May 25, 2012

3 Critical Facebook Metrics to Measure Success

Metrics from Facebook Insights can provide valuable data for page managers. The new metric “Talking About This” is the talk of the town. However, people seem to believe that this number alone can be used to judge the engagement level of a Facebook page. I disagree with this notion. This leads me to my 3 favorite Facebook metrics:

Active Users

This is not a standard Facebook measurement, but with simple division (for %) or subtraction (for total), you can see how many users are “active” on your page. I define an active user as someone who has clicked on any part of my content. This is how I measure active users:

Unique Engaged Users/ Organic Reach= Activity %


Organic Reach – Unique Engaged Users = Active Users

These measurements can be found when you export page level data from insights. I recommend always exporting your data. The data that is provided on the insights platform is a fraction of what is available. Remember to use organic reach so paid reach does not inflate your data.

Unlikes/ Unsubscribes

The reason I love this metric is because it is quick and easy way to see what type of content is not resonating with your fans. Unlikes/unsubscribes are often a result of posting too often, or poor content. This is prized data for improving your content strategy!

Oddly, sometimes you will see spikes in unlikes/ unsubscribes when a piece of content has extremely high engagement. This is because fans that are “not that into you” are seeing your content take up significant real estate in their newsfeed. This helps weed out fans that are not true fans, so don’t let it worry you.

Talking About This (Minus New Page Likes)

Facebook’s “Talking About This” metric has been the metric that Facebook boasts is the most important. They claim that this metric is a snap shot of engagement level for a Facebook page. I don’t completely disagree, yet the number can be misleading. Here’s why:

If company X does not post any content on their page for a week, they can still have a higher (publicly viewed) Talking About This number than Company Y, who has posted once a day and had an average of 100 fans like, share, or comment on each post. How? Facebook Ads! Company X, who paid $700 and got a 1000 page likes, is apparently more engaging than a page who posts great content.

Therefore, when I want to know how many people are engaging with my content, I leave the new page likes out of the equation. I do my advertising & page growth separate from my engagement analysis. When reporting on engagement, I am more concerned with how my content is performing.

Side note: A little trick I have learned for all you Social Media Managers who monitor the competition is to watch for a spike in Talking About This. Usually, this means that your competitor has started ads or increased their ad budget.

Tags: Best Practices, Data & Analytics, Facebook, Tools

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