Best Metrics For FaceBook Page Optimization
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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.
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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.