How To Measure Facebook Engagement Accurately
Chances are that you might have some form of Facebook-marketing included in your overall marketing plan, and that’s good. But how to actually measure social influence your page is getting?
There are some metrics that Facebook delivers through its Insights tab when you’re browsing Facebook “as a page.” Today, we want to guide your attention towards four of them.
They all play a major role when it comes to measuring Facebook engagement, and even though the names themselves don’t reveal much, there are some significant differences between the following metrics.
Post Reach By Your Fans
Basically, the idea behind this social measure is really straightforward. It’s the overall number of fans who have seen any given post of yours.
However, this is not visible on the Insights tab directly. You have to export your data to .xls in order to see it.
This metric should be compared to your overall number of fans. For instance, if you have a total of 10,000 fans, yet only around 2,000 of them see your posts then it means most of your fans have decided to hide you from their News Feeds. This is an indication that you fail to produce content that resonates with your fan base.
This is also known as the organic reach, and it’s basically the number of fans and non-fans who have seen a post of yours.
Luckily, you don’t have to export your data to see this metric; it’s available through the Insights tab (the column is labeled “Reach”).
The thing to do here is to compare it against the previous metric.
For instance, if your overall reach is very similar to your fan reach then it means you’re failing to interest new people with your content. Basically, a situation where the overall reach is bigger than the fan reach is a desired one.
Now, this is tricky. The engagement metric represents the number of people who have clicked anywhere in your post (this includes likes, comments, clicking on links, clicking on other commenters’ profiles, even reporting your post as spam, etc.).
The best thing to do here is to obviously compare this metric against your overall reach and fan reach. Simply speaking, the more engagement you get, the better.
“Talking About This” -reach
This social measure is very similar to the engaged users metric. However, it only measures likes, comments, and shares.
We advise you to treat this metric as a way of determining the quality of your posts. In short, this is a metric representing the people who have decided to share your content with their friends and followers.
Compare this number against your overall reach. The more you get, the more quality your post is. By paying attention to this metric, over time, you will be able to determine what makes a quality post for your page and what doesn’t.
In the end, and overall good habit is to monitor these metrics for each individual post you publish, so you can act right away and make sure that your next post will always be better than the previous one.