While a good Social Media strategy allows for regular interaction on your Facebook page, a great strategy takes key metrics into consideration. It isn’t enough to simply post, upload, and communicate. Far too many managers of social media fail to read and interpret key metrics and reports to determine their success, or learn from their mistakes in order to increase their success. Here are some helpful metrics to consider your success (or failure) on Facebook:
Demographics and Geographics
Take a look at the people who like your page and your posts. When you look at the location breakdown, see if there are specific geographic sections that show growth. If so, you may want to target your page’s posts by geographic,. or in the case of international growth, by language. You may want to focus some posts by gender, and some by age.
What is Your Reach?
Looking at the metrics of “talking about this” and “viral reach” gives you and understanding of how friends of your fans are interacting with your content (sort of two degrees of separation). This metric, in conjunction with your organic impressions, gives you an idea of your content reach through two levels of visitors, whether it be on the page, in the ticker or on a news feed.
Look for spikes of impressions, and then refer back to the posts and their types to see not only what content spiked inetrest but whether it was a photo, video or maybe just a question or poll?
What is the Lifetime weight of your posts?
When you download your Post Level Report, you can see how well you are doing when it comes to the weight of our posts. Weight assigns value to your users’ actions when they engage with your content. The longer the action takes to complete, the more weight it has. In other words, a comment would weigh more than a share, which would weigh more than a like.
Understanding how users interact with your content is imperative to evolving your strategy into something that produces more and more obvious results, both on Facebook and for your business and brand.