Social Media Marketing

5 FACEBOOK INDICATORS TO FOLLOW TO MEASURE THE PERFORMANCE OF YOUR PUBLICATIONS

Do you want to measure the performance of your Facebook page? We give you 5 keys in this article.

It often happens that the one who is in charge of the animation of Facebook pages in business feels lost at the sight of page statistics. Indeed, the volume of indicators and the terms used are often unclear for marketers.

So, of course, you know that only what can be measured can be improved. However, you also know that too much information kills information.

So what are the indicators that need to be measured? This is what we will endeavor to decipher here.

1: THE REACH OF PUBLICATIONS

What is the scope?

Post reach is defined by the number of people (fans of the page or not) who have seen one of your posts.

This audience is what is known as the “organic” audience, which means that Facebook records both direct views (friends of your page) and indirect views (friends of your friends who have been exposed to the publication through the interaction of one of them with one of your publications).

Where to find this indicator?

The reach indicator is available in the Statistics interface of your page, Publication section.

Why measure the reach of publications?

Reach is certainly the most important indicator for a page.

Indeed, it is he who will make clear the impact of your publications on your audiences and therefore allow you to measure their relevance.

The idea behind the scope is to break the “glass ceiling” of the size of your community.

If you have 1000 fans on your page and your reach is greater than this number, then if the post is good, you will be recruiting new fans at a lower cost (without advertising, therefore).

However, recruiting an audience must be done qualitatively. Indeed, recruiting a mass audience by offering flashy content often leads to disengagement, which will hide the publications or not interact with them.

The consequence? Facebook’s algorithms will consider your content as “unwanted”. They will automatically limit the scope of your speeches, thus cutting through the heart of your fan base without distinguishing true fans (those who have a real interest in your content) from others.

Reach per post is the key indicator of the health of your Facebook page.

The better your content, the better your fans and the more audiences you will gain!

2: COMMITMENT

Definition:

Here is the definition of engagement according to the social network: “the number of people who clicked anywhere on your publication”. Therefore, we must understand: Like, comment, share, click on a link, view the video, click on a photo, the name of a person mentioned, who liked a comment but also who gave negative feedback by reporting your posting as spam.

After reach, engagement is the number 2 indicator to follow!

If reach tells you how many people have viewed your content, engagement tells you how many people have interacted with it.

Also, engagement has a more concrete side than scope. If 1,000 people have seen your post, the only way to know who took the time to read it is to measure engagement.

Where to find this indicator?

To find your engagement metric by post, go to Statistics in the same place as Post Reach.

You will find the number of people who have engaged on your content in the right column, “Reactions, comments, and shares”.

However, you will need to add up the number of clicks on the publication and the number of reactions, comments, and shares to know your volume commitment.

Why is this important?

As we said, it’s not all about being “seen” a lot on Facebook; the challenge is to offer content that triggers your audiences’ interest. Thus, our advice is not to measure the gross engagement but rather the engagement rate, which we obtain by the following formula:

(Engaged users / Users reached) x 100

Using this formula, you get a stable number that allows you to compare posts with each other.

I grant you, doing this operation is tedious for those who offer a large volume of content. Please don’t panic; you have a tab that lets you measure it all.

3: YOUR OPINION LEADERS

Definition:

Unlike engaged Internet users, opinion relays share Internet users who liked, commented or shared your publication.

This interaction will cause a message to be broadcast in the Internet user’s news feed.

This way, his friends will see that he signed up for your page, thus giving him credit.

When we know that the average number of friends of Internet users on Facebook is 180, we see here a great opportunity to expand your potential audience!

Where to find this indicator?

Here again, go to your Statistics interface in the same place as for Posts, and this is then the default indicator presented by Facebook. Too simple!

Why is it important?

It is the indicator of virality. It answers the question of how many people in your community can spread your word.

4: CLICK-THROUGH RATE

What is that?

Here is the indicator you are probably the most used to! Click-through rate has been used on the web for years to measure the effectiveness of an email marketing campaign, banner ad, or search engine advertisements through keyword recognition or placement. Highlighted on some pages.

Facebook offers the same functionality. This indicator will therefore give you the number of people who have consumed what you had to offer them by clicking on the link, the video, or by enlarging a photo.

Where to find this indicator?

Still, in the Statistics, publications tab, by clicking on one of your publications, you will find the number of Internet users who clicked on your content.

Why is this important?

It is important to know how many Internet users have been submitted to your post.

It’s good to know how many were interested enough to click, act, and engage.

Isn’t it even better to know how many people were interested in really paying attention to the content offered? Yes? We agree. This is measured by the links clicked, the videos watched, the photos viewed.

This is the indicator of real interest in your content. Could you pay attention to it?

5: NEGATIVE FEEDBACK

What is that?

It is quite simply a negative connotation action on one of your posts.

This can be an action taken by the Internet, such as “hide the publication, ” “no longer follow the page,” or even hide everything on the page or, worse yet, report your content as spam.

Where to find this indicator?

Still, in this famous Statistics / Publications page, go to “Reactions, comments, and shares”, then click on the drop-down menu and select “Hidden publications, All hidden publications …”

Why is this important?

Quite simply because Facebook attaches great importance to this indicator.

In concrete terms, negative mentions ultimately impact your publications’ reach because the social network no longer considers them to be “relevant” to your audiences.

Thus, we must keep this indicator as low as possible! But as with any engagement indicator, it should be brought back to other publications and therefore expressed as a percentage of which here is the formula:

(Number of negative comments / Users reached) x 100

Note that using this percentage, the average negative feedback rate on Facebook is 0.1%, but it can go up to 0.7!

CONCLUSION:

The extraction of quantitative data and your Facebook page’s performance is a good way to start thinking about your online presence strategy and the match between your targets’ expectations and the content offered.

Do you want to promote your business in the social world? Are you seeking persuasive Social Media Marketing Services? Touch base with us. We offer Social Media Marketing in Pakistan at an economical price.


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