Whatever the size of your business, the goal of Facebook is to build a community and commitment. Good management requires time and organization, so it is wise to establish performance indicators to measure the effectiveness of actions taken. But then, all too often no indicator is set up and then it comes time to make an assessment to give a new dynamic to your page.
Through this post I suggest you go back to 6 performance indicators (KPI) to conduct an audit of the current state your Facebook page. Also, the audit funnel will allow you to assess barriers and thus make better decisions about the strategies to be undertaken.
1. Measure the progress of your community
This first very general indicator should allow you a glance to assess the overall performance of your page. A community does not evolve linearly. We must therefore take into account new subscribers and churn for a given period. This metric is called the development of your community.
Formula: Number of new subscribers - Number of churn
This index allows you to go beyond measuring the number of fans between two periods by indicating in an encrypted manner the impact of churn on the development of your community.
Through this post I suggest you go back to 6 performance indicators (KPI) to conduct an audit of the current state your Facebook page. Also, the audit funnel will allow you to assess barriers and thus make better decisions about the strategies to be undertaken.
1. Measure the progress of your community
This first very general indicator should allow you a glance to assess the overall performance of your page. A community does not evolve linearly. We must therefore take into account new subscribers and churn for a given period. This metric is called the development of your community.
Formula: Number of new subscribers - Number of churn
This index allows you to go beyond measuring the number of fans between two periods by indicating in an encrypted manner the impact of churn on the development of your community.
Where to get this indicator from the interface of Facebook statistics, refer to the "words like" tab and go to the sign "I love Legal clear: change".
Tip: Make a daily correlation between the events of your page and the evolution of the number of subscribers to identify publications that may have a direct impact on your community.
Evolution of the Facebook community
2. Measure the quality of hearing: the scope of the fans by publication
The scope of the fans by publication is a key indicator of the health of your Facebook page and especially the quality of your hearing.
These measures average visibility of a publication on your fan base. A fan is recognized upon publication appears in the news feed. Please note here that a fan discussion does not mean that he has seen or read your publication.
This indicator assesses the quality of your audience with your page. The lack of interest of your audience for your content will have a negative impact on the algorithm of Facebook (EdgeRank). The Facebook EdgeRank allows to define for each user publications to focus on their current wire as the real interests of the user (by analyzing the history of interactions with the pages of which he is a Fan or friends). And certain publications or news pages will thus never displayed on a user's news feed. In other words the EdgeRank assesses the quality of your audience
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab and select "Range: Fans / Non-Fans" (On the English interface indicator corresponds to "Reach Fans / No -Fans ").
Scope of fans on Facebook
3. Measure the average organic reach of your publications
The scope of your publications is a key indicator of the visibility of your Facebook page with your fans, non-fans who viewed your page and any readers if a widget is installed on your site. This metric is provided by Facebook to measure the exposure of your content.
Remember that the goal of any Facebook page is to present its publications to the widest possible audience and thus to be as visible as possible. It is therefore to measure the average exposure of a publication on the entire Facebook platform and its widgets.
The interest of the organic range is to compare it with the scope on Fans to identify obstacles to the visibility of publications.
So if these two indicators are close enough, it could mean that only the fans see your content, then it could be wise to install widgets to promote your events on your blog or site.
However, if the organic range proves much greater scope for fans, it will assume that your EdgeRank is low, either because of the poor quality of your audience (little interest for your page) or communications strategy to be reviewed.
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab and select the indicator "Range: Organic / Paid" (On the English interface indicator corresponds to Reach: Organic / Paid ).
4. Measure the appeal by the average click rate
The average click through rate of your publications is the most common metric to assess the attractiveness of your publications. This refers to define the number of fans who have demonstrated a form of interest in your content. This metric combines all clicks for publication and then refers to the fan base.
Formula: Number of clicks (Publication A) / Total Fans
Tip: For a more representative indicator of the impact of your publications, it is better to postpone the number of clicks on the fan base was potentially exposed to your publication (Fan Reach). It is likely that less than 20% of your subscribers are exposed to your publication according to the connection patterns of your customers and the Social Platform algorithm on which you provided.
Formula: Number of clicks (Publication A) / Number of exposed Fans
Watch the CTR of your various publications and analyze the characteristics of your publications to identify incentives elements click. Here are some thoughts that you must take into account to understand your CTR: a content type (article, photo, video, text ad) is it more effective than another? What themes meeting the most clicks? Is the call to action good?
Where to get this indicator: You must be a ratio from the interface of Facebook statistics. Refer to the Publications tab and select the indicators "Range: Organic / Paid" and "clicks on publication. »
CTR on Facebook
5. Measure the assessment by the commitment rate
CTR allows to know the attractiveness of your publications. However, knowing the degree of involvement of your subscribers is even better. Thus comes the commitment rate, a metric to measure the appreciation and interest of your page. The commitment rate for publication to define the most successful publications in terms of interactions. This is a key element to correct and improve your EdgeRank to improve the visibility of your page.
It has all the possible forms of engagement for publication by referring to the fan base.
Formula commitment rate published: Number of Comments I like + + + Sharing Clicks / Total Fans
Tip: Again, it's best to just focus on the fan base was potentially exposed to your publication (Fan Reach) to obtain a more representative indicator of the attractiveness of your publications.
Formula commitment rate published: Number of Comments I like + + + Sharing Clicks / Number of exposed Fans
Commitment rate on Facebook
Exploring improve engagement rates: What are the days and hours that are most conducive to promote the visibility and interaction around your publications? My publications they encourage conversation and / or appreciation? My publications ending with a question they have a higher rate of commitment? Are shorter or pictorial publications the most successful?
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab on the indicator commitment rate (right).
Tip: For a nod forms of engagement, refer to the Publications tab and change the indicator commitment rate for the indicator "Mention I like, comment and share."
Forms of engagement on Facebook
6. Measure the impact of your Facebook page on your conversion goals - the referring traffic and Assists
Finally, you need to define a final indicator to allow you to assess the ability of your fan page to generate or assist conversions on your website. It is here the power conversion rate.
It will be assumed that the fan page has had an impact on the conversion, if and only if, the visitor accessed the site from the fan page (link in a publication) within 30 days preceding the conversion.
Formula: Number of power conversion (Fan Page) / Number of unique visitors sent by Fan page
Tip: If the general conversions on your site are low then see the referral traffic from your fan page.
Exploring improve referring traffic: she leads page traffic to the site? She encourages regular visits from users 'known'? Is it an intermediate in the conversion of the site? What are the most effective incentive elements to bring them on the site?
Where to get this indicator: You must have previously installed a web analytics tool on your site, such as Google Analytics. Visit the Conversions tab> conversion funnels. Then filter results by indicating in the filter field reference the "Facebook". Remember to tag your links with a campaign ID for more statistical evidence.
Power conversion on Facebook
The establishment of regular monitoring of these KPIs will gauge the success of your fan page and detect problems as they arise.
However, these indicators can not answer all the problems. So when it comes time to deploy new campaigns to specific targets (Sales - Customer Relationship - Loyalty - Bring store traffic - etc.) you will provide yourself with performance measurement indicators better suited to your social media strategy.
Tip: Make a daily correlation between the events of your page and the evolution of the number of subscribers to identify publications that may have a direct impact on your community.
Evolution of the Facebook community
2. Measure the quality of hearing: the scope of the fans by publication
The scope of the fans by publication is a key indicator of the health of your Facebook page and especially the quality of your hearing.
These measures average visibility of a publication on your fan base. A fan is recognized upon publication appears in the news feed. Please note here that a fan discussion does not mean that he has seen or read your publication.
This indicator assesses the quality of your audience with your page. The lack of interest of your audience for your content will have a negative impact on the algorithm of Facebook (EdgeRank). The Facebook EdgeRank allows to define for each user publications to focus on their current wire as the real interests of the user (by analyzing the history of interactions with the pages of which he is a Fan or friends). And certain publications or news pages will thus never displayed on a user's news feed. In other words the EdgeRank assesses the quality of your audience
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab and select "Range: Fans / Non-Fans" (On the English interface indicator corresponds to "Reach Fans / No -Fans ").
Scope of fans on Facebook
3. Measure the average organic reach of your publications
The scope of your publications is a key indicator of the visibility of your Facebook page with your fans, non-fans who viewed your page and any readers if a widget is installed on your site. This metric is provided by Facebook to measure the exposure of your content.
Remember that the goal of any Facebook page is to present its publications to the widest possible audience and thus to be as visible as possible. It is therefore to measure the average exposure of a publication on the entire Facebook platform and its widgets.
The interest of the organic range is to compare it with the scope on Fans to identify obstacles to the visibility of publications.
So if these two indicators are close enough, it could mean that only the fans see your content, then it could be wise to install widgets to promote your events on your blog or site.
However, if the organic range proves much greater scope for fans, it will assume that your EdgeRank is low, either because of the poor quality of your audience (little interest for your page) or communications strategy to be reviewed.
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab and select the indicator "Range: Organic / Paid" (On the English interface indicator corresponds to Reach: Organic / Paid ).
4. Measure the appeal by the average click rate
The average click through rate of your publications is the most common metric to assess the attractiveness of your publications. This refers to define the number of fans who have demonstrated a form of interest in your content. This metric combines all clicks for publication and then refers to the fan base.
Formula: Number of clicks (Publication A) / Total Fans
Tip: For a more representative indicator of the impact of your publications, it is better to postpone the number of clicks on the fan base was potentially exposed to your publication (Fan Reach). It is likely that less than 20% of your subscribers are exposed to your publication according to the connection patterns of your customers and the Social Platform algorithm on which you provided.
Formula: Number of clicks (Publication A) / Number of exposed Fans
Watch the CTR of your various publications and analyze the characteristics of your publications to identify incentives elements click. Here are some thoughts that you must take into account to understand your CTR: a content type (article, photo, video, text ad) is it more effective than another? What themes meeting the most clicks? Is the call to action good?
Where to get this indicator: You must be a ratio from the interface of Facebook statistics. Refer to the Publications tab and select the indicators "Range: Organic / Paid" and "clicks on publication. »
CTR on Facebook
5. Measure the assessment by the commitment rate
CTR allows to know the attractiveness of your publications. However, knowing the degree of involvement of your subscribers is even better. Thus comes the commitment rate, a metric to measure the appreciation and interest of your page. The commitment rate for publication to define the most successful publications in terms of interactions. This is a key element to correct and improve your EdgeRank to improve the visibility of your page.
It has all the possible forms of engagement for publication by referring to the fan base.
Formula commitment rate published: Number of Comments I like + + + Sharing Clicks / Total Fans
Tip: Again, it's best to just focus on the fan base was potentially exposed to your publication (Fan Reach) to obtain a more representative indicator of the attractiveness of your publications.
Formula commitment rate published: Number of Comments I like + + + Sharing Clicks / Number of exposed Fans
Commitment rate on Facebook
Exploring improve engagement rates: What are the days and hours that are most conducive to promote the visibility and interaction around your publications? My publications they encourage conversation and / or appreciation? My publications ending with a question they have a higher rate of commitment? Are shorter or pictorial publications the most successful?
Where to get this indicator from the interface of Facebook statistics, refer to the Publications tab on the indicator commitment rate (right).
Tip: For a nod forms of engagement, refer to the Publications tab and change the indicator commitment rate for the indicator "Mention I like, comment and share."
Forms of engagement on Facebook
6. Measure the impact of your Facebook page on your conversion goals - the referring traffic and Assists
Finally, you need to define a final indicator to allow you to assess the ability of your fan page to generate or assist conversions on your website. It is here the power conversion rate.
It will be assumed that the fan page has had an impact on the conversion, if and only if, the visitor accessed the site from the fan page (link in a publication) within 30 days preceding the conversion.
Formula: Number of power conversion (Fan Page) / Number of unique visitors sent by Fan page
Tip: If the general conversions on your site are low then see the referral traffic from your fan page.
Exploring improve referring traffic: she leads page traffic to the site? She encourages regular visits from users 'known'? Is it an intermediate in the conversion of the site? What are the most effective incentive elements to bring them on the site?
Where to get this indicator: You must have previously installed a web analytics tool on your site, such as Google Analytics. Visit the Conversions tab> conversion funnels. Then filter results by indicating in the filter field reference the "Facebook". Remember to tag your links with a campaign ID for more statistical evidence.
Power conversion on Facebook
The establishment of regular monitoring of these KPIs will gauge the success of your fan page and detect problems as they arise.
However, these indicators can not answer all the problems. So when it comes time to deploy new campaigns to specific targets (Sales - Customer Relationship - Loyalty - Bring store traffic - etc.) you will provide yourself with performance measurement indicators better suited to your social media strategy.