Facebook Metrics: 5 Things You Need to Know

What are Facebook metrics? How can you use it to your advantage? How do you interpret all these statistics?

If you’re still scratching your head about this latest technology, you’re not alone. Many small business owners are having trouble figuring out how to utilize Facebook metrics. We’re here to help.

Here are 5 important things to know about your Facebook Metrics.

Learn why fans like posts, and you can improve your social media reach.

1. Post Level Data Is Often More Valuable than Page Metric Data

Page Level Data may be less meaningful for businesses, because they don’t post consistently. Weekly reach will be lower for weeks you only post a couple of times, and higher during those weeks you post more. This can lead you to believe that your low weekly reach numbers reflect poor post quality, when that might not be the case at all. Post level data gives you information on how well individual posts do, not how well your overall Page is doing. You should look at the following Post Level Facebook metrics:

  • Lifetime post organic reach
  • Lifetime post reach from those who “Like” your page
  • Lifetime post viral reach
  • Lifetime post engaged users
  • Lifetime negative feedback
  • Lifetime “Talking About This”

2. EdgeRank: What It Means

EdgeRank is how Facebook filters other posts into and out of your news stream. It’s analogous to how Google uses PageRank to sort search results for relevance. EdgeRank helps maximize engagement and minimize spam. The EdgeRank factors determining whether people see your posts in their news feed are:

  • Whether they have previously interacted with your posts
  • Whether a user’s network at large has engaged with your content
  • Whether a user has interacted with similar types of posts (such as photos, polls, videos, etc.)
  • Whether your content has received complaints by other users

3. Facebook Isn’t TV, Print, or Radio

Businesses that have been around a long time sometimes think of Facebook as a free service for broadcasting messages to large numbers of people, similar to sending out press releases, or advertising on radio or television. This mindset is wrong. Businesses that succeed in their Facebook campaigns know that social media is a two-way game, and simply spamming your page with promotional information doesn’t work. Facebook users want to feel empowered, and they don’t if you’re always talking “at” them rather than “to” them.

4. Lesser Known “Insights” Are Very Valuable

On your Facebook Insights dashboard, there are three important Facebook metrics you may not know about: engaged users, incoming traffic from external referrers, and your “Talking About This” score.

In your “View Insights” drop-down menu, scroll until you see the chart of page posts. Next to each post are data columns, including “Engaged Users” showing how many clicked on a particular post. This metric lets you examine popular posts and learn from them. Look for commonalities among posts with high “Engaged User” numbers.

From your Insights dash, click “Reach” and scroll to “External Referrers.” This lists websites and numbers of users arriving from each, showing you where your Facebook traffic comes from.

Your “Talking About This” score is a public metric, so people see it next to “Likes” for your page. It shows how well you’re connecting your brand with fans. Aim to improve this metric by 2% to 5% per week to increase reach.

Work toward a steady increase in your posts’ “Talking About This” scores.

5. You Need to Know What You’re Doing Wrong, Too

In your Facebook Insights Post Level Data, in the Key Metrics Sheet’s “R” column, you’ll find lifetime negative feedback. If a post has high negative feedback, try to figure out why, delete it, and avoid making similar posts. Also, you can find out negative feedback per post by clicking on your Engaged Users number and looking at the bottom of the window. Since September 2012, Facebook has weighted negative feedback more heavily, so if you’re getting negative feedback, you need to try to discern why, then change your approach accordingly.

Facebook metrics can be confusing, but it’s in your best interest to invest the time in understanding your Facebook metrics so you can learn what you’re doing well and what you could improve upon. If you’re interested in finding out more about how Facebook metrics and other social media analysis can help your business, visit A Virtual Success, a widely-respected resource for learning how to boost your company’s social networking profile. In the meanwhile, we invite you to leave your thoughts or questions below in the Comments Section of this blog.
Photo Credits: Kittikun Atsawintarangkul / freedigitalphotos.net, renjith Krishnan / freedigitalphotos.net

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