By Charlie Scala
If you’re a small business owner and you’re a) taking the time to update your company’s Facebook Page, or b) paying an employee or marketing company to update your company’s Facebook Page, it is equally important to compare your posts to see what type of content your fans value.
In order to see how many impressions and how much feedback each post receives, use Facebook Analytics. All you have to do is go to the “insights” section of your Facebook Fan Page and click “See All”. This brings you to the Facebook Analytics dashboard, where you can view user statistics and interaction statistics.
In order to measure the quality of your posts over time, start by clicking on the interactions tab. This section recaps your most recent posts, the dates and times they were posted, how many impressions each received, and the amount of feedback per impression. (I recommend exporting these statistics to excel once a month, which you do right from Facebook Analytics dashboard. This will allow you to archive results to see more than just recent posts.)
On the Facebook Analytics dashboard, posts are sorted chronologically, which allows administrators to compare impressions and feedback among posts. This shows us how many times each post was viewed and the percentage of reactions per impression. You can also click on “impressions” to sort the posts from highest to lowest number of impressions, or you can click on “feedback” to sort posts from the highest to lowest percentage of feedback.
(Keep in mind that feedback is a percentage based on the number of impressions. Let’s say you have 1000 impressions on a post, and 5 people click the like button, and 5 people comment. That gives you a feedback rating of 10/1000, or 1%. If another post receives 100 impressions and two people click the like button, that post will receive a feedback percentage of 2%. Even though this is a higher percentage, the overall amount of feedback was much lower, two reactions compared to ten reactions.)
Unfortunately at this time, Facebook only measures the overall number of times that posts have been seen on Facebook (on your wall or other walls), not the number of unique users that saw the post. Still, measuring impressions and feedback over time can give you a better indication of what engages your audience. These post statistics are also available to fan page administrators when viewing your Facebook Fan Page wall.
Measuring impressions over time is a good way to judge your page’s activity. If impressions are rising, that means you’re probably adding new fans on a regular basis and offering compelling posts to keep fans interested. If the number of impressions drops over time, that probably means that your fans are not coming back to your page on a regular basis.
Monitoring feedback between posts is a good way to track what type of content engages your audience. When comparing feedback between posts, think about what content you’re offering. Is it a price discount, news, tips, photos, announcement, or something else? Once you’ve categorized your posts by what you’re offering, compare the feedback on each to see what engages your audience.
For example, if you own a running shoe company and you post sneaker discounts, marathon stories, running tips, and pictures of new shoes, compare the feedback you’re getting between each type of post. If 15 people click the like button when you post a picture of a new sneaker and only two or three people click the like button when you post a price discount, it could mean your fans value new running technology and innovation, not cheap prices.
Tracking the effectiveness of the type of content you offer in each post will give you a better indication of what the people that “like” your page value from your product or service. The key is to categorize and monitor your posts over time. Then, use that information to post content that your fans will view, “like,” comment on.
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