Facebook Engagement: The Best Measure of Social Media Success

We all love the social side of Facebook: that warm fuzzy feeling when a client or customer posts a glowing comment on your page, or when hundreds of fans “like” a photo. As businesses, when we look at the bottom line for participating in social media we have to evaluate our return on investment (ROI). Evaluating the ROI for social media platforms can be a fuzzy area, and so here are a few Facebook Insights data you should examine.

Page Likes

The number of likes a particular page has will vary with the industry, and you should watch several other pages within your industry to compare how your page likes stack up against others. Resist the temptation to believe that the number of Page Likes is the best measure of your social media performance; it is simply one variable!

pages to watch photo for Facebook

To evaluate Page Likes data, click on View Insights and then Likes. Examine your Net Likes to measure your overall success in gaining and keeping followers. Do you have frequent, high numbers of Unlikes? Evaluate your posts to see what may be driving people away. Inspect your Organic Likes vs Paid Likes to determine if the content you are providing or the ads you are producing are driving fans to your page.

Facebook likes graph

Facebook graph showing likes and unlikes

Engagement

Engagement is a much better measure of how your social media efforts are paying off. When customers interact with your page, either by liking, commenting, or sharing posts, they are giving you mini-endorsements to all of their friends and family. The “reach” (or number of total people who saw the post) of these actions will be far greater than your base Page Likes number.

post reach on Facebook

How do you measure engagement? On the wall of your business page look for the “talking about this” number. This is the number of “stories” created by people who liked, commented, or shared your posts. These stories show up in the news feed of friends of the person interacting with you; thus showing your name to many people. The Talking About This number compiles those interactions for a week with a 48 hour lag time; you won’t see this number increasing for today’s posts until two days later. Bonus: you can see the Talking About This for your competitors pages too and compare your engagement with theirs!

Evaluate individual post engagement regularly to ensure you are posting quality content with which your fans will engage. Click on your Insights Tab and then Posts. First you’ll notice the days of the week and times when your fans are online. Pay attention to this data! If your fans are online more on Fridays at 8pm then time your posts for that time frame. Another option is to post at different times of the day and monitor what posts get the most engagement. It may be that your engaged fans are online at different times than overall fans.

Facebook graph of when your fans are online

Next examine the All Posts Published area. Click the drop-down arrow beside the Reach and check Fans/ Non Fans. A post with higher engagement will have more non-fans seeing it, which means more potential clients are seeing your name. Next click on the drop down arrow beside Post Clicks, Likes, Comments & Shares, and click on Engagement Rate. This is taking the number of people who engaged with your post and comparing it to the number of people who actually saw the post. High engagement on posts will help you determine if you are posting content relevant to your fans. Just remember this is a ratio of the number of likes, comments, and shares divided by the number of people who actually saw the post, and so a post with high reach is going to need a high number of interactions to have a high engagement rate.
Another handy data point within this tab is the Post Hides, Hides of All Posts, Reports of Spam, and Unlikes of Page in the drop-down menu of Post Clicks. If you have a post or posts with more than 1 or 2 of these negative indicators you need to reevaluate what you’re posting!

Facebook posts published and engagement on posts

By evaluating Page Likes and engagement, we can be sure our content is relevant to our fans which will drive business to our doors as well as solicit new customers.

Quick Tips on Video and Audio Marketing

Beverly Mahone at the radio station

Beverly Mahone at the radio station

As a veteran journalist and TV and radio broadcaster, Beverly Mahone can appreciate the power of marketing through video and audio.

More and more people are discovering that they no longer have to spend hundreds or even thousands of dollars for a 30 or 60 second commercial. The growing popularity of social media now allows each of us to create our own advertising campaigns for the price of a video camera, plug-in headsets for your computer, and some creative imagination.

Video and audio marketing are great ways to get your name out there.

Here are a few video tips from Bev Mahone’s chapter.

1. Provide Quality Content. Offer resources or something else of value they can take away by watching your video.

2. Grab Attention With Your Videos. The goal is to attract your viewer’s attention, encourage them to research further on your site, and ultimately become a customer.

3. Take Advantage of All Your Social Options. Be a social butterfly. Connect with others on Facebook, Twitter, MySpace, Ryze, etc.

4. Show Your Personality. There’s nothing worse than watching someone who sounds like they’re uninterested in what they’re talking about.

Bev Mahone’s chapter in Social Media for Business also includes more detail and podcast tips.

There’s an old saying, “practice makes perfect.” The more you do it and work at it, the better you become. And always remember to enjoy what you do.

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What quick tip do you have for those starting out with video and audio marketing?

Brossman and McGaha's Social Media for Business Book

Find down-to-earth, insightful, practical and valuable practices, tips, perspectives and explanations in Social Media for Business by Martin Brossman and Anora McGaha with chapters by 20 contributors, including Bev Mahone. Written by small and micro business owners, with direct experience that can help and guide you in using the Internet and social media to grow your business, referral partners and your reputation, this book will help you and your business.

Short chapters so you can find what you’re looking for and get what you need to know fast.  If you haven’t read it yet, order it now. Amazon for $16.52. Or apply  Discount code: C47P9D2V when you order on CreateSpace for $16.00.

Let the tens of thousands of hours of research and experience represented in this book save you time and grow your business – for less than $23 delivered.  Read what reviewers have said on Amazon.

After you’ve read it, leave your own review. Have suggestions? Email info@thesocialmediaforbusinessbook.com. We want to hear from you.

Ways to Use Photos Creatively in Social Media


Wall Flowers. With a camera on your phone, you can catch a photo anytime!

Photos attract attention far faster than words do.

So how can we be creative with photographs?

For some people getting creative means figuring out what to take pictures of.

For other people getting creative means adding graphics and enhancing the photos, making photo collages or doing interesting things with framing, naming and captioning photos.

Creative Subjects for Photos?

For businesses with brick and mortar, it may be obvious to some people, but not to others.

Don’t miss the obvious: your entryway, parking, signs, interior decor, the inside of your store, your products, customers in your store, pictures of you and your staff, images from your website, graphics you make to promote your products or an event.

Don’t forget the locale, seasons and events: local weather, local places to go and see, your business in different seasons, holiday related decor you use, events that happen in your store or that you participate in, other businesses you support, your sponsorship of any local events.

Consider humor. Humorous photos are good but think twice about who your customers are and make sure they’re appropriate for your audience.

What are Some Creative Ways to Work with Photos?

Social Media for Business by Brossman and McGaha in the Social Media Marketing section of the bookstore

Add text to photos. If you add text to your photos, you can point out things that your customers might be interested in.

Add graphics to the photo. An arrow and a note showing how your products are twice as big as someone else’s. A circle to point out fine detail. A star to announce some savings.

Some simple photo editing tools. If you’re not a Photoshop user, you can use PowerPoint, Picasa photo editor or Paint to add text to photos. You won’t have high resolution (it’ll be a little fuzzy), but you can do it. Be sure to choose a color text and design that is visible on the photo.

Most of all…don’t miss out – have a way to take pictures with you – ideally all the time .

Camera phones and handy digital cameras. Having a camera on your mobile phone is the easiest way to be able to catch photos anytime anywhere. Or, you can also get an small digital camera that fits in your pocket. Download the photos daily or once a week to your computer, choose the good ones to save, delete the poor ones, and you’ll be building your own media library for your online publishing.

Whether catching your team doing what they do best, a ray of sunlight on a plant in your office, or a customer’s pet (if they approve), capturing pictures of the ordinary moments in your day to day work life can be easy and rich content for your online social media program.

Find down-to-earth, insightful, practical and valuable practices, tips, perspectives and explanations inSocial Media for Small Business by Martin Brossman and Anora McGaha. It was written by small and micro business owners, with direct experience that can help you use the Internet and social media to grow your business and your reputation.

Let the tens of thousands of hours of research and experience represented in this book save you time and grow your business – for less than $23 delivered.  Read what reviewers have said on Amazon.

After you’ve read it, leave your own review. Have suggestions? Email info@thesocialmediaforbusinessbook.com. We want to hear them.