Written by Katy Takaoka
“However beautiful the strategy, you should occasionally look at the results.”
– Winston Churchill
I love this quote. As someone who loves getting down ‘n dirty into the nitty-gritty of a social media strategy, it’s easy for me to get caught up in the strategizing without frequently checking to see if it’s actually working. I keep this quote front and centre, because it reminds me to consistently check my progress.
It’s one thing for me to tell you to measure and analyse your results. But first, you need to figure out what it is you’re even measuring! In this article, I’ve laid out some common social media metrics and how to find the results on Facebook.
You do not need to track all of these metrics. The metrics you use will vary greatly depending upon what your social media goals are. My best advice is to start out by tracking the 2 or 3 that are most relevant to your goals.
1. Audience Size
Ideally, your Facebook fan-base will grow steadily. The way to check this, as with any FB metric, is through the Insights tab on your Business Page. I recommend doing this from a desktop browser rather than mobile, as more data is provided on desktop. Here’s how to find the info:
- Go to your Business Page
- Click on Insights
- From the left-hand navigation menu, click “Likes”
On this screen, you’ll find your total number of likes (or fans), along with a graph that shows gains and losses of fans over a period of time.
Why this metric is useful: it shows how your audience is reacting to your posts and which times of year have the highest growth
2. Best Times for Engagement
There’s no one-size-fits-all answer to the question of “When is the best time to post on Facebook?” You need to test, and test, and test again so you can start to gather some actual data.
Facebook does provide some insights as to when the majority of your Facebook followers are online though:
- From Insights, click “Posts” in the left-hand menu
- A graph will appear; at the top of the graph make sure “When Your Fans Are Online” is bolded (if it’s not, click on that phrase)
From here, you can hover over the different days of the week to see when are the “peak” hours for your followers.
Why this metric is useful: generally, there’s no point posting content if no one is online to see it! Also, it gives you some insight into how many times per day you should be posting. If there are 3 peak times, then make 3 posts. If there’s just one, then only post once or maybe twice that day.
3. Audience Demographics
There’s nothing worse than having hundreds or thousands of Facebook followers who don’t fit your Client Avatar. It’s absolutely awful for your engagement.
- From Insights, click “People”
- Next, click “Your Fans”
This page will show you the ratio of male-to-female fans you have, their age ranges, which countries and cities they live in, and the languages they speak. Compare this information to your Client Avatar – do they match?
Why this metric is useful: you can use this information in part of your targeting in your Facebook Ads. Also, if there’s a discrepancy between your Client Avatar and your page’s demographics, you need to run an ad campaign that is better targeted to attract your avatar!
4. Total Reach
Reach refers to the total number of people who saw your content within a certain timeframe, whether they’re in your network of followers or not. In a perfect world, your reach is well over your total number of followers!
- From “Insights”, navigate to “Reach”
- Scroll to the bottom of the page to find your total reach
On Facebook, Reach is the total number of people who saw your content due to being a follower, being a friend of a follower who interacted with a piece of content, seeing an ad, etc.
Why this metric is useful: it’s an excellent barometer of how engaging your content is. If your Reach has been declining over time, it’s time to shake up your content strategy. I recommend adding more graphics or videos to start out with. Also, refer to metrics 2 and 3.
5. Click Rates
A click to a site outside of Facebook is pretty much the holy grail; clicks are an indicator that your content is highly engaging and of interest to your followers. The more clicks you get, the better!
There are 2 areas to look in for information about click rates. First:
- From Insights, click “Posts”
- Scroll down to “All Posts Published”
There’s a lot of information here, but it will give you details about how many clicks each post has received. Next:
- In the left-hand navigation menu, click “Actions on Page”
This page is also FULL of data about clicks on various elements of your Page, such as your call-to-action button and your website, and drills down into details the age and gender of the people clicking, where they live, and even what device they use.
Why this metric is useful: it’s a great clue into what types of posts your audience really wants to see from you, especially those who fit your client avatar. Create more content based on what gets clicked the most!
Which metrics will you start tracking going forward? I’d love to hear about it, so leave a comment!