You have invested the time, effort and money into making a Facebook page for your business. Is your business reaping the rewards from this? I love Facebook and write about Facebook Ads and engagement all the time. It is easy to tell with one look if you have a lot of activity on your business’s Facebook page, but is that activity actually doing anything good for your company or is it actually harming business?
Today we will show you how to analyze your Facebook page’s performance and find the answers to these questions, so you can find out what is working and what isn’t.
Social Media Engagement
Measuring the social media engagement on your Facebook page is a good starting point to determine your page’s performance. However, it can only tell you so much. Measuring the number of fans, page views, comments, tab views and etc. that your page has by using tools such as Facebook Insights will tell you how many people are looking at your business, but it does not tell you how many people are actually purchasing your services or products.
That being said, it is still a good source of information to see if your social media efforts are being seen. You probably will notice peaks of activity in these stats. Some peaks will be due to holiday seasons, but some peaks may be due to promotions you have been running. By looking at these peaks, you can tell which social media efforts have been most effective.
Having activity on your Facebook page is one thing, but is it all good PR? It’s important to measure the type of activity you are getting. The saying “there is no such thing as bad press” does not apply to your Facebook page. Negative comments on your page or about your business elsewhere on the web can have a detrimental impact on your business.
On the other hand, positive comments can increase your customer base. Use tools such as Klout, PeerIndex, and Kred to measure your social influence. The statistics these sites can give you will enable you to determine if you need to make adjustments to your Facebook page and/or business practices.
Now that you know how much activity your Facebook page has and whether it is positive or negative, you need to determine how that data is actually affecting your bottom line. A good social media presence is great, but if it does not actually translate into increased revenue for your business, then your social media impact is little more than an ego boost. Measure the performance of specific links to see if your social media posts are resulting in sales.
Google Analytics can be a great tool to do this with. It can tell you how many hits on your website are actually coming from your Facebook page, and which links they are coming from. Using this data, you can determine which Facebook posts have been most effective.
It may be true that you have to spend money to make money, but not when it comes to measuring the performance of your Facebook page. There are professional services that can help you, but there is still a lot that you can do by yourself. To do this, take advantage of one or more of the free tools out there, which we have listed below:
- Hootsuite measures and monitors your social media engagement
- Bit.ly measures the click-throughs on your links
- Social Mention tracks mention of your business and its competitors on the web
- Serps Rank checker – This is only a 30 day free trial but will help you to get everything you need!
So now you know the performance of your Facebook page and what efforts have been fruitful. Hopefully, you are getting the results you want. If not, it is never too late to make changes.