Likes are passe. Marketers guide to most relevant metrics
Facebook marketing is NOT same as what it used to be just a year ago. Multiple factors have affected the way this platform behaves. Changing user behavior, changing content preferences, facebook’s own algorithm changes & government policies – all together has made a deciding impact on Facebook’s marketing techniques.
Marketers must understand how these changes are affecting their own efforts & what should be best way to measure it. If you are still dependant on metrics like – number of likes, comments & shares or number of check-ins as your success parameter, hold on; take a breathe and read these eight metrics which will change your perception about Facebook measurement metrics.
Here we go:
Engagement Per Post:
The term engagement covers all the basic metrics: Likes, Shares, Comments & Reactions. These are the most basic metrics to measure performance of your post across any social media platform. More likes, shares, comments and reactions clearly indicate that more users are engaging with your content. Regularly monitoring your engagement per post will give you an insight into which content works best for your brand.
Every post receives different engagement based on the post subject. Then why should you compare different posts on a common ground? Engagement ratio is probably the most effective formula to compare performances of your posts.
It is the ratio of total engagement a post received to the total amount of reach for that post (total engagement / total reach). Higher the ratio, higher the engagement quotient for the post.
Every advertiser wants their ads to be shown to the most pertinent users. Relevance score of your ad indicates whether your ad is being shown to the audience germane to you product. It plays vital role in optimizing the campaign already in progress.
Relevance score between 0 to 4 means that you need to re-organize your advert, while on the other hand relevance score of 7 or above means your ad is reaching out to the people most likely to engage with it.
Video Minutes Views:
Videos are now the most effective way to convey your content to the large audience across all social media platforms. But simply measuring number of views may not be the right way to measure the success of your video post. Facebook provides the data that shows how many users have watched your video for how long. Here you will be able to know whether your content is actually being consumed or people are shutting it down in just few initial seconds.
They say any publicity is good, however, if your profile is subjected to continuous negative comments and reactions then it is alarming. Continuous negative engagement will create bad reputation of your brand. New users will always look at your social media presence with suspicion. Therefore, always look for what type of engagement you are receiving.
Response time is the average time it takes your page to send initial responses to new messages in one day. It is very significant measure that shows how engaging your profile is and how sincere you are about your social media presence. Higher response time will not make any user to hesitate to have a conversation with you.
Post Click Conversion Rate:
One of the most prevalent and important performance measure for advertisers is conversion rate. It gives the information that is most important for any social media ad campaign – How many of the users, who clicked on your ad, completed the goal behind that advert. Higher conversion rate ensures that your ads are performing well and you have created right targeting audience.