Whether in Community Management or for any other type of digital marketing action, it is important to measure their effectiveness. And to get there, you have to analyze the results. Statistics are very important data to know if what we do online is effective or not. In this article, we will focus on the different stats that Facebook offers . Here is an overview of the data available on Facebook pages:
A. Identify the strategic objectives of the company In absolute terms, the objectives of a presence on Facebook must be defined in line with the strategic objectives of the company. How many times have we heard “my competitor is there, so I created a page”, or “it seems that my customers are on it, so I am advertising on my page”. You have to set a specific goal to invest in the platform. This will require time, investment (human and financial resources), skills, etc. But as with any investment (normally), it will be necessary to analyze the return!
Translating Them Into Goals On Social Networks
These objectives to be achieved are then to be interpreted from a “Social Media” point of view, ie to be translated into indicators that can be measured. Here are some examples : Improve traffic : this one aims to gain quality traffic to a website for example. Push for the installation of an application : if a company offers an application, it is this metric that will be studied.
Gain Video Views : Native video on Facebook is very popular with platform users. Push to post interaction : This is what measures the engagement between users and the page’s posts. Realize a precise conversion on the website : transform users into potential buyers in the case of an e-commerce site or generate qualified leads through the company’s Facebook page. Keep in mind that social networks are part of a set of marketing actions , revolving around content, site and brand. It is more than necessary to analyze and follow the right indicators, in wanting to take everything into account, the brand risks getting lost and not being able to react in time when an action does not work.
Define Quantified Objectives
Once the target category has been defined, it is necessary to set a measurable figure to be achieved. We have written an article on the subject, which presents the principle of SMART objectives (Specific, Measurable, Achievable, Realistic and Time-bound). For example, a SMART goal might be “Increase the reach of our posts on Facebook by 30% in 3 months”. To access the statistics of a page, all you have to do is click on the “ Statistics ” tab or via the following link:
For each of the objectives mentioned above, we are now going to define the different statistics to monitor and analyze for a Facebook page. Brand awareness: the category that is important here is the “ Likes ” tab . In this tab, you will be able to follow the evolution over time of the number of likes on the page and thus be able to compare this evolution from one month to another. So, depending on the company (type of customer, growth phase, etc.), several objectives are possible on Facebook: