Written by Sébastien Gendreau

janvier 15, 2014 at 9:02

6 statistiques Facebook pour mesurer les performances de vos publications

Do you feel lost when you look at your Facebook page statistics? Well, you’re not alone. The volume of indicators is gigantic and many terms used in insights are blurry for most of us. And even though the new version of the Facebook Insights has brought a better one, there is still room for improvements.

As a marketer, you know that only what can be measured can be managed (and improved). And you are right. So whatever the complexity, we must make sure to measure our performance on Facebook. But you also know that too much information kills information. So we have to measure only what we can improve. And for that too, you are right.

To help you measure the performance of your Facebook page, I recommend that you focus first on the indicators that relate to publications. These indicators are the only relevant measure of the performance of your content. Fan growth can be manipulated, just like the daily or monthly audience. And if you base yourself on your page’s indicators such as growth or audience, it will not be too complicated to make up a bad page into something that looks pretty good-seen from afar. On the contrary, this form of manipulation is much more difficult to do with the indicators on publications.

 

Facebook indicator # 1: Scope on fans

What is it ?

The scope on the fans is the number of fans on your page who have seen any publication. This audience is a part of the “organic” audience, which means that it records direct views , not the views generated through a friend (such as Like, a share or a comment on the publication in question). These indirect views that are the result of a friend’s action are saved as ” viral views” .

Where to find it?

The fan scope indicator is now available in the Facebook statistics interface (previously it was only available by downloading an Excel file). See below.

Screenshot 1

The “Fans reached” flag is easy to spot in your Facebook Insights. In the Publications menu, click the arrow on the top left and select “reach: Fans / Non-Fans”. Then, scan each graph to see the audience indicator for each publication.

Why is this important?

The reach on fans by publication is probably the most important indicator. This is the key indicator that links your content, your audience and the quality of it.

An audience recruited through a flashy competition (or worse: generated in mass by sites whose practices are as questionable as their effectiveness) will quickly hide your own publications in the hubbub of comments. Then, if these fans do not unsubscribe on their own, their lack of interest in your content will cause the ruthless Edgerank to automatically unsubscribe them and thus to decide in the heart of your audience.

The reach on fans by publication is therefore a key indicator of the health of your Facebook page. The higher the quality of your fans, the better your content and the more you will gain from the audience (and vice versa).

 

Facebook indicator # 2: the organic audience

What is it ?

The organic audience is the number of people, fans or non-fans, who have seen a given publication on your page. As for scope on fans, the organic audience only registers direct views – those that are not views generated through a friend (these are counted in viral views). The real difference between audience reach and organic reach is that it includes views by people who are not fans of your page but who have accessed it directly or seen it Its content through a widget (eg a Like button on your site or blog).

Where to find it?

The organic audience is simple to spot through the Insights interface of your page. Click Publications, and scroll down until you see the reach for each publication. Hover over the graphics to see the number corresponding to the organic audience. I agree, it’s three clicks for each publication, but at least you no longer have to download the Excel file or lose yourself in its countless rows and columns.

Screenshot 2

Once in the Insights interface, click on the number of people affected by a publication and hover over ‘Organic’. This gives you the organic audience for this publication.

 Although we can not see the scope on fans in the Facebook interface, the organic audience indicator can be used as a substitute, although in some cases it may show significant differences with our # 1 indicator.

In the two examples below, we see the differences between these two indicators ranging from a few percent to over 80%! So before showing blind confidence in the organic reach indicator , make sure it does not diverge too much from the scope on the fans, the latter being the most relevant.

Screenshot 3

The difference between organic audience and reach on fans can vary very significantly from one page to another. In the two examples above, it can be seen that for two different pages the difference ranges from 5% to 110%! Before you rely on the organic audience rather than the reach on the fans, check the gap between the two.

 

Why is this important?

This indicator # 2 may replace the span on the fans only if the average difference between the two is not too high.

Otherwise, this can help you identify how to improve the visibility of your content. For example, an organic audience that would be very close to a reach on fans means most of the time that people do not see your content if they are not already fans of your page. This could be the consequence of a lack of marketing and communication to send traffic to your page. If you have a website, a blog or a newsletter … or if you have very little difference between fans and organic audience, it probably means that you do not attract ” non-fans ” on Your Facebook page.

If this is your case, try to better promote this page on your other channels and you will see increase the organic audience.

 

Facebook indicator # 3: the commitment

What is it ?

Facebook defines engagement as ” the number of people who clicked anywhere on your publication “. This means a Like, a comment or a share, but also people who have seen a video, who clicked on a link, on a photo, on the name of a person mentioned, who liked a comment, clicked on a Page mentioned and also who gave negative feedback by pointing your publication as ‘non-compliant’.

Basically, this is the second most important indicator after reaching the fans. The scope on the fans tells you how many people have seen your content, the commitment tells you how many people have acted on this content.

In a sense, the commitment is even less ” virtual ” than reaching fans. If 1,000 Internet users have seen your content displayed, you have no way of knowing how many of them have spent time reading it really. With the commitment indicator, if 1,000 Internet users clicked on your content, 1,000 Internet users clicked on your content. There is no mystery and no half measure.

Where to find it?

To find your commitment indicator by publication, go to the Insights at the same location as for the organic audience. The number of people who have ‘committed’ to your content is in the Commitment column. To get total commitments, however, you must add the number of clicks and the number of Likes, comments and shares.

Screenshot 4

The “Engagement” indicator is simple to spot in your Facebook Insights, just in the publications menu.

Why is this important?

If you want to seriously measure the performance of your page, the commitment indicator is probably the second most important, whether it is for the active engagement of the user who makes a comment, a Like, who shares … or the “passive” commitment of someone watching a video, zooming in on a photo or clicking on a link.

It’s not enough to be much ” watched ” on Facebook. You need to make sure that you offer content that triggers a form of interest. This is the measure of the commitment indicator.

Expert advice: When you measure engagement, do not be obsessed with the raw numbers shown by the Insights . The only way to understand this indicator and to compare the publications between them later is to compare the number of people involved with the number of people affected (for the fans) for a given publication. Exactly as described in the formula below:

Screenshot 12

To be able to compare the indicator of engagement between several publications, the only way is to draw percentages. Thus, you get a stable number publication after publication that allows to benchmark between publications. If you rely on the raw commitment numbers you will never know if a good commitment is due to the quality of a specific publication or if it was simply disseminated to more people.

You end up with a percentage that gives meaning to the raw statistics because it takes into account the distribution of the publication and allows the comparison between several publications.

Screenshot 5

Putting in place these percentages allows a truly relevant comparison between publications. In the example above, it can be seen that the publications with the most commitment (19,041 and 15,320 visitors) have a different performance. One represents 23.3% of the audience (huge!) And the other only 7.4% (barely average).

 

 

Facebook flag # 4: Internet users who talk about it, or storytellers

What is it ?

The “Storytellers”, who were called “users who talk about it” in the old version of the Insights are the people who have Liked, commented or shared a publication. Internet users who show commitment are all Internet users who clicked anywhere in your posts , storytellers is the proportion of those users who clicked on, commented or shared.

As opposed to clicking only on a link, image or video; Liker, comment or share a publication will generate a story that will be posted on Facebook for our friends to see.

What differentiates the storyteller in his commitment is the fact that his actions on your publication will potentially expand the audience to his own circle of friends.

Where to find it?

Here again, go to your Insights interface in the same place as for the organic audience and look at the Engagement column after selecting “likes / comments / shares” from the drop-down menu. Too easy !

Screenshot 6

As for engagement, the indicator about storytellers is also simple to find in the Facebook Insights. From the Publications menu, go to the top-right arrow and select “likes / comments / shares”.

Why is this important?

This is the ” viral ” indicator. It brings you back to the sources of your motivation and what led you to create a Facebook page to connect at no cost to your fans’ friends! A beautiful promise. This indicator is the best one to measure how many people can spread your good word.

In French in the text, if a user likes, comments or shares a publication of your Page, Facebook can show his friends what he liked, commented or shared. I insist on the conditional, because Facebook limits very seriously the diffusion of these stories. This is probably why you see fewer and fewer ads of this kind on your own wall of info today.

So, even if you obviously need to follow this indicator, do not expect too much. Facebook is still searching how to multiply the viral effect, but it is no longer the Eldorado that everyone has talked about in the past.

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Facebook indicator # 5: CTR (or “click” rate)

What is it ?

Here’s an indicator you’re used to! The CTR (or ClickThrough Rate) has been used on the web for years to measure the effectiveness of an e-mail marketing campaign, banner ad or search engine ads through keyword recognition Or the highlighting of certain pages.

The good news is that it’s the same on Facebook. This indicator will give you the number of people who have ” consumed ” your campaign by clicking on a link, watching a video, or enlarging one of your photos.

Where to find it?

Go to your Insights interface , click on the “posts” menu and you will find the number of users who clicked on your content.

Screenshot 7

By looking at the commitment indicator for your publications, clicks are shown in blue.

Screenshot 8

If you want to have the details of the types of clicks on a publication, click on its title and you will have a pop-up window containing the details. Here you can see that among 89 clicks, 48 ​​were views of the photo.

Why is this important?

It’s great to know how many people have potentially seen a publication (indicator # 1), but it’s better to know how many of them were interested enough to act on it and commit. But in the end what we are trying to find out is how many people were interested enough to really pay attention to the content. This takes the form of watched videos, viewed photos and clicked links.

This is where the real interest in your content is revealed. Keep an eye on it.

 

Facebook indicator # 4: negative feedback

What is it ?

Negative feedback is a ” negative ” action taken by a user in relation to an item in your content. The visitor may have hidden a publication, hidden any future publication from your page, removed its ‘fan’ status from your page, or worse, reported your content as spam. To put it clearly, this indicator # 4 measures the number of users who really did not like your content or the fact that it appears on their info wall.

Where to find it?

In your Insights , click on the “posts” menu and go to the Engagement column after selecting ” Post Hides, Hides of All Posts, Reports of Spam, Unlikes of Page ” from the drop-down menu.

Screenshot 9

As with the “Engaged Users” menu, the “negative feedback” indicator is easy to find in the Insights interface. In the “posts” menu, click on the right-hand arrow and select “Post Hides, Hides of All Posts, Reports of Spam, Unlikes of Page”.

 

Screenshot 10

If you want to have the detail of the negative feedback that your publication has received, click on its title and a pop-up window will tell you. Here, one sees that among 14 negative feedbacks, the publication caused 5 unsubscriptions on the page.

Why is this important?

Since September 2012, Facebook gives a lot more weight to the negative feedback indicator. In other words, publications with a high negative feedback rate receive much less exposure by Edgerank and the Pages for which this indicator is high will lose more and more audience over time. 

Needless to say, if you want to stay in the race for Facebook marketing, you must keep the results of this indicator as low as possible.

Expert advice: as with other engagement indicators, when measuring negative feedback, one should not be obsessed with raw statistics. The only way to fully understand this indicator and then to compare publications between them is to compare the number of Internet users who gave negative feedback on a publication compared to the audience reached by the same publication. You will then get a percentage that gives meaning to the raw statistics because it takes into account the diffusion of the publication and allows comparisons between publications.

Note that using this percentage, the average negative feedback rate on Facebook is 0.1% but it can go up to 0.7! You can check this average of the negative feedbacks by going to see free Barometer of the Facebook pages

 

Screenshot 11

In conclusion: measuring the performance of your Facebook page may seem very cumbersome if you do it manually with the Insights interface or Excel. But it’s a good way to really feel where the basics come from and what they mean.

As you become familiar with, you can use third-party tools that will save you time and take you directly to the results. One of these free tools that could serve you is the Facebook Page Performance Barometer . For more detailed (and automated!) Indicators you can also try our Facebook page management tool:  www.agorapulse.com  .

It’s your turn ! What indicators do you use, and why? Do you use Facebook live, or via a third party tool? I would be happy to know more about you!

 

 

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Sébastien Gendreau

Web Marketing Manager & Social Media at Agorapulse. Interested in Web Marketing, Social Media, Lead Gen and Lead Nurturing, … Also available to talk about Travels, Sports, Video games, Jedi, Volkswagen Combi, …

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