sharing’ ie. from liking, commenting or sharing your posts which are then shared by their friends.
The figure (%) is the number of people who have taken one of those actions as a percentage of the total number of people who saw the post.
These tools are made available to help page creators measure awareness on Facebook , do you use them to measure your fans involvement with your brand?