Do you know how your brand’s Facebook Fan Page is doing? Really doing?
Here’s a simple way to establish a baseline to figure it out.
I’m a big fan of keeping metrics as simple as possible.
So i’m only going to give you the one’s that are the most actionable. You can measure weekly or monthly metrics but we’ll measure by month to make it simple. Here’s a simple rule to go by: If you can’t explain exactly how the metric your measuring ties directly into your main goal, you shouldn’t be measuring it.
The analysis covers:
- Engagement
- Exposure
- Influence
- Conversion
Engagement: How well your brand is interacting with your existing fans (e.g. ‘likes’)
- Monthly volume of on-topic
- Comments
- Wall Posts
Exposure: How well your brand is reaching new fans.
- Monthly growth rate of new fans
- Monthly Unique page views
Influence: Who and what does your audience pay attention to?
- Monthly active users
- What content was shared the most over a time period?
Conversion: Is your audience doing what you want them to? e.g. Your Goals
- A goal can be converting Facebook fans into new customers, increasing customer satisfaction, downloading an ebook etc… whereas,
- Metrics for Converting Facebook fans into new customers could be: Link click-thru’s from your Fan page to your website measured w/ an URL shortener.
- Metrics for Increasing customer satisfaction could be: Monthly number of customer service questions successfully answered on Facebook.
- Metrics for Downloading an Ebook would simply be the Number of ebook downloads from traffic on Facebook.
Take Facebook metrics with a grain of salt. They are notorious for being inaccurate. If you try to measure them against your Google analytics you’ll find that to be true over and over again.
They are best used to establish a baseline and check monthly or weekly progress.
For more info and a deeper looking into measuring social media, check out this post by Social Media Examiner where I found some metrics for this method.
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