Interpreting
Metrics to Enhance
Business Marketing Tulsa, Oklahoma Call Now: - 1-800-670-2809 Website: - www.viralseoservices.com
www.viralseoservices.com www.viralseoservices.com
To find out what works best on your Facebook page, it is very important to track and measure the results of your Facebook marketing efforts. Typically, Facebook marketers focus on two main metrics for tracking the performance of their page - Post Reach and Page Likes. Though marketers should be aware of these metrics, it is more important to know how many fans your posts reach, how many of them you engage and the kind of clicks that your posts receive. To find useful stats you would need to look at Facebook’s improved web Insights in more detail. Let’s look at how you can interpret Facebook metrics to enhance your marketing.
Steps to Export Insights Data Click ‘Show’ option at the top-right corner of your page to open the admin panel. You can close the admin panel by clicking the ‘Hide’ at the top-right corner of your page Click on ‘Insights’ from your Admin Panel Click the ‘Export Data’ button at the top right part of your page You will get a pop-up menu with boxes for ‘select data range’, ‘select export’, ‘select data type’ and select ‘file format’
www.viralseoservices.com
Select ‘New’ export. You can either keep the default date range or expand it as needed. Download both page-level and post-level data (you need to download each one separately) by clicking the ‘Download’ button
Key Metrics in the Post-level Export File Number of Fans Reached
- The typical Facebook marketer considers
total post reach or organic post reach numbers as total number of fans reached. They divide that number by total number of fans to get the percentage of fans reached. This is a wrong step. Look at column T of the Key Metrics tab: Lifetime post reach by people who like your page to find the number of fans reached in your post-level export file. Subtract the total in column V for Lifetime paid reach of a post by people who like your page from column T to measure the number of fans you reach organically.
Number of Fans Engaged – It’s
not just about reaching your fans. You
have to understand whether your content interests your audience. This is can be done by measuring how many people clicked on your post. Column W in the Key Metric tab tells you about this.
www.viralseoservices.com
Keep in mind that this is not the number of people who commented, liked or shared your post, though this number is included. An ‘engaged fan’ is defined as anyone who clicks anywhere on your post and generates a story about your post even if this action is not the result of a click. The last five columns of the Key Metrics tab - Fan impressions, Fan reach, Paid fan impressions, Paid fan reach and Engaged fans - provide information about your fans.
Post Consumers and Post Consumption – Users who click anywhere on your post regardless of whether it generates a story or not are ‘Post Consumers’. This may include commenting, liking, sharing, clicking photo, clicking link, playing video, expanding description, expanding comments or clicking the profile of commenter. The click itself is ‘post consumption’. These totals can be found in Columns O and P of the Key Metrics tab.
Though both consumer and engaged user include any click, when a story is generated without a click, it is included under engaged user instead of consumer. Facebook breaks consumer metric into types of consumptions; this does not apply to the engaged users metric.
Link Clicks
- If you check the second and third tabs of the post-level export
data, you find they break down types of consumers and consumptions. You can find link clicks, photo view, video play and other clicks (any post click other than those mentioned earlier). In addition to fan reach and overall engagement, it is important that you know link clicks stat. If the goal of your social media marketing campaign is to drive traffic to your website and you receive a hundred likes without a single link click, you may not succeed. You should consider link click metric as starting point and always cross-reference traffic numbers with URL parameters or link shorteners for tracking the traffic from your posts.
www.viralseoservices.com
Key Metrics in the Page-Level Export File Positive Feedback
– Among the final seven tabs of page-level export file,
six are dedicated to positive feedback which include Daily positive feedback by type (users), Weekly positive feedback by type (users), 28 days positive feedback by type (users), Daily positive feedback by type (total count), Weekly positive feedback by type (total count), 28 days positive feedback by type (total count). They used to be called Talking About This and Stories. The positive feedback is measured by the number of likes, comments or shares (‘links’ in export file) generated by user while engaging with your Facebook page.
If you can’t track which post received most comments, likes or shares, you can still evaluate the overall impact of your Facebook page with this metric. It also helps to counter ‘negative feedback’ positively.
Though all the metrics discussed here are crucial for your marketing efforts, you can use one or all of them depending on your specific goals. However, the most important thing is to efficiently trace the relevant metric that provides you with meaningful data, do that the results can be used to enhance your Internet marketing strategies. A professional SEO company that has a dedicated team can help you make the most of your Facebook marketing with proper measurement of the relevant stats.
www.viralseoservices.com