Best Metrics For FaceBook Page Optimization

Derek Mehraban's picture
Instructor
7/17/2012
Facebook, Social Media

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Social marketing agencies are constantly on edge to prove value to clients. The lack of immediate conversions is a problem, but a larger issue is how to show that the FaceBook pages for brands are getting traction and actually improving the awareness of the brand. Amy Porterfield has an essay where she points out the three metrics provided by FaceBook Insights that the we all need to pay attention to.

The first metric to watch is Engaged Users. An engaged user is one that clicks on a post. Some users that are responsive will be lost in this measure, but there is a guarantee that these reflected users are engaged. Each post is broken down by FaceBook Insights, and digital agencies can use this measure to see what type of post is gaining the most traction with fans. Commonalities like calls to actions and questions being asked can be measured and this metric can then help answer which of those are working best.

Speaking of, did you LIKE the New Media Drivers License Facebook Page yet?

Traffic coming in from external referrers is the next metric. Even FaceBook pages need to be geared to draw people in to it. FaceBook Insights allows this to be tracked. If the number is low, you can take appropriate actions such as optimizing the page for search engines and by including social buttons on other web sites.

The final metric offered is the Talking About This score. This metric will catch all of the engaged users and then some. It measures all of the people who over the past 7 days had any sort of engagement with the post by clicking, sharing, commenting or liking. The best way to boost this number is to ask fans to share with their friends. Fans are often willing to do so.

Digital marketing agencies are increasingly inundated with metrics and things that need to be done on a daily basis. This essay helps simplify matters and helps direct the agency to places that can produce the most and best information about its efforts.

Comments & Feedback

Student

This metrics and this whole article are very interesting.  Most of the metrics use are what I expected.  I think the most valueable one listed is the first one, watching engaged users.  On social media today, you're as popular or important as how many followers/fans you have.  Keeping your personal brand up and important is keeping your clients and biggest followers happy.  By keeping an eye on engaged users you can keep them coming back.   Interacting with them and showing them that they are being heard is a guaranteed way to keep building your brand and spreading your voice around the internet.

Student

These days, many companies are opening facebook pages in order to optimize the communication with consumers.

Therefore, I think the facebook's insight program is very helpful for knowing whom are engaging with the facebook page.

Company will be able to develop its marketing strategy by traking the engagements.

Student

I thought the article and essay was very intersting. I can see how this would be a great tool to have as you are building you businesses Facebook. The metrics can certainly give one a glimps at the audience they are building their pages and fan base.

Student

Great post. I love how Facebook page insights give you the ability to see how people are being engaged with teh content and not just how many people are on the page. Facebook makes it really easy to see what posts are getting the most views and interactions and what kind of posts are not engaging the audience. Social media is all about engagement, so this is a great and unique tool.

Student

I thought this was a very interesting article.  Too often I think people get too hung up on the number of likes a page has and are not concerned enough about the users they are connected with.  The engaged user metric seems more important than the number of likes because it shows that the page is actually driving traffic.  

Student

It's always interesting to see how the industry is changing due to the growth in popularity of social media. The Talking about this score is the most intersting metric proposed in this article. With sites like Facebook and Twitter becoming so popular, organizations have reached a crucial decision. How much is a "Like" worth on Facebook? How much is a "retweet" or "mention" worth on Twitter? And from there do these likes generate into a business transaction on behalf of the consumer? Does this change from industry to industry or does it remain almost constant?

When you look at a company's facebook page you may examine how many likes they have and the comments that other consumers have posted. These comments are important to watch from an organizational standpoint because you want to make sure that your customers are happy, satisfied, and posting positive feedback about you online. And if someone has posted something negative, the business needs to address it quickly before it travels. Negative consumer to consumer word of mouth can be very powerful. Organizations need to have contingency plans in place for when something like this happens.

Student

I found this article very interesting. After my internship this past summer, I was introduced to metrics, analytics and the research that goes into measuring the progress of different campaigns, companies and products. Over the summer I noticed that there is a large difference in how people are measuring the successes of a campaign or Facebook page. Some people may say that they have over 15,000 interactions. While others may look at the same company and noticed that although they have 15,000 friends on Facebook that does not necessarily mean that there are 15,000 interactions. When looking at the analytics of a Facebook page there is a large difference between liking, commenting and sharing a page. Sharing and commenting takes a lot more engagement then just being a friend of the page. Understanding the analytics of Facebook and regulating how the measurements are found across all mediums will help to create more influence postings. Numbers will also mean the same thing to people viewing the numbers and deciding how to increase engagement.

Student

This was a really interesting blog and really made me think of one thing, money. Every single company should know how, or learn about Facebook because this is the one thing that you can count on someone visiting everyday. This is a great way for companies of all sizes to have a free resource, which is used by almost everyone in today’s society, and find if they are heading toward the right direction. Business would be stupid to not take advantage of Facebook with all it has to offer. Each company can get the most out of their marketing efforts as they use Facebook Insight. If companies can use this and see which type of post is gaining the most traction with fans, learning about which page is getting too low of traffic, and learn about peoples engagement with the post by clicking, sharing, commenting, or liking, then why wouldn’t they. This is the most useful tool for a company to use and can increase your numbers tremendously.

Student
This blog really caught my attention. Being a Facebook user, I find a lot of promotions of different companies on Facebook every time I log in. Facebook is a social site that is growing rapidly so I find it quite interesting how people are taking new metrics to draw people to these pages. Having people know where to go on Facebook and useful tips so people can find certain things is also great. Since Facebook is constantly changing and updating I feel it's important for people to know the ins and out of Facebook.
Student

This is a very useful essay! Especially the last metric called Talking About This score, which actually shows whether the content is in the stream of peer-to-peer spread, and getting multiple exposures. With the demographical and the behavioral information, maybe we can develop deeper insight in how to increase the shareability of the content posted. On the other hand, I still believe that these metrics should be the barometer rather than the goal for marketers. For example, sending coupons and writing blogs will draw substaintially different outcomes in a marketing strategy. However, metrics like Talking About This score may lack the ability to tell such difference. Therefore, though having measurements is important, it is always more important to keep strategic thinking in our mind.

Student

I found this article rather fascinating due to the fact that they can get such great statistics. From a business standpoint these statistics could be very valuable to them and also learning how to better use Facebook in the future. If they use this to their advantage than the company hits or interactions could potentially grow exponentially and further the success of the business. Learning what the consumers or customers like and what gets their attention can be focused on more and they will be reaching out to more potential customers as well. This allows businesses to be more precise in their marketing strategy and allows them to reach their target market more accurately and more effectively. Facebook is becoming more and more popular and if business can perfect how to use it to their advantage than they will be in the drivers seat when it comes to marketing.

Student

I found Amy Porterfield's article very interesting. I had no idea that Facebook had such great tools for businesses to track their reach. Another Facebook tool I wanted to share that I have found helpful is putting an ad on Facebook. There is a flat fee to create the ad, but then you are only charged based on the click through rate. If you are on a budget you can include a limit to how much you are willing to spend. You could put the ad all over Facebook, or you could limit who sees it. For the ad I created, I limited the reach to being the East Lansing community and ages 18-30. It was helpful for attracting new participants to my organization's annual leadership conference and could be helpful for someone else's student events or business!

Student

Comparing with traditional media, Facebook is more interactive and target individuals more precisely. I have wirtten a class paper about how Facebook makes money, and I find that Facebook has a good data base from tarcking users' information to help companies reach and attract their target audience. Amy's article is pretty insightful and remind me the metrics Facebook uses. 

Student

I didn't know anything about Facebook Insights before this, but Amy Porterfield gives a great and clear overview of how it works.  Its a great way to help business owners use Facebook more effectively, especially, small business owners. Its a free way for them to look at their data and metrics and find the right direction to head in. 

Student

Tracking statitics numbers page views etc isnt a bag thing I want to see the traffic comin got my site it provides me feedback in some sort of way. This is a way of measuring sucess in some sort of way. Sharing is a way of getting words out as well. I see why digital marketing agencies are using metrics methods because it helps them to see and lead them in the right direction. I think at the end of the day its all about the "numbers".

Student
Student

I love the insight that Amy Porterfield shows us. However, the only part of Facebook that I'm weary about is the amount of "likes" that something has. With services such as Buy Facebook Likes, it tends to make me question how many real people actually like a business or a person? I also completely agree with your post as well as Amy's insight. Businesses do need a deeper way to gauge how their content is being perceived. 

Student

This is the Nielson of the internet. If Netflix is the theater then facebook is cable tv (Hulu is not because of its less addictive and ad filled nature). Metrics have become a source of pride. Websites wear likes and fans like badges of honor and boast of them. They remain the best way to track social media success for not only yourself but for others to see as well.

Student

Being able to see statistics and numbers on how much traffic your site, blog, or page gets is one of the most important sources of information for any brand. By understanding these numbers a company understands if they need to make changes, or continue on the social media path that they are. Traffic is the number one thing any brand wants, because it show the amount of reach and influence it has on its loyal customers and future ones. It is great that sites like Facebook offer these statistics for free. Traffic leads to growth which leads to the accomplishments of goals. Without these stats we don't know the traffic.

Student
To be honest, I had no prior knowledge of the mechanics of FaceBook Insights. I never had to use it, but it seems like a good idea. With the number of visitors and engaged users a company can get a strong idea of who is engaged, or interested. This also gives an idea of who isn't interested, an you can adjust to reach certain potential customers. Like most I only really use FaceBook for socializing wiith friends, and I do occasionally click on the like button. When I do I generally press it a lot. This is when I actually get intrigued by the adds and like options. I think that Facebook insights will do well, and not a moment too soon as Google has been using Analytics for a while.
Student

WOW! This woman knows her stuff, and this one article has taught me many things. I think it's so interesting how all of this information is so widely accessible and for FREE! As I share my knowledge through this course with colleagues, clients, and even friends everyone is amazed by it. This is such a new topic to so many people and I think it's such a great skill to have. The biggest problem I run into when working with clients is they have all of the social media accounts developed, but are not utilizing them correctly, if at all. Ok, yes you have a website. Good for you. Oh, you also made a Facebook page, great. But neither one of them has ben touched in 7 years, awesome. That's super effective and I'm sure entails all of the many things your clients are looking to find when competing with hundred of thousands of others sites updated daily. Sarcasm at it's finest. This is a great tool to show them how they know whether or not they are engaging their clients AFTER I explain why they need the regular updates and posts in the first place :)

Student

I certainly appreciate reading about these metrics.  One thing that seems to be lacking in the social media/digital media marketing industry is a common and shared set of metrics, probably because of the dynamic landscape of the field.  Hopefully, with every development, research study and industry blog post, we come closer to arriving at some consensus about the minimum standard metrics for the industry.  Until then, it seems like we have to search out the best practices on our own or default to those obvious metrics that only skim the surface (e.g. likes, followers, comments, etc.).

Student

Having a way to measure Facebook success will ultimately lead to more companies getting on the site. Some companies, especially smaller ones, may be wary to put resources into a Facebook page without knowing how look into the results of the page. With the metrics that are out there now, it is fairly easy to measure success, which will ease the minds of the people running the companies late to the Facebook party.

Student

I am very happy I read this post. I read many articles and blog posts trying to explain the different metrics, but this seams like one of the clearest explanations. I get lost in numbers really fast, and I think it could be really confusing, which is why I think to fully understand how to "measure" Facebook success is to do a lot of research on how to interpret different metrics or go to a conference/take a class on this. 

Student

Facebook hs one of the biggest media influences and over all presences in the history of the craft. Social Marketing Agencies are in a constant struggle to prove their worth, and the metrics utilized in Facebook allow for their techniques to be measured- and more so altered. Facebook has gone beyond informing you of merely how many clicks you're getting. With metrics such as 'Talking about this' , facebook captures the essence of it's user engagements by providing a variety of information ranging from those who commented, liked, shared, or clicked. These 3 extra dimensions allow agencies to see how their techniques are hitting the market, rather than the simplicity of how much attention they've garnered. Agencies can shape their next attempts in an effort to increase actions in these dimensions, possibly generating more likes, or further engaging users to promote more comments, or using their next post to encourage more shares. These and other Facebook Insights metrics allow for a myulti-dimensional approach to social media marketing goals.

Student

Considering Facebook is the king of social networks, it's shocking that some businesses have not utilized this site yet. I have been introduced and have become a loyal customer to many businesses because I was exposed to them through Facebook. Facebook is not only a way to introduce your business to potential customers, but it's also a good way to check out your competition and see how they attract their audience. Sometimes if your business doesn't have a fan page or some kind of association with Facebook, it is more than likely that people have no idea about your business and will probably never know about it. Facebook is a very powerful tool for all businesses and all companies should definitely take advantage of it, big or small. 

Student

Facebook became public around 2007. In 5 short years it has skyrockteted to being probably the number one go to site on the internet, as well as the number one social media site. Everyday users see the benefits of facebook by being able to connect with their friends and sharing content.  But Facebook can be a major asset for bussiness as well. Facebook insight is a great wait to help companies get the most out of their marketing efforts. There are a lot of companies that currently don't use facebok to its full potential and therefore lose out on endless opportunities to increase their brand. Companies, start-ups or long-time-running ones, should invest in facebook because it can 1) increase exposure 2) make your brand/product stand out against the competition 3) help recreate your brand if it has a bad image. The benefits of facebook are too many to name. It is a powerful tool that companies should study and learn how to use it to its full potential.

Student

Facebook is a major social network. It seems as though everyone and their mothers are on Facebook nowadays. Facebook Insights seems like an easy way for companies to get more fans for their pages. I wonder how often these metrics have affected what I see online when I use Facebook.

Student
Facebook is known as by far number one social network and by far most popular social network tool. it helps to get a hold of people and to engage on to many other users. Digital marketing agencies use of facebook increases and it is simple and easy when engaged users press share button all the network around that engaged users get to see that advertisement and the effect will bring tremendous amount of result. I personally think the facebook metric system is good for all users to use facebook as their advertisement tool.
Student

Facebook has become so powerful in the last decade or so. Facebook is a major marketing tool for some companies and it has a direct effect on business. I think analysing facebok to its full extent to get more information about your company is the way to go. I can only imagine the number and amount of companies that do not maximize on the opportunity of  facebook. Facebook has became their own search tool, and I would advise all companies that feel it is worth while to invest a little more in facebook because of all the exposure that it has for so many different products.

Student

I think the sharing button is the most important tool when it comes to the idea of a brand reaching its awareness potential.  I truly feel that with the more shares a brand gets, the more exposure they get from inside and outside sources.  I feel that when an outside source is able to see, click and actively engage themselves in a new brand, that is the most successful thing a brand can have happen besides making any sort of sale.  The more people know via word of mouth (or Facebook, which is essentially the same thing these days) then the more potential the brand will have to be more of a sucess if it has the ability to bring outside people in simply based on word of mouth and what they truly have to offer.

Student

These metrics that Facebook has in store for its users are good to record Feedback. Although there is not a disntinct way to actually record purchases after viewing the Facebook page, the likes, comments and shares give some sort of idea. The best way to get the brand's page spreading is through sharing. The more smoething is shared the more number of different people see it. New metrics could be created to record different responses to record consumers views and or feelings upon a brand. The first metric is the most effective versus the second and third. Engaging consumers in a page is the only way that you'll draw consumers to the page or get them interested. They need to be interested to share the page and spread it to a number of different users.

Student

I think that if a company sets out to make people aware of their brand, and they are using social media to accomplish this, then an engaged users would be the right metric. You could dig deeper if you were trying to find the degree to which people were engaged. If someone clicks on a link or post, they are interested in the topic, and are therefore aware that it exists. I don't think that an engaged user can go much farther though in terms of value added to the company. 

I think that awareness overall is valuable, but there needs to be a way to measure this as well.

Student

I find that these three metrics do a good job of explaining an engaged user. I do question the concept that someone who clicks on a post is always engaged though with room for improvement. You may or may not have read the whole post title and upon clicking may immediatly close out. The time spent on the page is a better indicator of whether or not one is engaged, although clicking on a page and then leaving it up and exiting the room doesn't prove level of engagement either. Clicking, commenting, sharing, and liking seem to indicate a higher level of engagement. Perhaps using levels of engagement based on sharing, commenting, liking, etc the content of a particular organization over a specific amount of time would allow for a level of engagement distinction between users providing a better means of targeting audiences.

Student

I was unaware that facebook insights existed but certainly not surprised. It was only a matter of time before facebook incorporated tools for businesses. I could see them adding more tools and gadgets to make it more convenient and streamlined for businesses trying to track their impact though facebook. There are a lot of opportunities for businesses who use social media correctly and I can only see facebook becoming more popular for business outreach. Facebook insights may give businesses the information they need to tailor their message to certain audiences. Then again how they analyze and how they interpret the given data is what separates them from the rest.  

Student

I think Facebook is definitely on the right track by including metrics on pages to see how popular posts are with fans. Obviously, when someone "likes" something on Facebook, the are interested in the content or wouldn't even bother clicking. The number of external referrers is also a very influential way to measure success. If a user was brought to a Facebook page from an external site, and THEN clicks around on the page, it is much more valuable than someone already browsing through Facebook via what their friends post on the timeline. When sites direct web users to a Facebook page, they are only increasing brand awareness on the web. Facebook pages can be optimized so that people are taken directly from search engines, but having external links to social media outlets such as Facebook on the client homepage is the best way to ensure that visitors are directed to the designated page. I currently manage a Facebook page for my job and it is very valuable to utilize the "talked about" metric which tells you how many people were active on your page and "reach" which shows the number of unique people who saw the post. The Facebook pages for businesses also tell you how many people were engaged, which simply means that they clicked on content on the page. I think this alone is the best metric because not everyone necessarily "likes" everything, but that doesn't meant that they didn't view the content. 

 

Student

For companies, having a social media site like Facebook or Tumblr is the first step of optimizing to social media strategy. However, the company shouldn't think that just having a Facebook page will help boost the company's sales or recognition. There must be analysis of the things that go on Facebook. I think Amy Porterfield's essay is excellent in the sense that she gives simple advice on how to make the most out of a business' Facebook activities. From the metrics Facebook Insights provides, a company can figure out why some posts were popular among users and why others weren't the case. Working with numbers can make the life of companies a little more easier to deal with.  

Student

I think these three steps are very helpful in evaluating the success of a company's Facebook page. The first, which is track "engaged users" (meaning those who clicked on a post) to optimize post types is key, because it shows you exactly what posts your users are most interested in. This can help you in deciding what you should post in the future to keep your users engaged and happy. The next step is to monitor incoming traffic from external referrers. It's imperative to realize that not all of your users are coming specifically from Facebook. They could be led to your Facebook page from a variety of places, such as Google, the copmany website, or an online ad. Knowing where your users have been previously can help you to better understand them, meaning you can target them better in the future. The last step was to know your "talking about this" score. Positive word of mouth always helps to bring in new users or customers, so it's important to know if people are talking about you, and encourage that people talk about your brand more in a positive manner.

Student

Social media is definitely one of the richest and most engaging tools we have to reach our target audiences, but analyzing the data or choosing metrics by which to measure social media success is most challenging. I think the ideas presented in this essay are fantastic, and great way to gage the engaged user versus those who are not. In my workplace, Facebook likes are used to gage success of the page at reaching users. However, as the company reaches its goal of 500 Likes, we have started to re-analyze what it means to be involved in our page. For example, some employees have asked their families and friends to like our page so that we might reach our goal. Although this word of mouth approach might be great from some campaigns or pages - I do not think it attracts real users of the information. Someone's Aunt who lives in another state is not going to be very interested or engaged in a State specific page. Maybe we should track not only how many people like our page, but also who (what field do they work in, what state do they reside in, etc). is liking our page. 

Student

I think this is a great way to measure ROI for facebook. It is hard to measure how well a facebook campaign is working, but this seems to be the best way that I've read about so far. I am the type of facebook user that will read things and look at things, but rarely comment or like something, and users like myself are not usually seen as an engaged user. I think this strategy would measure all interactive users whether they are obviously engaged or not.

Student

Reading this article, I immediately thought about the companies I work for and wondered if they utilize the Facebook information. I think it's interesting that most people/businesses don't know about it and also that businesses don't think to drive traffic TO their Facebook, not just the website. This was a cool article, maybe I'll pass on the info!

Student

I found this article to be very interesting, and I like the metrics used to help businesses see how well their Facebook pages are working. It's no secret that ROI on social media sites is extremely difficult to measure, and agencies and businesses are having trouble coming up with a way to successfully measure how well their sites are working. These three metrics are a great place to start. All businesses and brands that are trying to promote awareness through Facebook should utilize the ideas provided by Amy Porterfield.

Student

I think this is a great article. Facebook has climbed the social ladder as far as entertainment goes and this is helping it become a more professional enviornment. This article will help business men, women and companies build their brands. I had no idea that facebook had a way to track engaged users. Kudos to Amy Poterfield.

Student

The best part about this post is the line about how most people don't use it because they didn't know it existed. I can only imagine the amount of people that are trying to better brand their page only to find themselves saying that they cannot generate more traffic. Most people are uneducated when it comes to most things, especially new technology. With this new timeline and insights page social media marketers should be able to more accurately track their businesses success on Facebook. The website seems to have done all the heavy lifting for the person running the page, all you have to do now is analyze the results and draw some of your own conclusions. Unfortunately some people are lazy and don't want to have to make the extra push.

Student

This article was very interesting. It had really great insight on facebook posts. I had know idea that facebook had an insight dashboard. With this I believe it can benefit business' and help them grow.

Student

Great Article! It's really awesome to see how Facebook Insights has improved. I have had experience watching the metrics for an internship and realize how important this tool is to businesses. You can see the main demographic that clicks and you're able to identify people who comment and like. It's tools like this that allow businesses to view their reliable customers, help disappointed customers, ask questions, answer questions etc. 

Student

Great Article! It's really awesome to see how Facebook Insights has improved. I have had experience watching the metrics for an internship and realize how important this tool is to businesses. You can see the main demographic that clicks and you're able to identify people who comment and like. It's tools like this that allow businesses to view their reliable customers, help disappointed customers, ask questions, answer questions etc. 

Student

That’s a great blog post that I think provides a great approach for blog writers to strengthen their ability to engage users while cutting out the excess that doesn’t spur that user interest. It could almost take a scientific turn when you think about measuring the different methods used in different posts and how they fare in terms of the aforementioned metrics. For example, when trying to increase the number of users talking about a certain post, a control group could be used with no attempt at spurring discussion while a number of subsequent posts of a similar nature could discuss the same topic with varying attempts at spurring discussion mixed in. The Facebook Insights tool could then be used to measure and the best method could be statistically determined. This kind of incredible utilization has a lot of benefits to social media research and social media marketing.

 

Student

I found this article unique and  intereresting because I typically don't look into all of the possible ways to use Facebook. I normally just think of it as a way to socialize with my current friends and keep in touch and view pictures from the friends and family from the past. By reading this post, I know understand  why many buisnesses use Facebook to promote and sell their products and business. Getting "likes" and in coming traffic is essential when new businesses and products are trying to get attention. The "like" button is the main way to seek more information about business and products. I think that marketing on facebook is a great way to promote new and upcoming groups or businesses, especially for the young age groups!

Student

I found this intereresting because not always do I look "deep" into what facebook can do. I see it as a social networking site just to stay connected with friends. As I read this, i realized why a lot of buisnesses use Facebook to promote and sell their products! Traffic is very important when trying to draw new people to your site. Also, I realized that almost every product or store has the Facebook symbol saying "like us" for more information. Its a great way to promote your buisness.