Special Guide: KPIs to Track to Measure Success on Social Media!
When it comes to digital marketing, it is very difficult to orient, especially since it is no longer possible to follow our personal intuitions. Luckily, there are technical methods to follow, to analyze and establish marketing strategies!
We introduce in this guide KPIs that need to be monitored in order to drive more engagement:
Let’s start with an introduction to Facebook metrics:
Facebook marketing is emerging as a central hub for many businesses. As of now, without a shadow of a doubt, Facebook is one of, if not the most powerful marketing platform that efficiently enables marketers to reach an enormous portion of their target audience, thus growing their businesses. The million-dollar question is how to figure out which factors -in this giant matrix- are key factors and which ones are just fancy conjectures? This is where Facebook Metrics comes in.
Facebook Metrics help you measure and monitor the real impact of your marketing campaigns so that you can quickly optimize them. At the end of the article you will have a clear idea on 8 important metrics that you can REALLY put your money on, for having a clear outlook on your Facebook ad campaigns.
“Likes” are fun and flagrant, sure, but they represent a small part of a large array of metrics that you need to review.
Volume is a simple social media metric to track on Facebook. This metric should basically tell you – What is the size of the conversation floating about your campaign or brand. Simply put: it measures the number of times people are talking about your brand; comments, wall posts…etc AND how these numbers change over time.
For example, Kpeiz has a useful metric (called “people talking about this”) that measures how many unique people have posted something to their walls about your brand page.
Focus your own posts according to these fluctuations to get more engagement, the number 4 metric on our list.
“Likes” are an obviously important Facebook metric. This displays how many people clicked on the “Like” button and agreed to have updates on your brand popping in their news feed. Put in mind that Facebook uses an algorithm which filters the news feed for each user based on their individual preferences. However, a business can always increase their interactions with their fans by boosting their post using Facebook Advertising.
How far is your content disseminating and how big is the audience for your message? This metric displays your page views, unique visitor views and also your reach in terms of organic searches paid and viral searches. Reach is a measure of potential audience size, and it is more important and complex than it looks, it helps you increase your efforts in the viral segments accurately. How many of your audience is actually seeing your posts? That is a reach.
Second, only to the reach metric in importance, the engagement metric measures the effectiveness of your posts and how much you are connecting with your fans. It includes likes, comments, shares, people who’ve viewed the message (content/video) and clicked on your links and photos. Engaged users are those who actually clicked on/interacted with any aspect of your posts.
Divide the number of engaged users by the reach and multiply that by 100 to get a percentage. You should then be able to compare the success of one post over another. You can then review the success of each post. This can help a company determine which posts are the most engaging and what content is most interesting to your fans.
“People Talking About This”
People Talking About This is the number of unique users who have created a “story” about a page in a specific period. It is similar to the engagement metric, but it only measures the direct actions by people who are – likes, shares, and comments. The main goal here is to determine if you posted something interesting and how this interest is peaking or fading over time and act accordingly.
Channeling this metric allows you to display both internal and external information, like major responses to a particular post for example. This includes past and current periods of time, and by proxy track overall site performance and total growth.
As the name indicates, the benchmark allows you to monitor your page’s performance in comparison to similar pages. This is the very essence of competition where you -as a starting brand- use this feature to study some of the bigger whales in social media and how are they performing in relation to engaging readers and pulling in larger audiences.
A hybrid between many metrics: Kpeiz empowers the administrators to track and follow the metrics of other Facebook Pages of their choice. You can then generate insightful comparison reports showing what each of your competitors is doing right and wrong on Facebook. Use these insights to tweak your strategy to increase engagement.
Blog posts: KPIs to Monitor
In this day and age digital marketing as a whole and Facebook marketing especially is the way to compete. Your clients are online and so is the market and believe me the market is soaring and the competition is fierce. Luckily, monitoring Facebook Metrics helps you visualize important information on campaign performance, growth, and engagement. Keeping a close eye on such data helps you strategize different tactics to help you grow your online customer base as quickly as possible.
Each of these metrics has it is own merit, know their significance in order to use them together and have a better insight into the health of your campaigns and grow your profits.
If I have to pick one quality that you should have as a blog manager, it must be perseverance. Simply, because it would take a while before you find out how your blogging efforts are paying off.
Meanwhile, Google analytic is your friend!
I’ve rounded up the blog KPIs you need to keep a close eye on to decide whether you need to tweak up your strategy, try out new experiences, or simply stick to the current winning tactic!
There are questions that should be answered to extract conclusions from each indicator.
If your blog performance report is monthly, compare and contrast the overall results of the current month with the previous months.
Is my blog performance better in the course of the last month?
Is the number of views growing?
Where does your audience click and at what point do they leave (take into consideration the fact that you’re sending them to your website or trial via the CTA)
Where are the views stemming from? Spotting the traffic resources would help you orient your strategy to the channel that gets you more reach and visibility. Or work out your strategy to strengthen your flow via the other channels.
You can expand the “Where” to its geographical dimension as in where your audience is mostly located. In light of their geographical location, you can make the necessary changes.
Average Time Spent on the blog
This metric would tell whether your content engages the audience. The time spent on reading (reading session) tells about your readers’ engagement.
Readers would though quit reading when you insert a call to actions in the article. You need to take that into consideration.
Best Viewed posts
Top viewed posts are the posts that performed the best. This will help identify the topics, illustrations, and headline structures that your audience like the best; and synthesize elements that suit your audience’s taste.
Using Kpeiz to evaluate the performance of your blog posts on social media would give more specific indicators to keep track of as well!
In times of difficulties, you can resort to your secret formula to grab more views on your blog.
Average views per post
This metric serves to know whether you have equilibrium in terms of the quality/ quantity dichotomy. It allows you to know how impactful your posts are.
→ This means that each post is getting a lower number of views per se; which means that quality is ignored for the sake of quantity. And that’s when you should intervene to adjust the situation.
So, which are KPIs I need to keep track of!
This is a marketing case study that can be likened to an audit of a Facebook page: An internal assessment and a competitive analysis. It is important to read this article to the end: You may be unaware of the problems it unveils!
Create an editorial charter, publish, follow a campaign, analyze … then?!
Are my statistics good?
To have an answer, it is essential to follow the key performance indicators of your Facebook page such as the number of fans, interactions, the total reach … etc.
Let’s make things simple! I will put myself in the shoes of a car brand.
I will, like most marketers, use Facebook Insights to analyze the data for the current month and compare it to those recorded over the last month. Well, it works!
There I will try to compare the performance of my page to that of the same month of last year! Oops “You Can not choose a range longer than 6 months”
If Facebook offers a lot of features natively, API solutions save time and put the numbers in the right context. Kpeiz is one of the solutions that provide fairly detailed statistics on the period of its choice! If you are curious to test it, you can now register for free and explore its various features. The question now is: would that be enough to outperform me? No. Let’s see what happens to my competitors!
Position yourself in a specific market
Just like you, your business evolves in its own universe called “the market”. Your positioning must be defined according to the competition and the position that your brand occupies in its sector of activity. The benchmarking module of Kpeiz has an overview, composed of a panel of diversified sectoral averages! In my case, it is the “Morocco Automobile” benchmark that interests me.
My study is operated between January 1st and August 31st on 24 brands. Let’s explore some numbers together!
How often do I post?
publication frequency around 124 would be good. Many pages are created solely to look good. However, it is essential to living his Facebook page. Beyond this figure, it can annoy my audience, unlike the telecommunication sector whose average is equal to 514. Remember that what is valid for one industry is not necessarily valid for another!
Is my page interactive?
The higher the number of interactions, the more the algorithms will give visibility to your content. As you can see, the sector average is 117,568, while mine is only 79,000 despite a progress of 20% compared to the same period in 2017! I must try to be more original in my posts!
How popular is my page?
It is surely not by inviting all the friends of their friends that these brands managed to develop their community with an average of 17,919 new fans! As for my “Fanbase”, it has increased by 11,540! I am seriously thinking of launching a fan recruitment campaign!
Benchmark, analyze and improve!
As we have seen, self-diagnosis is not enough! Facebook fan engagement can be tricky. Based on rather human feedback, it may vary by industry, target countries, and the demographic and cultural environment of the fans. Don’t forget that benchmarking is an ongoing evaluation process, start yours with Kpeiz and stand out!
Was it the Ultimate time to Post?
Bumping up the engagement and reach on Facebook is the haunting objective of all digital marketers. They tend to put all ingredients in the recipe: good subject matter along with a catchy title, but they don’t give much interest to the timing of posting.
Well, it’s not exaggerated to say that boosting the visibility of your post resides in timing. Not seizing the right moment to publish is unjust towards your post and wouldn’t get it the visibility it deserves.
Merely hypothesizing about the right time to post doesn’t help much either. It has proved to be inefficient and takes a lot of time.
The solution is to rely on precise statistics to spot the best time duration your post would be best visible by a wider range of audience.
Kpeiz makes it simple for you: it gives you instant access to the progression of interactions between your page and its fans per day and per hour. In so doing, you know exactly which day is best for which type of posts and which is the ultimate time to reach as many users as possible.
Let’s take a popular page in Lebanon as an example. Kpeiz gives you the actual number of interactions per day and per hour:
It’s a 100% efficient way here to know when to publish and promote posts precisely only by reading the figures. And, it makes the marketers’ lives way easier.
Digital marketing would always help your business aim higher. But, you need to be careful using it!
The ultimate way is to have a foolproof strategy based on numbers. Precision is the key to success especially when it comes to timing. Go here and try it for yourself.