8 Essential Metrics for Evaluating Your Marketing Activities on Facebook – Part 1

Facebook is one of the most important and fastest growing social networks, with nearly 1.6 billion active users per month, which many companies and brands are using as a main marketing platform.

It has been proven that in order to build an effective community that is interested in your services & products, you should focus on building marketing strategies that are focused on a clear set of metrics. In this article we listed the 1st part of those metrics:

1 – Average Messages Response Time

Quickly responding to public inquiries and problems eliminates their escalation and spreading. Quickly containing the situation will definitely affect the reputation of your brand in a very positive way. Recently, this metric has become important, where 67% of online consumers using social networks to send their queries for brands. Also keep in mind that this metric is visible “in green” to everyone on your page, and it shows your willingness to help people and quickly responding to their questions.

Things that can help you improve this rate:

  • • Create a list of answers for frequently asked questions so that the audience can refer to them first before they write to you (or even to copy paste them for quicker / unified actions)
  • • Make sure that you continuous receive notifications about news messages on your phone so you can respond as quickly as possible
  • • Assign a Community Manager – who can respond to and interact with public questions on an ongoing basis.

2 – Page Likes Growth

Although many marketers overestimate page likes (fans), it is still a very important metric as it shows how many people are interested in your brand’s products, services &/or content. Fan base also reduces the cost of sponsored advertising, and helps increasing your advertising reach.

Things that can help you improve this rate:

  • • Hosting competitions for fans, periodically.
  • • Create sponsored ads to increase reach and impressions.

3 – CTR (Click-Through Rate)

This metric primarily shows the level of audience’s interest in the content you write, based on their click-through rate on links you share. So to improve this ratio you can:

  • • Improve the content and writing style to suit your audience
  • • Share content from different owned channels
  • • Try different forms and types of content, and monitor how each

4 – Correlation or (Engagement Rate)

Higher interaction rates indicate that your posts are relevant to what audience wants. Good interaction can also lead to better external links views, which is an important factor for search engine optimization (Social Signals). You can increase this rate by:

  • • Publish different types of content with focus on visuals
  • • Respond to comments and participate in public discussions
    Publish more links and analyze each CTR
  • • Have engagement posts with questions that matter to your audience

What are the other metrics that we need to evaluate marketing activities on Facebook?

We will discuss more in the 2nd part soon.