sly : marketing

How do you measure success on Facebook?

I want to ask you an important question? But first, I’ve written about the topic earlier, and the fear of zero likes and the age of feedback, being the articles that comes to mind. We reach people fast, it’s easy and it’s free. Most people I talk to, especially in Norway, are using Facebook as part of their marketing.

facebook likes

I’m not just talking about business. We are all marketers. We’re publishing, to make a statement, to inform, and to receive feedback. The reasons are many, but most of the time, we have a goal, there’s a reason behind the action.

That’s the real question for your business. Thinking about it, the results might be part of your customer loyalty programs for small business.

The easy way out is to look for the number of likes. The more likes, the more right the content is for your Facebook page. And, you end up doing what’ll bring you more likes. You might also look for number of comments and shares, and the engagement among your followers. But, which results are you looking for?

My question today is; how do you measure success on Facebook?



12 responses to “How do you measure success on Facebook?”

  1. Bren Lee says:

    Gosh Jens, I don’t know how to measure success on FB. You can see many pages with tons of LIKES but that doesn’t mean they are successful. So many sites do giveaways and one of the things is to LIKE that brand page. If I had to say, I’d opt for the amount of interaction on FB or the amount of traffic from FB to your site. I’ve never been successful with a page. My group is much more interactive!

    Good luck figuring it out and if you do, PLEASE let me know 😉

    • Hi Bren,

      I am not sure what the best answer is, and it probably depends on your business. At the moment, I don’t measure conversion or sales, and not even direct traffic from social media to websites. Like you said, it’s more about interaction, building relationships and sharing the content I publish – this way more people will see it and notice our business.

  2. Adrienne says:

    Hey Jens,

    Ah, this is another one of those that is each person’s own opinion about what they view as successful right!

    So to me it’s not the likes or shares but the interaction. I’m all about interaction myself and I don’t like things anymore. I quit some time back because of what Facebook was doing so I prefer to comment about something.

    So because I personally am drawn to people because of what they share, who they are and their interactions with me then that’s what I’m the most interested in.

    That’s my answer and I’m sticking to it! (((wink wink)))

    ~Adrienne

    • Hey Adrienne,

      Yes, interaction is important, though I find it a bit difficult without asking direct questions. It’s not that hard to get likes though, but likes doesn’t help us much. I am measuring shares, because it helps us reach markets/networks of people that it’s difficult to reach without help.

      I find marketing on Facebook to be very interesting, but it’s still fairly hard to do it right, well, first I have to define what’s right 🙂

  3. Josh says:

    I think you have to set up a way to measure leads and or sales that come from Facebook.

  4. Hi Jens,

    I agree with Adrienne. It’s all about the engagement.

    More chatting means more connecting, which means more friends made, which means greater brand awareness. If your network grows, you can grow, and chatting folks up on a daily basis helps your network grow.

    I’m moving away from FB these days. Not only because of its decreased organic reach but also because I like creating and connecting on my own real, and on other blogger’s home bases….aka…self hosted WordPress blog.

    I’ve seen great success being a comment lounge lizard and really believe that although FB is still a powerful marketing tool it makes the most sense to spend most of my day on the land that I own, and on the land that you own.

    Facebook can change everything in a minute because Mark Z owns the network. I own Blogging from Paradise, and you own Sly Marketing, so unless we change out values dramatically, or quit blogging, no massive change should be happening in these spots any time soon.

    This adds a level of stability to my commenting outreach campaign, compared to my Facebook marketing campaign.

    Thanks for asking the question Jens.

    Tweeting through Triberr.

    Ryan

    • Hey Ryan,

      That’s very interesting. I’m still on Facebook, not as much personal as I’m using it for business. I’m running some ads, and I’m trying to engage people, but like you said, it’s harder to reach people without paying for it and things are changing “all the time” it’s hard to keep up.

      Your strategy seems to be working great. I’m thinking about how I could implement it via a business, like a car dealership, if we still need to be personal and go by our real name when we’re connecting, and if more people at the company should spend their time reaching out and connecting?

  5. Stan Faryna says:

    The cost of creating and maintaining relationships on social networks can be considerable. I see social marketers investing the equivalent of hundreds of dollars (or more) in one to one relationships that just aren’t feasible for corporate (big to small) online strategy.

    Businesses want conversions and transactions at the cheapest possible price. The internet advertising and marketing mumbo jumbo suggests that that they can do it for pennies on the traditional ad spend dollar. But it gets worse. The social media people try to sell the imaginary numbers and benefits of social based on the recycled lies of online advertising.

    None of which means that there is no value in online advertising and marketing. Or social.

    Yet the cake remains a lie.

    Of course, I am a former IAB European National Director. So I’m not talking out my…

    So my effort and measurement is based on a completely different model – a business model that may remind you of the business of the Ministry of Silly Walks.

    Have I made impact in the minds, hearts and lives of the people that tune in to me?

    Have I helped them work through their own self-deceits, delusions and vanities?

    Have I helped them discover, see, and live out true love, truth, goodness and beauty?

    The return is small but this is work for which we shall not count the cost.

    Because this is the only work that is worthwhile.

  6. Matthew Hall says:

    In some campaigns, understanding how many people came from Facebook to eventually convert on the website was an important metric. We set up Google Analytics to properly track conversions/sales – once this was in place, tracking referral traffic from Facebook through the funnel wasn’t hard.

    But in my current work, Facebook is a lot more… ambiguous? Since there wasn’t a Facebook strategy in place when I joined the team as their content strategist, each Facebook page was being used blindly. I’m currently in the process of determining which strategic, measurable goals we can implement that would give us purpose to our Facebook marketing.

    Once those goals (and measurements) are in place, I plan on determining Facebook success by looking at how many people come from Facebook to our site(s) and then convert.

    Unfortunately, I have on idea how to make sure other “soft” goals – such as increased interest in our organization as measured through applications or pageviews – are caused by our Facebook relationship-building, not simply correlated.

    • Hi Matthew,

      This reminds me of a meeting I had with some executives a few weeks ago. We discussed how successful one of their Facebook campaigns had been. They’d received a lot of new likes, and a lot of people had visited their website via Facebook. But, the bounce rate was very high, and they had no idea why.

      We discovered the reason, and it was fairly obvious. Close to 95% of people visiting the website via Facebook was using a mobile phone, and the website wasn’t mobile friendly.

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