Get to know your Facebook audience with these indispensable (and free) tools
So, you’ve created a Facebook fan page. How do you know if your strategy is working? To measure fan engagement, marketers can turn to Facebook Insights, a free analytics tool. Facebook “gives marketers more metrics than ever before, and the real trick is finding the set of metrics that speak to your own strategic and tactical goals,” says Eli Singer, president and founder of Entrinsic.
Get familiar with these Facebook metrics to know your community like never before.
TOTAL LIKES: The total number of people who have “liked” your page, and the percentage change from the previous week.
FRIENDS OF FANS: The number of people who are friends with your fans. This represents the total number of people you could potentially reach if all of your fans were talking about your business to their friends.
PEOPLE TALKING ABOUT THIS: Indicates how many people are actually talking about your business to their friends. This metric includes everyone who “liked” your page; “liked,” commented on, or shared your page post; answered a question you asked; responded to your event; mentioned your page; and tagged your page in a photo, all within the past seven days.
This metric is “all the rage,” says Singer. “In the past, it was enough for organizations to collect a hefty ‘page like’ number, even though in reality the majority of fans may not have visited for years. With the ‘Talking About This’ metric, you really have to work to stay engaged with your user base. There’s nothing worse than seeing a page with a million fans with 43 people ‘Talking About It.’”
WEEKLY TOTAL REACH: The number of people who have seen any content associated with your page, including any ads or sponsored stories pointing to your page in the last seven days.
Related:
• 5 Ways to Better Facebook ROI
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