How to Evaluate the Performance of Facebook Posts - dummies

How to Evaluate the Performance of Facebook Posts

By Andrea Vahl, John Haydon, Jan Zimmerman

Evaluating the performance of your Facebook content can help you decide whether you’re on the right track or whether you need to make adjustments to your strategy for posting on Facebook.

Evaluating the marketing value of Facebook posts is a bit more art than science. Here’s an example that illustrates how to go about it.

Perhaps every day for three days, you post a link on your Timeline with a message about a different, new entry you have published on your blog each of those days. One of those posts receives 21 Likes, another receives 11 Likes, and the third receives 5 Likes. What does that really mean? What types of things should you look at?

  • Timing: You might want to take a look at the day and time of day when the posts were made. Maybe the post that received 21 Likes occurred on a Tuesday at 3 p.m., the post that received 11 Likes was made on a Monday at 4 p.m., and the 5-Likes post was made on a Friday at 9 a.m.

    Over a period of time, you can see if a pattern emerges. Are more people engaging with your Page on Tuesdays than on Fridays, for example? Or are your users inclined to be on your Page late in the day rather than early?

  • Topic matter. You also want to take a look at the topics of the posts. Was the post that received 21 Likes about a topic that your users are most interested in? Was there something special about the way you posted your message? In the 21-Likes post, perhaps you started your message with a catchy question or added some humor. You want to evaluate all these variables to see whether you can detect a trend.

    For example, suppose that you posted several questions to get your users engaged in a conversation. One question about weekend plans receives 2 Likes; another question, which asks who will be attending the South by Southwest (SXSW) Music and Media conference, receives 18 Likes.

    What can you tell from the different level of responses? Perhaps your users really don’t care about what others on your Page are doing on the weekend, but they really connect to the SXSW conference.

You can’t make sweeping statements based on only a couple of reactions, of course, but if you make a point of reviewing which questions and conversations generate the most Likes, you’ll start to see what is most important and relevant to your users. You may even discover that a huge potential customer base will be going to SXSW, so maybe you should be going, too!