14 Days of Facebook Marketing Tips - Tip #8: Use Analytics To Measure How Engaging Your Content Is
Welcome to 14 Days of Facebook Marketing Tips, on the occasion of the upcoming launch of “The Facebook Guide to Small Business Marketing†(Wiley) by Ramon Ray, of Smallbiztechnology.com and Infusionsoft.
Buy Ramon’s latest book on February 19th and get a digital box of goodies as your gift for buying the book, educating yourself and growing your business with Facebook.
In The Facebook Guide to Small Business Marketing, you will overall learn how to get more customers and keep the ones you have. You’ll also learn how to leverage overall online marketing, how to better use social media and, more specifically, how to use the power of Facebook for YOUR business.
Tip #8: Use Analytics To Measure How Engaging Your Content Is
Once your Facebook Page is created, it’s very important that you regularly monitor the success of the Page. Success can be measured by how many people like your Facebook Page, how many people are active on your page and what posts are most viewed.  All of these factors can be reviewed through Facebook analytics tools.
We talked about creating unique content the other day in Tip #6 and mentioned the Facebook algorithm, which influence how visible a shared post appears in a person’s News Feed.  The concept is very similar to Google’s well-known algorithm, but is different in the data that it collects. The Facebook algorithm depends on human activity and newness of that activity.  This is why it’s imperative that you monitor your Facebook analytics more frequently than a web analytics tool, but also consider the quality of your interactions (content, content, content) with followers.
There are many different dashboards available that allow you to measure Facebook analytics. Facebook Insights is a dashboard that sits within Facebook and you access via your Page. It measures some basic metrics, such as Reach, Likes, Talking About This and also gives general Overview of activity. Many other analytic solutions, such as Hootesuite Pro, Crowdbooster and PageLever allow you to measure additional metrics, but unlike Insights, they often pull information from additional social media sites, such as Twitter and LinkedIn, when graphing engagement.
Regardless of the tool that you use, it’s just really important that you take notice of the activity on your Page. Information from the analytics will tell you what type of content garners more reaction and interaction from your followers. For instance, if you post a video and see that 200 of your followers have  liked / shared / commented on it, but your average post only has a reach of 100, then you know that your followers want to see videos!
By monitoring these metrics and, in turn, giving your followers the type of content that they want, you’re posts will find themselves rising to the top of your followers News Feed, which encourages more interaction and, ultimately, greater reach into the wonderful network of Facebook users.
For more great tips on how to market your business with Facebook, check out ‘The Facebook Guide to Small Business Marketing’. And don’t forget - buy it on Feb. 19th and you’ll get the great digital ‘Goody Bag’ of special discounts and gifts!
