The key to managing a Facebook page is to understand what works on your Facebook page. And you do not need to be an expert on Facebook Insights, but it’s important to know the performance of your fanpage, why it works that way and what you can do next.
Facebook offers us many metrics, but no todas las métricas son KPIs – indicadores clave de desempeño. Por ejemplo, aumentaste tu número de fans durante los últimos 30 días, ¿pero qué significa esto para tu negocio? o tal vez tus publicaciones tienen más comentarios y shares, ¿por qué?
In fact, the most important question would be: why should this information matter to your boss or your customers?
Desde nuestra trinchera, podemos ver claros ejemplos de lo que funciona en Social Media… y lo que no. Como parte de nuestro servicio a todas las agencias y Community Managers, te invito a reconsiderar las métricas que incluyen en sus reportes.
I present 8 metrics that you should consider as KPIs within your Social Media reports, especially Facebook.
La mayoría acordamos que el número de fans en tu página de Facebook no es la métrica más importante, pero eso no significa que debas ignorarla.
No sólo muestres el número de fans, incluye el contexto de cómo llegaste a ese número. Cuántos fans nuevos tienes y cómo se obtuvieron (por ejemplo: tu estrategia de contenidos, una promoción, Facebook Ads, etc.) Cuántos fans perdiste y por qué los perdiste (por ejemplo: calidad del contenido, frecuencia de publicación, etc.) ¿Cómo te fue en los meses anteriores? ¿Hubo mejoría o empeoró en términos de crecimiento de fans? ¿Qué papel juega el alcance orgánico y el alcance pagado en esto?
Este tipo de preguntas van más allá de las métricas de vanidad y marcan el inicio de entender a la comunidad que rodea a una marca.
Do you know where your fans come from? Not from the demographic point of view, but in terms of reference traffic. Facebook Insights tells you exactly where the new “I Like” come from: From an ad, an invitation to give “Like” your page, a mobile device, from “suggested pages”?
Check your reference traffic regularly , and you may be surprised. For example, if you assume that most people who have “Like” your page, it was because they came directly to your page, and then you realize that it is because of the content that appears in Newsfeed. Do not guess what happens on your page, better be sure.
The fact that you have lots of referral traffic from multiple sources (your newsletter or website, for example) does not necessarily mean that you can control your community’s growth or engagement.
If you’re measuring referral traffic, it’s also important to measure visits to your Facebook Insights page . You will also notice if you have a rebound in the visits to your page that you did not expect (for example: your Facebook page was mentioned on a website)
It’s 2015. It’s time to get rid of the tabs you do not use on your Facebook page.
You’d be surprised to know the number of pages I’ve seen with broken links, outdated images or contests that ended since last year. People will see the eyelashes if they are from a computer (never by the mobile). Unless you have something valuable and exclusive to share with your fans, it’s time to say goodbye to the tabs.
You can quickly find the tab that brings you the most traffic when downloading your statistics, choose the “Page Data” option and the file looks for the “Daily Logged-in Tab Views”
Check the tabs report regularly, especially if you want to know which tab works and which ones attract the most attention from users.
Do you remember the golden age when Facebook reported viral range?
You can find Facebook’s definition of ” created history “, but in summary: viral range is the number of people who saw a publication because one of their friends has interacted with it. Unfortunately, Facebook removed this metric, but you can still find it in some Social Media tools like Agorapulse.
Share this number to show the effects of your content – how many people are interacting with you, thanks to your community? It also measures the organic scope to see what is influencing it and on what path it goes. Do the same with the range paid. If you do this regularly and show it to your customers or boss, it will be easier to justify investing in ads. Just be sure to explain what each of them is (organic, viral and paid)
You can also compare these key metrics, such as reach or engagement with the industry average through the AgoraPulse Barometer . It is a free tool and always will be. Take a look and compare your metrics with those of other industry professionals.
How many comments do you have to answer regularly (response rate) and how long does it take you to answer them? If you have a customer service team that answers questions on social networks, you are probably already using a tool that will help you respond quickly and efficiently to these comments. Usually, these tools have statistics on response rate, response time, and similar metrics.
Be sure to measure this frequently. It will give you an idea of how efficient your team is when answering questions from your customers.
There is a phrase that can summarize what is the Negative Feedback “You are not a gold coin to be good to all”. And it’s true, your content should not be everything to everyone. There will be times when people will react negatively to your content by hiding one of your posts, reporting it as spam or failing to follow your page (“I Do not Like It”).
Facebook registers these actions and lists them in the metric “Negative Feedback” (more of this metric, here ). Monitor the “Negative Feedback” to find out why your audience feels this way . You may find that there are certain topics that do not work with your audience, and you may not find it directly in the comments section.
Do not obsess about the comments and “I like”. Before, when the PTAT (People Talking about It) was in its prime, many Community Managers focused on this metric to demonstrate how effective their content strategy was. Fortunately, Facebook eliminated this metric in 2014. That Facebook did this, it’s a good thing. This shows that the important thing is to focus on individual elements that can be added to other metrics (such as PTAT), rather than blindly depending on them.
An alternative is to compare your best publications vs your worst publications. Do not be afraid to include the worst publications: add context, why these publications did not work, what you learned from it, and what you will do to achieve better results.
Use multiple metrics to know the actual performance of your content – success can not be measured with a single metric.
Take your time to evaluate the metrics that work for you. Also, to understand what each of them is about. Including, engagement vs. consumption of publications ).
There are excellent tools you can use to help you with your Facebook analytics. You can find some suggestions here ).
The good news is that if you are already an AgoraPulse customer, you can download professional Power Point reports that include all the key metrics we talked about in this article. The graphs help you explain these metrics. If you are not yet an AgoraPulse customer, you can take a free trial and see these features for yourself. Start your free trial today! https://agorapulse.wistia.com/medias/k0ht9wi2tp