Measurement: Turning Facebook Insights Into Action

Before the social media era dawned, companies had to struggle with huge data and limited informed action strategies. When asked about customer’s insight, the responses received restricted us to a number of qualitative and quantitative evaluations of data with which analysis became extremely subjective and tedious. Gradually, the lack of a defined social media approach increased the importance for social insights.

The primary focus of the of the companies today streamline to customer engagements to increase crowd sourcing, building a brand identity, and channelizing traffic towards the website to increase conversions online. Insights play a crucial role in such a tightly packed environment. The variety of options available on potential channels of promotion and different outputs on the same ROI added to the misery of the social media strategist. But before we further elaborate upon the metrics used and the associated analysis, it is important to understand the reason behind the scattered nature of the organic and paid postings.

Facebook Insight Dominance

It is eminent for each Facebook Page manager to have an upright understanding of his page’s organic performance especially in the wake of Organic Reach Crisis situation. But often certain metrics aren’t captured by your Facebook insight that is critical to your page’s overall performance with regards to the paid and organic co-relation. Such factors are enlisted below with an aim to improve the quality of digital masala.

Impressions – Number of content posting and visibility

An analysis of the page’s organic and paid impressions shows you the push of these two categories. The impact of Facebook’s new algorithms on your organic content and the contrary effect of your paid content is the core ingredient of this analysis.

Engagement - Total number of Likes, shares, comments and post clicks

A detailed understanding of the nature of specific crowd-pulling organic and paid content gives the page manager an insight into the hiking of the engagement levels. Facebook breaks down the percentage share of likes (paid v/s organic) and the motivational cause behind the increase. Consequently, the page manager can strategize his content strategy for engagement.

Negative Feedback

Negative commenting, un-liking the page (worst case scenario) or reporting the online content as spam. Being a public portal, your users are decorated with the power to voice their dissatisfaction and disapproval by un-liking the page. A page manager can effectively track such comments and analyze the nature of such posts to initiate a deletion of such a content strategy. A remedial can be devised to mitigate the effect of such postings by replacing them with an engaging campaign online.

Conclusion

Social engagement is a dynamic sphere with the need of constant evolution and innovation. A detailed analysis of the space widens our reach and influence upon the masses. From the mouths of those who have cracked the social code to the columns of statistical data, what remains as the core ingredients are the creative juices spiced with the right complements.

The need of the hour makes it eminent to thoroughly understand and include the insights shared on these metrics. The best content strategy would be a sprightly mix of image, video, and text and an in-depth analysis of what works is the first step towards remedial. User engagement must be the foremost agenda and a matured understanding of the social space can help you maximize your social assets. A dashboard approach to analyze the organic performance and paid activities is a good move towards devising further plans for your brands.