How to Measure Your Facebook Marketing Efforts

One thing I have learned in managing Facebook business pages is that you can’t judge what’s really going on from the surface. The real story lies within your Insights. If you are not using these Facebook metrics, you are not taking your marketing efforts seriously.

Unfortunately, getting a clear understanding of what efforts are producing what results is not something you can do in a snap. It takes time to put all the pieces together, but that is the reality in effectively measuring any marketing campaign. If you don’t spend the time to understand what’s working, you miss the opportunity to get as much as possible from your Facebook investment.

What you need to piece together your results:

1. Facebook Insights
2. History of messages
3. Knowledge of what other efforts were influencing traffic to your page

What you should look for depends on what your Facebook goals are. If your business sells products or services directly to consumers, then page views are an important metric as you should be including product or service offers in your messaging strategy. The more times each fan visits your page, the more times they are exposed to your offers.

Certainly comments and likes are important as they influence Facebook’s perception of your page’s importance to a fan, and ultimately your place in their news feed. But don’t assume that no likes or comments means that nobody is visiting your page. Studying your Insights will show you otherwise.

If you would like some help with learning how to measure your own Facebook efforts, we offer training and ongoing page management. Please contact me for more information.