Are you trying to figure out how much your fans really like you or your brand? This guide outlines a few things you should never miss when monitoring your Facebook page performance.
Monitoring Active Users
While most companies pay attention to the number of fans as the greatest metric of success, measuring your active users is much more important. Fortunately, Facebook provides detailed information about daily, weekly, and monthly active users on your page. You can find this information in tFacebook’s insights area. While these numbers will differ from one page to the next, the most important thing is to strive to increase the number of active users you have.
The best way to accomplish this is to post regular high-quality updates that get users to post comments and likes.
Daily Story Feedback
While engagement numbers include the number of impressions you get on each post, your ultimate goal should be to boost likes and comments on each posting. Compelling content that drives people to respond to your posts is important to boosting your overall numbers. Ultimately, the more your fans engage with your content, the more people that will see it. One of the best ways to accomplish this is by asking questions which generate a significant response from your fans.
You can monitor all interactions on the main insights page as pictured below.
If you aren’t receiving comments or likes (relative to the size of your overall fan base), there’s a good chance that you’ll begin to see your post impressions drop. As such, comments and likes are the most important metrics to focus on.
Rather than just viewing overall content, you can also view the success of each individual post. Facebook provides data for each individual posting that you can view at the bottom of each story you publish (as highlighted below).
While viewing each post’s insights will provide a decent amount of feedback, your top posts will help provide the most insight on what type of content your fans are most responsive to. Overtime you should be able to post similar content that generates greater responses from your fan base and effectively boost your overall engagement and reach. By clicking on details next to the “Interactions” area pictured above, you can get to the top posts area.
I prefer to sort by Feedback (as pictured below) in order to determine what posts were most effective. Replicating this content should hopefully result in a greater response from your fans.
Like Acquisition Channels
While the first thing you should focus on is increasing engagement among your existing fan base, you’ll want to also expand your reach. This comes through optimizing your various fan acquisition channels. Fortunately, Facebook provides detailed information about where your new fans are coming from. By visiting your insights area and then navigating to the area labeled “users,” you’ll be able to view the new likes sources chart (pictured below).
You should focus on two things: your largest sources and those sources with the greatest room for improvement. For our page, our blog is the greatest source of new fans. As such, we focus on optimizing the placement of likes around our website. For some pages, suggestions are the greatest source. For those pages, asking fans to refer their friends to your page can have significant results.
Monitor And Adjust
As you monitor your insights, you can make adjustments to the types of content you post over time. This can include the types of media (photos, videos, links/articles, status updates, etc), the time of day, and the frequency of posting. I highly recommend exporting this data to excel or another spreadsheet tool in order to track your performance over time. Alternatively, you can sign up for a free account with our AllFacebook Stats product which lets you track your page performance and your competitors’ page performance over time and export that data if necessary.
Do you have any questions or suggestions for other page administrators? Please post them in the comments section below!