Facebook is a well-known network that is part of many businesses social media strategy.
It can surely be a great network to reach a wider audience, engage your followers and customers and ultimately gain new customers too.
Delivering great content at the right times and keeping your followers happy is key to achieve your goals and should be part of your plan, but are you also tracking your Facebook marketing?
Or are you still a bit unsure of what kind of metrics you should look at?
Facebook statistics can be overwhelming and most Facebook Insights terminology is still a bit difficult to understand.
To help you on this task, here are the 4 essential things you should check in your Facebook statistics:
1. Fan Reach
Fan reach corresponds to the number of followers who have seen any given post directly from your page.
In order to see this stat you need to download the Excel file and we encourage you do have a look at this since it is a really important metric.
It’s a key indicator that helps you measure the likability of your content to your audience and appreciate the quality of your audience.
So it is basically an indicator of how appealing your Facebook page is. The more valuable content you deliver and the higher the quality of your audience, the more followers you will reach.
One of the big reasons for a brand to have a presence on Facebook is to engage their followers (current and potential customers).
Engagement is basically the number of people who took an action in your post: liking, commenting and sharing and people who have viewed your videos or clicked on your links or photos.
This is the second most important metric to know after your Fan Reach metric. Whilst the first one tells you how many people have seen a given post, this metric tells you the number of people who have interacted with your content.
It’s not enough for your content to be viewed by a large number of people; you need to make sure it triggers some kind of interest and action.
This is a great way to see your page engagement in a general perspective but also to go trough each post and see their engagement performance, which will tell you the type of content people appreciate more and interact more, so you adjust your marketing strategy accordingly.
3. Click-through rate
Here’s a metric you are sure to be familiar with if you’re also investing in other marketing strategies like pay-per-click: the CTR.
The CRT, or click-trough rate, it’s used to measure the number of people who have clicked on a link in your content, watched your video or viewed a larger version of your photo.
Whilst it is important to know how many people have seen your content and how many people engaged with it, it is also important to know how many of them were interested enough to act on it and click on the links.
This is especially important if many or most of your updates include links to your website or other specific locations.
This is basically the bottom of your content quality funnel and deserves to be checked regularly.
4. Negative Feedback
This is a metric that many businesses are scared to have a look at but it shouldn’t be ignored and should be one of the most important to check.
Negative feedback is a “negative” action taken by a follower, it can be hiding a specific post or all your future posts, un-liking your page or reporting it as spam.
The reason why you need to check this stat is because Facebook gives a lot of weight to the negative feedback metric. Posts with a high negative feedback number will have much less exposure through Edgerank.
Whilst nothing is perfect and you cannot appeal to all your followers all the time, you should try to keep your negative feedback numbers as low as possible.
When looking at this stat don’t just focus on the general negative feedback numbers but go through each post (especially the ones with the higher numbers) and try to understand the reasons behind it, so you adjust your content accordingly.