How to Track the Performance of Your Facebook Business Presence
The Facebook Page performance metrics important to you are, in part, determined by what your goals are. If your goal is to drive clicks to an external website, tracking referrals from your Facebook Page is an important indicator for you.
Likewise, if your goal is to drive engagement, the number of comments associated with your content is most likely the metric you need to measure. But most of all, you need to take this data and translate it into real-world insights to make it valuable.
Here are eight key metrics to consider when tracking the performance of your Facebook presence:
Views: A fundamental measurement is the number of views or visitors your content receives, and your Facebook Insights page is the place to go for this information. Understanding where people spend their time on your Facebook Page gives you a good idea of what information they find valuable.
Comments: The number of comments you receive for a particular post is a great way to track performance. This also helps you identify which posts resonate with your fans. Typically, the more comments a post receives, the more interested your fans are in that content. Insights provide your Page’s comment activity in an easy-to-read graph.
When measuring the number of comments, don’t forget to consider the sentiment of those comments. If all the comments are negative, you could have a backlash if you produce similar posts.
Clicks and downloads: If you post downloadable content or a link to content on an external website, it should always be trackable. Several URL shorteners, such as bitly and Tiny.cc, provide third-party click-through metrics on any link you shorten through their services. This is an excellent way to track the interest in a particular link or download.
Shares: If your content strikes a chord with your fans, chances are your fans will share the content they find valuable with their own network. By monitoring (with Insights) the number of times content you post is shared, you can get a good sense of what’s of interest to them.
Inbound links: Although linking is more common on external websites, Facebook Pages are linked to by bloggers, media outlets, search engines, and people who are generally interested in your Page. Searching Google using your Page URL as a search term tells you how many sites link to your Facebook Page. Typically, the more links to your Page, the better.
Brand mentions: If you’re doing a good job marketing your business on Facebook, chances are it’ll have a spillover effect across other social media outlets. A number of free social media search sites track brand mentions, such as Social Mention. Make a point to run a search of your company name on these sites regularly. Monitoring what people say outside Facebook provides numerous insights into your marketing effectiveness.
Conversions: A conversion occurs when a visitor undertakes a desired action, such as completing a transaction on your website, filling out a registration form, subscribing to your e-newsletter, or signing up for an event. Conversions are one of the strongest metrics you can measure and track. The higher the percentage of people who undertake that action, the better.
One of the most important metrics not represented in this list is the good old-fashioned practice of listening to your fans. Paying attention to their comments, discussions, and communications helps you better align your content strategy with their interests.