📌 SPOILER ALERT
Head over to lesson 5 of this section about Social Media Analytics to find out how Willow allows you to easily monitor your performance cross-channel in one sleek overview, using:
Facebook is still thé most popular social media channel around, and it shows in the potential for organic results. The entire world is shouting for attention on this platform so don't expect as many views on an average post.
Especially when you're a business. For a couple of years now, Facebook started favouring personal profiles and groups over business pages.
That's why Facebook requires a specific strategy for success. Reading the right analytics in the right way and aligning your strategy to your findings, will help you win.
There are 3 important metrics you want to take into account and use to steer your posting in the right direction. You'll recognize them from the previous lessons about LinkedIn analytics:
Reach is the number of people that see your content on Facebook.
Facebook switched to an algorithm based feed years ago. As a result, personal posts and posts in groups boomed and many businesses saw drastic drops in the amount of people their content reaches organically. Some studies have reported as low as 2.6%.
So even if you’ve built up a large audience, it doesn’t mean they’ll all see your posts. That’s where reach comes into play.
Reach on post level
You'll find the reach of a post all the way at the bottom
Reach over a certain timespan
Much like LinkedIn's navigation, you'll find a widget in your timeline on the left that tells you how many people you've reached over a certain timespan.
While Facebook organic reach for brands has decreased over the years, that doesn’t mean you shouldn’t measure it. Keep in mind that the rates you read online like the 2.6% we quoted earlier are averages. There are brands that are able to reach a larger percentage of their audience.
Remember this one? It's the amount of people that interacted with your content: Like, Share, Comment, Click, View etc..
While absolute numbers are great, the best way to score your performance is by looking at the rate of engagement.
📊 Engagement / # People Reached = Engagement Rate
The same logic as on LinkedIn applies: find out what your average engagement rate is on your posts over a certain timespan and use it as a benchmark to improve by doubling down on content types that resonate well with your audience.
PRO TIP: On Facebook, we tend to see that faces, people and 'lighter content' works best. Keep that in mind when choosing your content mix. 🙂
Increasing the number of followers can be a powerful way to boost your visibility in terms of Reach.
💡 When you're just starting out, don't expect your Facebook Business Page to grow in followers just by the mere fact of posting good content. This happens rarely.
Start by boosting the number of followers by manually inviting them. And by asking your employees or colleagues to do the same.