Match Metrics To Your Strategy – A Focus On Facebook
We have looked at the main success factors in great digital marketing last week, so today we’re going to laser in on one of the social media giants: Facebook.
Besides your own website, Facebook is arguably your online shopfront. With this in mind, using Facebook to build customer satisfaction is key but monitoring your performance is just as vital.
Facebook – Made to Measure
Okay, so you have built up a healthy following and you feel you are engaging your fans well. Regular updates and the odd cat meme? Excellent, but remember that every aspect of your Facebook interaction with fans can be measured to hone your efforts further. One point to note however, is to link these metrics with your Facebook strategy.
The basic (and the most popular) metrics to note are fan count, likes & comments. As these grow, they provide many a marketer with a warm and fuzzy feeling of success! Simply speaking, a rise here is a positive step but if not allied to your objectives they mean surprisingly little.
Measure Against Your Goals – An Example
A brief example that this humble writer can recount was from time spent working with a local visual arts festival. One early objective was a campaign for artistic submissions launched worldwide to give the festival an international flavour. The net was spread wide to forums, Facebook & Twitter communities etc to attract them. After this big push, the event’s Facebook friend count increased by 400% in three weeks! Cue the celebrations, until the next phase of marketing began. This was centered upon promoting ticket sales and attendance, where local fans are the obvious target. The discovery was sobering – our hyper-inflated friend count revealed that most of these new fans were international, from Asia, South America, even Australia… None exactly in a position to attend a festival in Dublin!
Ready, Take Aim, Measure
What to take from here is that while basic Facebook metrics often highlight positive trends, they may not be the right ones for your aims.
Looking to spread great content? – Look for number of shares of your links, or its ‘viral’ spread
Promoting an event? – Measure if fans are primarily in your area, promote posts to local users only
Increasing leads & referrals? – Check Google Analytics, are clicks from Facebook to your website growing?
If you want to use social media to improve your business, you’re in for the long game. Returns may not be rapid, or easy to pinpoint at first but keep your objectives in mind and stay the course. Growing your Facebook presence must be a means, not an end. Whatever your business is looking to achieve, use Facebook to assist these goals and measure to suit.