- Create calls to action by posting to ask questions
- Tag users whenever appropriate to make them an important part of your business
- Post photos and video content often
- Welcome posts from other users and be responsive
- Don’t make your Facebook page all about the brand or business, instead let it be a platform to express user experience
So above is your mantra for a share-heavy and engagement prone page. But is that all? You will also certainly want to know the ROI of all your efforts.
Analytics and Metrics that you should know
Facebook users share your page, posts and comments, like your posts, and comment on them – these activities can tell you your social media ROI, despite the perception that these are ‘gray’ areas with no fixed formula. I read an article on Metrics for Social Media ROI a while back which identified some very interesting and useful formulas to calculate your social media ROI – what I have written below is inspired by that.
The very basic analytics can be your page likes, total interactions and number of actively engaged users. This helps to determine the significance of your fan base. It is important to have a consistently interactive fan base. But how can you maintain consistency of their engagement? One of the simplest ways is to identify your most loyal fans and reward them for making a positive example of them so other users will be encouraged to become engaged.
Some of tools which help you determine total interactions on your Facebook page include Facebook Insights and Xaffo. While Facebook Insights shows you the total interactions based on impressions, shares, likes and comments, Xaffo currently only shows interactions based on comments and likes. But, Xaffo provides analytics on your most engaged users for your Facebook page, identifying yesterday’s top 100 and your all time top 25 engaged users.
The next step would be to break down these interactions:
- Conversation Rate – engagement based on comments
- Attraction Rate – engagement through likes
- Amplification Rate – engagement based on sharing
- View Rate – engagement based on views
Listed above are four of the most important metrics that can be derived from your Facebook page interactions. These metrics will show you the effectiveness of your Facebook promotions or campaigns. You can monitor the cumulative and post-based growth of comments, likes, shares and impressions. You can identify your viral content and be responsive to user engagement. In fact, these metrics are not limited to Facebook. You can calculate the same metrics on Twitter, LinkedIn, Google+ and so on without limiting yourself to Facebook.
Facebook is a powerful social media network that can provide you insightful metrics about the activity on your Facebook page. These metrics can be useful to determine positive or negative trends, what gets people engaged and much more. It’s important to start measuring the ROI of your social media activities and Facebook is certainly critical to include in this assessment.