How to measure the success of your Facebook Page

Does your company measure the success of your Facebook page by the total number of “likes”?

When it comes to Facebook, marketers often think that hitting tens of thousands of likes is the only metric for measuring the success of a Facebook page, but how much interaction have you actually made with that viewer simply clicking Like?

The “like” button is definitely comparable to traditional mass media metrics. Magazines and papers sell advertising rates based on their circulation volume and TV companies still sell a 30 second ad spot related to viewing figures.

So if you believe the ROI from social media, particularly Facebook, is your fans due to them liking your Facebook page then you are sorely mistaken. Except the fact that a “like” is not true engagement and interaction.

While there’s nothing wrong with measuring the number of Facebook likes, social media is about more than just getting mass market attention; it should be used to build real interaction and engagement. Marketers need to stop focusing on volume and “likes” and should start looking at the quality or influence levels of the people they are interacting with.

The beauty of Facebook allows you to measure the level of interaction each of your post receives through the number of impressions and the percentage of fans that interact with that particular post. This then allows you to distinguish which post work amongst your fans.

You can also measure your interaction through the number of comments posted. Of which I urge you to reply immediately allowing you to build a relationship with your more active fans.

Another excellent feature embedded in Facebook within “View Insights” is the ability to measure what age and gender your fans are allowing you to target your fans more directly. There is nothing worse than sending the wrong message to the wrong audience.

Influence comes from connecting to those individuals who make up your target audience and over time, developing and nurturing that relationship. Marketers should worry less about how many people they are connected to and should start thinking more about who they are connected to and how their brand can positively add value to that individual’s life.

Take a look at the National Skills Academy for Hospitality’s Facebook page HERE where interaction is the key. This page was designed in the effort to create focus on the essentials of World Class Customer Service - SMILING! We are cheering up the nation, so help us make Britain a more hospitable place to visit. Post a smile today and who knows what prizes you could win.