By Alex Hunt on 10 May 2013 @ 10:18 AM.
Ever heard of a “social ecologist”? Meet Peter Drucker, the Austrian-born American writer, professor and management consultant who explored the way humans organised themselves and interacted. Drucker’s 39 books, along with his countless scholarly and popular articles, predicted many developments of the late 20th century, including privatisation and decentralisation and the rise of Japan as a world economic power.
Hailed by BusinessWeek as “the man who invented management”, Drucker directly influenced a large number of leaders from a wide range of recognised organisations including IBM, Intel, Proctor & Gamble and The Red Cross. He even had presidential administrations lingering on his every word. Drucker is also widely recognised as the person who coined the phrase “what gets measured, gets managed”.
Any marketer worth their salt will reiterate Drucker’s famous phrase and add the qualification that what can be measured and managed, can also be improved.
If we take this in the context of Facebook brand pages, then measuring, managing and improving are simply the prerequisites to a successful page.
Any social media agency will tell you that delving head first into Facebook measurement metrics for the first time can be confusing and time-consuming. With a range of metrics available that include vital stats on Fan Reach, People Talking About This, Click Through Rates and Negative Feedback, it’s a powerful tool for marketers and page owners alike, as long as you know what to look for.
Although all of the above Facebook measurements are important, perhaps the two most important metrics are Organic Reach (the number of people, fans and non-fans, who have seen a post) and Engagement (the number of people that have clicked anywhere in your post).
The Facebook Reach chart shows how many people have seen content about your Page and - where applicable - whether these people were reached through an organic, paid or viral channel.
If we take a step back from the social world of Facebook, it’s important to think of the people that are not connected with your brand and the people that you want to be; your prospects. Communicating about your fan page on other marketing channels and materials will help improve your organic reach. And by promoting the details of your page on your e-flyer, blog, website and even your email signature, means your Organic Reach metrics can help you identify ways to improve your content’s organic visibility and further to this, measure a way of attracting new prospects.
The official line from Facebook HQ is that “Engaged Users is the number of people who have clicked anywhere in your post”. This includes Likes, Comments and Shares alongside people who have viewed your video or clicked on links and photos. Simply put; it’s the number of people who have acted upon your post.
Engagement sits side by side with content creation and although it’s good to have your posts and updates seen by a lot of people, you need to make sure this content sparks interest amongst your audience. Engagement is the only way to measure this.
When people like a page, they’re saying that they are interested about that business and want to know what’s going on. By writing quality posts and posting relevant content your fans will stay interested. The fan reach metric is not available in the Facebook statistics interface; it’s only available to download in an Excel file. But it’s simple to find, just click the Export Data button.
By giving due care, attention and measurement to these metrics, brands will be able to monitor and attract new fans to Pages. Embracing engagement measurement will help brands create better content that utilises Facebook’s comments algorithm. My advice is to post interesting, relevant, unique and targeted content that will keep your fans - and Facebook - happy.
This content was published by an author that has no affiliation with Clubnet Search Marketing, we will sometimes publish content from guest bloggers and the views, opinions expressed within these guest posts are those of the author alone and do not necessarily represent those of Clubnet Search Marketing.