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Facebook Metrics – The Two Metrics to Track for Success

I start writing blog posts with a question in mind. I do this because many times, before I actually start the writing, I have asked myself the same question and I don’t yet have the answer.

My quest with the blog post can be to find the answer and share the answer with you. And, other times, I don’t have the answer and the reason I’m writing is to get help (from you).

Today, I want to share the only two metrics I track on Facebook each month. And, I want a discussion to see if you’re using the same metrics as me or not.

I started asking myself how I should be reporting success (or not success) to my clients.

Who are you?

The first question I’ve been asking myself again and again while using Facebook is “who am I?” This is an important question that we all need to answer. Let’s start with me.

I’m running a business (I’m both a solo entrepreneur, and I’m working for several clients). I’m a dad, a husband, I’ve launched a Vegetarian festival and I’m Norwegian. I could have listed a lot more, but you get my point.

I started using Facebook as part of my business, and I was writing in English on my personal profile. I soon came to realize that most of my readers/friends on Facebook are Norwegian. It was a bit weird (and uncomfortable) when they started to reply in English. It was the first time I started to think about my strategy for using Facebook.

Now that we have business pages, and I can write about marketing (in English) to the people who are interested in reading about it, it’s a lot easier. But, I still don’t have the answer. Is it important to have one role and one identity when using Facebook, or should we have multiple roles and identities? Like I said above, I’m related roles and identities to me being in a business, being a dad, a husband, a friend, Norwegian etc..

I’m not sure there’s just one answer to this question. The same goes for what metrics to track on Facebook. But, let me show you the method I’m using.

I believe that you first need to set your goals. Why are you using Facebook for your business? After you’ve set your goals, it’ll be a lot easier to understand how to track them and see if you’re successful or not.

The two Facebook metrics to track

Like I said, you can have different goals. But, as a business, I believe there are two important metrics you should start with (I’m still only tracking these to metrics).

The first is reach. Set a goal for how many people you’ll reach (how many people who’ll see your status updates) every week/month. This is fairly easy to track. You can see the statistics on each status update on your business page, and you can see the full overview in “insigths”.

The second metric to track is engagement. You’ll see the full overview in “insights” as well. Engagement is how many likes, shares and comments your status updates are receiving. The reason you want to track this is because Facebook is a great tool to build strong relationships (you need engagement to build relationships).

Your turn

If you track reach and engagement, and you’ve created a good definition of success, it’ll be a lot easier to create a social media plan for your business.

Now, let’s discuss both success and which metrics to track on Facebook.

You’ve seen a brief overview of the only two metrics I track on Facebook. I am using them because my clients want to reach a minimum amount of people each month and they want to build strong relationships by engaging with their followers. Reach and engagement are easy to understand for most people, and it’s fairly easy to track.

Do you use different metrics, and do you have a definition for success (a goal that you’d like to share with us)?



20 responses to “Facebook Metrics – The Two Metrics to Track for Success”

  1. Josh says:

    I am a fan of engagement and reach, but if I had to pick between the two I like engagement more because it shows whether people respond to what to what you are writing/talking about.

  2. Mark says:

    Thank Jens!
    I have to plead the fifth on this particular subject! For one thing, I still have yet to really explore the possibilities of marketing on FB just yet!

    Although your post headline definitely caught my attention, so I will be
    paying close attention to see what you and your other readers conclude matters most!Thanks!

    • Hi Mark

      I have been testing Facebook marketing for a while now, and the results have been great both for me personally and for my clients. It’s cheap (more or less free) and it’s fairly easy to connect with people on a personal level. I am using it to promote the vegetarian festival, and we’re not using any ads at all.

  3. Angela says:

    hello thats a great post thank you,those two facebook metrics are straight to the point and very good.

  4. Hi Jens,

    Engagement is key for me on Facebook. I use my FB page a lot for business. To increase engagement rates, I don’t always pitch a product. Rather, I put questions up that are quick and easy to get comments on. A question, An either/or post, A do you agree post, and of course I pin my blog post to the top.

    I do Pitch every 10 days or so. I have my products set on the apps on the left side of the page. “did you know I have created x product for you? Just hit the app on the left side” It goes to a squeeze page and also under that post I put a link to it also.

    It is mostly about engagement for me. But if I want to do a bigger reach, I’ll boost the post.

    -Donna

    • Hi Donna,

      It looks like you’re doing great on Facebook. Do you use any tools to automate the process, like Buffer?

      And, do you have a strategy behind it, like what topics you focus on and at what times do you publish new updates and type of update etc.. ?

  5. Dee Ann Rice says:

    Jens,

    I will have to say I have never used Facebook that much. I know that at the moment my blog does not have a very large following but even when my blog did have a large following I did not use Facebook.

    I think Facebook is something I need to use. I really need to put up a business page for my blog. Maybe I will get that done. It has been on my list for a long time.

    For social media I really like using Twitter better than Facebook but I know I should be using both.

    Unfortunately I can not answer your question about what metric I track. At this point I do not track any.

    Good post and something for me to think about.

    Dee Ann

    • Hi Dee Ann

      I use Twitter more than Facebook, but lately I’ve seen better results by using Facebook. I’ve been looking at the engagement rate and how many people are visiting my site via Facebook updates, and the reach has been good as well. I don’t use Facebook much for my blog, I use it mostly for my clients.

      Do you track any metrics on Twitter?

  6. Tim Bonner says:

    I’ve not been focussing on Facebook for a while but I’d agree with people that engagement is important to me.

    I’ve concentrated on Twitter for a long time (and still do). I’m not hugely successful with it but it does bring some traffic my way.

    I guess I always felt that Twitter was easier to engage on and needed less effort. It’s always good to experiment with other things though. I’ve been thinking of getting into Google+ again but maybe I’ll give my Facebook Page another go first.

    • Hey Tim

      I’ve been back and forth between Twitter and Facebook lately. I still enjoy Twitter more, and I have more success with Twitter for my English blog. But, in Norway (for my Norwegian blogs and for my clients) Facebook has a much bigger impact. I’m testing different strategies, and measuring traffic and engagement. I’ll be interested to know how you’re doing if you decide to use G+ more.

      • Tim Bonner says:

        Interesting that you’re getting more traction from Facebook in Norwegian, Jens.

        I’m going to spend some time on G+ over the next month and see what happens.

        It was always my second best traffic generator from social media so I may as well give it another go!

  7. Uttoran Sen says:

    hey Jens,

    Yes, I like to measure the reach and engagement of my facebook pages. However I like it more when the shares, likes and comments increases on the updates.

    Facebook insight is great, it provides so much detail – like which countries our fans are from, what is their age and gender – these details are absolute gold and can be used for targeted marketing.

    I guess the ultimate goal is to get people from facebook to reach our blogs and consume our content – and facebook insights even tells us how many clicks we got on our updates!

    thanks,
    Uttoran Sen,

    • Hey Uttoran Thank you for your feedback. How often do you use Facebook insights to evaluate your pages?

      • Uttoran Sen says:

        Hey Jens,

        On some of our larger pages (200k+ fans) which are very huge – I keep a round the clock watch – or atleast throughout my day time. That way, I can plan the posts and updates according to the insights.

        Generally, insights don’t change much – unless you are targeting something via. your marketing on purpose. So, checking too much isn’t a great idea. I check insights often so that I can plan the posts – no point being a stat addict.

        thanks,
        Uttoran Sen,

  8. I have a love hate relationship with facebook.

    Recently playing with Facebook groups (https://www.facebook.com/groups/internetbusinessmarketing/) and engagement there is really easier and reach is better since most group members will be notified.

    I know Facebook has stated that Pages will/are still big factors but for the mean time, groups are performing better from my point of view. I hope they give a little bit of boost for pages because I’m practically paying for all the visibility now. True, it means that my engagement isn’t as good which is why reach suffers but the niches Ive been working on arent typically those that will get much engagement LOL! 🙂

    Good points as usual Jens!

    • Hi Dennis,

      I’m a member of a few groups but I don’t see much effect from them yet. Well, I haven’t been that active, that’s probably why. How are you measuring success in the groups? And you wrote that you’re paying, are you only using ads?

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