How to Measure Your Facebook Engagement

social media how toAre you wondering if your Facebook content is connecting with people?

Building a compelling Facebook fan page is one thing. Creating consistent engagement is a whole other skill.

In this post, my intent is to bring to light several areas you may be overlooking that are causing your fan page to either plateau or not get off the ground much at all.  To know more about Facebook engagement, check out this two-part post here and here.

The News Feed

Many businesses set up a Facebook fan page and look to their fan growth rate as the primary success metric. But number of fans isn’t really the full story. You need to track and measure how much your fans are actually consuming, engaging with and sharing your content.

Some studies show that a whopping 90% of Facebook users don’t return to a fan page once they click the Like button. They only see and interact with your content in their news feed. So your job is to ensure you’re consistently posting relevant content that gets seen in the news feed of your fans and inspires lots of engagement with comments, likes, shares and @ tags.

To access your metrics, go to facebook.com/insights or click “View Insights” in the Admin panel at top right of your fan page. Insights are available on all fan pages with more than 30 fans, so if you just launched a new page, you’ll need to get your first 30+ fans before you can begin tracking metrics.

Monitor Your Per-Post Insights

This is a handy three-part metric that’s clearly displayed right on your fan page wall next to every post you create approximately 24 hours after publishing. The three parts are:

  1. What you posted
  2. The number of impressions
  3. The percent feedback

To clarify, impressions is the number of times your content was “rendered in the stream,” which means that your content was displayed on your fan page wall, shown in the news feed of fans, commented on or Liked.

Note that the impressions metric does not equate to an exact number of actual Facebook users; your content may be further down on the news feed while a fan is viewing other content. To see a more accurate number of actual views, go to Insights > Interactions > Post Views and that number is the total number of times your content has been viewed by fans and non-fans.

The percent feedback is calculated by taking the total number of comments plus Likes divided by the number of impressions. In the example below, I posted a photograph of the latest version of my social media business cards with an added QR code. The post was made on a Thursday at 5:10 pm PT—which is not my normal “high-traffic window” (typically 8:00 am – 12:30 pm PT). However, this particular post was very well-received, as it a) was a photo, which tends to get the highest weight in the news feed, b) contained exciting new information my fans wanted to know about and c) included actionable tips with links.

Example Facebook Fan Page Per Post Insights

Example Facebook fan page Per-Post Insights

If you take 277 Likes + 156 comments = 433 / 70,941 impressions, the percent is 0.61%.

I recommend that you focus on the percent feedback number—you want that to increase. The number of impressions can be misleading. Sure, it’s great to think tens of thousands of Facebook users are seeing your content. But you want them to engage with your content.

Monitor Your Daily Story Feedback

This metric also consists of three components, plus I added a fourth:

1.  Total number of Likes on all of your content for any given day
2.  Total number of comments on all of your content for any given day
3.  Total number of “Unsubscribes” on any given day
4.  Total number of “Unlikes” on any given day

The first two numbers are self-explanatory. However, Unsubscribes is a metric that’s frequently overlooked by most Facebook fan page owners. When a fan chooses to hide your content from showing up in their news feed, this is considered an “Unsubscribe.” Remember, your fans are viewing your content primarily in their news feed.

In the screenshot below, you can see the news feed options for a post made by a fan page I’ve Liked: Hide the post, Hide everything by the page, Unlike the page or Mark as spam.

Facebook News Feed - Story Options

Here's how a fan can hide your updates.

The top two reasons that fans choose to hide your posts are 1) posting too frequently (meaning your posts are dominating their news feed and they can’t see much of their friends’ activity or other pages that they’ve Liked) and 2) posting content that’s not relevant.

You can’t see exactly which fans have hidden your posts from their news feed, nor can you necessarily tell exactly which piece of content caused fans to Unsubscribe (or Unlike). You can only see a total number for the day. It’s vital to keep a watchful eye on this one metric alone. You may see your fan count growing nicely and maybe there’s a decent amount of engagement happening. But you may be just treading water—as new fans join, others may be hiding your content.

You’ll find your Daily Story Feedback under Insights > Interactions.

Facebook Insights - Daily Story Feedback

Facebook Insights —Daily Story Feedback

The fourth metric is the number of fans who have chosen to leave your fan page altogether. At least with the Unsubscribes, they’re still fans and can post and engage on your wall. Facebook users may choose to Unlike fan pages for the same two reasons they hide posts—too frequent or not relevant. Fans can easily hover over any content in their news feed and select Hide or Unlike, as shown in the screenshot above with the Black Eyed Peas (just as an example!).

You’ll find your Unlikes under Insights > Users > third graph down = New Likes and Unlikes.

There are many other metrics you can track and monitor via your Facebook Insights, such as Page Views; Daily, Weekly and Monthly Active Users; Daily Page Activity; Demographics; Media Consumption and more. But we’ll save those for future blog posts!

For now, by monitoring your Unsubscribes (Hides) and Unlikes against what content you are posting each day and how much engagement (post comments and Likes) you’re creating, you’ll be better equipped to fine-tune variables such as the topics you post about, the type of content you post (photo, video, link, status update) and the time of day you post. Over time, you’ll identify your own sweet spot for maximum engagement.

You might consider creating your own Excel spreadsheet as a dashboard. My coauthor, Chris Treadaway, and I recommend this practice in our book Facebook Marketing: An Hour a Day. In fact, I like to take the dashboard concept one step further and create a blend of an editorial calendar with retroactive tracking. That way you can plan what you’re going to post and fine-tune along the way as you watch your daily engagement rates.

What do you think?  What do you measure on your own fan page? Let us know in the comments below if this post was of value to you.

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About the Author, Mari Smith

Mari Smith is a widely-recognized social media speaker and trainer, author of The New Relationship Author, and coauthor of “Facebook Marketing: An Hour A Day.” Follow Mari on Twitter: @marismith. Other posts by »




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  • http://www.justonedonna.com Just One Donna

    This is a complete, thoughtful and well-written explanation of how to monitor a Facebook Fan Page. I’m new to both blogging and the Facebook Fan page and this explanation is very helpful. Thanks so much.

  • http://sazbean.com sazbean

    I’d add that it can be helpful to summarize your total impressions, likes & comments for the week or month in order to understand how you’re trending (you can get likes & comments in the Facebook insights, but not impressions — for some reason the post views there don’t always correspond to the total impressions from all the posts). Unfortunately, some of these measurements require a bit of extra work in a spreadsheet (like you mentioned), but taking a deeper look at what the numbers mean can help you improve the engagement on your page.

  • http://www.colemanmg.com Antonio Coleman

    Facebook is such a big community that people tend to just run around like a chicken with his head cut of. So keeping their attention is hard but you must get creative if you want to grow.

    “Black Seo Guy “Signing Off”

  • Dorien Morin-van Dam

    I’m fairly new to Fan Pages as well and like the info here. I thought I knew what the insights meant, but this gives a better understanding. Thanks, Mari.

  • http://www.facebook.com/ilie.irina Irina Ilie

    Hi, congrats for the very useful post, it clears some questions we had :)

    We were having a discussion over in the office and it came to the point where we were asking ourselves: how can you quantify the discussions area of the profile you have? We consider it to be a very important gratification tool for the fans of our page, but it is quite a challenge for us to interpret the presence and interaction there…

  • http://www.ampmarketing.com JCFeeley

    These are good suggestions for monitoring the FB fan page, however don’t forget the main mission of a FB Fan Page, twittering, blogging, etc: Organizations are going to “expect” the business owners of these initiatives to provide evidence that the costs to support any social media initiative are making an impact to the bottom line. It will be critical to tie your “likes”, and active engagements/influencers back to revenue: For every X likes we get on a fan page, X% of these fans move to your web site (inbound call center, download a coupon, etc) and X actually make a purchase. Therefore it takes X fans to = $X Revenue, divide against your all of your costs to support the initiative, and you have an ROI. Applying this methodology, or any similar methodology to arrive at well thought out variable assumptions should then be used to develop a revenue forecast. The suggestions above will help you improve your variable assumptions moving to more efficiencies to get you to either increased revenue through a volumetric approach or more “qualified” fans to reduce time, increase speed to market, etc.

  • Gustaf Hagel

    I created a spreadsheet overviewing my facebook-content, its activity and engagement. Very, very useful and a great idea. Thanks for another great post!

  • http://twitter.com/bruk523 Brooke Gabbert

    Thanks for the insightful article. I noticed that Facebook is not providing feedback numbers for the new questions tool. We have gotten great response from using that but it is not tracking it. In fact, it has been the best received posts that we put out there.
    Secondly, do you have a concept of what an average unsubscribe rate is for company fan pages? It seems that we lose a third of our likes to unsubscribes.

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  • http://twitter.com/BeaverBetty BeaverBetty

    Thank you, Mari and Mike. This is so helpful! So glad to have found you as a resource!

  • http://www.bradleyericsmith.com Brad Smith

    @Brooke – How are you using the Questions tool? I put it on our Facebook page a week or two ago but haven’t come up with a great use for it yet.

    Also to answer your question, we’re seeing something like 16-30% daily unlikes. It seems to be fluctuating randomly, but it would be interesting to go back and look at the daily activity of 16% days vs. 30% days…

  • http://www.bradleyericsmith.com Brad Smith

    Great points! Any suggestions for implementing tracking the conversions – Are you setting it up Goals in Google Analytics?

  • http://www.CurvyGirlInc.com/ Chrystal Bougon

    Oh I can’t wait to share this. What a super easy to read and understand RESOURCE. This will be book marked and I will use it for reference for a long time, I am sure. Thank you for all of the valuable links and the comprehensive well thought out post about Facebook Biz page metrics.

  • http://www.justinjsilva.com/ Justin Silva

    Great post Mari. I couldn’t agree more that people completely overlook stats like unsubscribes and unlikes when those are probably the most telling to see if the content you post is resonating with your Fans.

    Do you have any examples online of the Excel dashboard you put together to track these metrics? Thanks

  • http://twitter.com/bruk523 Brooke Gabbert

    @Brad– we have re-purposed our posts to format them into the questions tool. So instead of asking an open-ended question, ie…(What are your favorite smells around the home during spring?), we provide several answers for fans to vote on (grass, BBQ, flowers). We are still determining though whether to allow fans to add in answers (the tool gives you the choice) because we have to heavily monitor it as some people have entered inappropriate answers. It is hard to identify what responses were fan-generated v company; whereas on a regular wall post, it is clear that the inappropriateness was generated by a fan. Our last questions post (the one I mentioned above) has over 4,000 responses to it and keeps growing daily! That is huge for us.

  • http://daviddoolin.com/ Dave Doolin

    I feel like a Bad Person because I don’t pay very much attention to my Facebook page.

  • http://twitter.com/bruk523 Brooke Gabbert

    And I should mention that the questions tool is great for bringing new fans to your wall because when someone answers the question, Facebook automatically posts it to their wall.

  • Cara Barone

    Mari – great post! I like the excel recommendation. In the future, I would love to see a post about all of the metrics you personally measure.

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  • http://ImpartialGeek.com David Foster

    Mari…as always spot on. It is hard sometimes because it seems that in some cases there is no rhyme or reason to their insights, but there is definitely enough there to help you see that people are engaging or not. Thanks!

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  • Leah Mackey Schultz

    What do you consider to be a good/great/exceptional feedback % rate? 1%? 2% Need a benchmark to show our customers how they are doing in the grand scheme of things…

  • http://www.bluebanana.co.nz Linda Coles @ Blue Banana 20

    Great stuff Mari as always. Would also love some benchmark figures if you have them :) Linda

  • http://www.bradleyericsmith.com Brad Smith

    Thanks – That’s a huge response rate! Also, good point re: posting to their wall. Have you had much success with inserting links?

  • http://www.bradleyericsmith.com Brad Smith

    Per post, 1-2% would be pretty good… but I think this metric has its limit. Personally, I’m more interested in measuring how much traffic I’m generating back to the website/blog. For example, our post interaction might be lower (less than 1% per post), but we’re focusing on growing our audience (likes per day) and generating almost 20-30% of our corporate blog traffic from Facebook. Depending on the business, I think the focus needs to be on business goals and less emphasis on engagement data.

  • http://twitter.com/bruk523 Brooke Gabbert

    I don’t think you can include links. I just experimented and it wouldn’t let me post with a URL in the question or the answer. Good suggestion for Facebook!

  • R Mcguire

    Good info and a great refresher for me. I check these metrics on a daily basis and like the dashboard idea. I noticed that some of the metrics are off from last year when I reviewed by 2010 Q1 metrics. Do you know of any changes that have been made in Facebook’s reporting that would cause this type of result? Thanks again for your valuable info Mike!

  • http://www.brosix.com/ Brosix

    I really like that FB added the post insights. If only Twitter would do the same!

  • http://powersbusiness.com Shane Powers

    Great article Mari! I really like the excel-spreadsheet-dashboard-with-editorial-calendar-with-retroactive-tracking concept. Now you just need a catchy name and a TM:)

  • http://www.mybeautybunny.com Jen Mathews

    “Some studies show that a whopping 90% of Facebook users don’t return to a fan page once they click the Like button. They only see and interact with your content in their news feed.” Can you point me in the right direction to read some of these studies? Thanks!

  • Kristin

    Great post like always Mari!
    I manage several pages and their Facebook insights always seem to be off. Example – on the wall a post can have 3 comments and 10 likes, but in the insights it will show different numbers. Do you know why this happens?
    Thanks!
    Kristin

  • http://www.slice-works.com/ krabil57

    Mari, this is a great post. You always do a great job of explaining the details. And in this case, detailed understanding is so important. Thanks once again :-)

  • Muswagha

    This post is coming right on time! I am currently implementing the strategy around the social media marketing campaign I am launching for my NGO and I was desesperate to figure out how to measure the engagement generated by our post! Thx a lot for sharing this!

  • Tanya

    @Brooke – this is so helpful! When I looked to use the Poll or Questions tool you mention in your posts, (on our company Fan page), i didn’t see a link to it. Can you provide more detail about how or where you use this tool?
    thank you.

  • http://www.linkedin.com/in/mdyoder Michael D. Yoder

    Good, solid information for making sense of and getting the most out of your Facebook insights. Thanks, Mari.

  • Guest

    Great post! I love it! I have two questions on it:
    1) Do you think you can evaluate a comment more (let’s say twice) than a like (because it is means more effort or “brain work” to the fan)?
    2) Taking winning games as an example, after the right answer is posted, the impressions will still rise but people won’t comment anymore. So in this case the formula (Likes+Comments/Impressions) is misleading, isn’t it?

  • http://brandyousocial.com Karl Sly

    Nice post. At what point would you suggest there’s an issue when evaluating your engagement vs. impression metrics? From what I’ve seen it takes a lot to produce a little.

  • http://facebook.com/MyNaturalRemediesGuide Bernadette

    Thanks for a great article Mari and thought provoking comments everyone.

    I’ve got a lot to learn and implement to optimize the engagement of fans on my new page – one thing I’m currently trying is directly asking :) – using Questions to create a poll to ask my fans what they’d like to see posted in their news feed. I used the Google keyword search tool to come up with the list – lets see how we go!

    If you want to see the example, I’m http://facebook.com/MyNaturalRemediesGuide – any suggestions for other strategies would be appreciated – I also hear interactive competitions and giveaways work very well to engage fans – looking forward to trying them!

    Bernadette

  • http://facebook.com/MyNaturalRemediesGuide Bernadette

    Thanks for the tip Brooke – have just used the Questions tool to post a poll! :)

  • http://www.maturedatingonline.org Paul Fald

    Most interesting article – many thanks !

    http://www.maturedatingonline.org

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  • Denise Ferreira

    Mari, thanks for all the helpful advice! I’m just starting to learn how to use my Facebook fan page and navigating the tools available can be daunting. I really appreciate your practical, straightforward method of explaining the site. Again, thank you!

  • AlexJB

    very helpful post, Mari! It called my attention to a couple of metrics that I wasn’t watching closely.

    I would love to know if anyone knows how to get the two or three specific data chunks *pushed* to an email address (or pulled into a web dashboard) ? I want to have the per-post insights in my content-writer’s inbox every morning, or at least once a week :-)

    thanks!

  • http://lighthouseinsights.in/ Prasant Naidu

    this is what i have been thinking this whole week. personally i am more happy to see a comment rather than a like.cause then the reader is making an effort to think and give her valuable time. so for me comments directed to the content matters. thanks

  • http://lighthouseinsights.in/ Prasant Naidu

    Mari a great way of demystifying the jargons of Facebook fan page engagement. Right now i am focusing on the engagement as its simple to say but its all about experimentation. what works for one is a waste for other. and humans are the most interesting ones to understand. thanks for ur post :)

  • Marietta

    Thanks, Marie. Very informative. I have created my fan page just recently and I don’t have that much fans yet, 13 currently. My fan page http://www.facebook.com/pages/Personal-Success-and-Development and happy to see people are have interest on it (I looked at the feedback number).

  • http://twitter.com/kavarua Jacquelin GuillaumeD

    Thanks Marie. Great stuff!

    I ‘m working on the subject and I’m wondering if I should use Engagement rate as well?
    The way to calculate is simple: (#comments + #likes / #posts) x (100% / #fans)
    Vs feedback rate which do you think is the more accurate?

    Anyone familiar with those two techniques?

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  • http://www.facebook.com/joenolan Joe Nolan

    You can export historical Insights data to excel to analyze trends and compare. If youre serious about fan page management, then use minimum analytics from asset mgmt platform by Involver, Context Optional, etc. For the real deal, deploy Webtrends fb analytics or the new suite from Adobe. Dont forget timing posts and weekend engagement to shift to even levels vs peak/valley.

  • http://frankjkenny.com/ Frank J. Kenny

    Great stuff as always Mari. Happy to share it. Hope you are feeling better from your trip.

  • http://www.twopageminibusinessplan.com Suzanne

    I have just had an education in what to look at on facebook. I admin three pages, so I’ll be applying all I’ve learned on all three. Thanks!

  • http://www.facebook.com/jacquelinegreen Jacqueline R. Green

    I haven’t heard of these tools for analytics. What is the price point of Webtrends fb analytics and the Adobe option? Is there one that you recommend for first time users?

  • http://flavors.me/douglaswright Doug Wright

    You could use custom URLs in your page updates and then pixel the landing and conversion pages.

    From within a fan page you can set up a custom tab and pixel it. But when your current fans visit your page they automatically land on the wall tab (and Facebook won’t let you, as an admin, change that). So realistically most of your traffic is going to come via your page updates/wall.

  • http://flavors.me/douglaswright Doug Wright

    I have the same question as Jen. Can you please cite your reference(s)?

  • http://linkedin.com/in/donpower Don Power

    Hi Mari!

    I’ve been looking for that data about 90% of Facebook Fans never revisiting your Page once they hit the Like button. I think the number is actually 96% but I”m having a hard time tracking down that original data. Any idea where I can find that original data or even a reference to it on Mashable or SME?

    Thanks!

    Don Power
    aka @donpower

  • AlexJB

    I think visits to the fanpage is a red herring. Worry about outcomes, not visits. Facebook isn’t engineered to encourage wall/page visits, so don’t worry about them. The metrics described here tell you whether or not people are reacting to your posts. Posts are the language of FB, so use them to send traffic where you want it. If you build an interactive tab, then measure its success by how many people come and play with it, or how many people submit their email addresses, etc etc etc.

  • http://ImpartialGeek.com David Foster

    Ya I think that some people worry too much about things that don’t matter. Focus on the 5%-6% that actually follow you…who cares about the rest. There is no trick in the book that can change it…just stay the course…stay interesting and reward the people who are there! =]

  • http://www.healthandwealthlink.com Jim Doyle

    Thank you that is extremely handy information, especially the Facebook insights section.Thank You

  • http://www.johncade.com/ John Cade

    There’s one major thing missing from insights: click-throughs.

    We didn’t think are fans liked it when we posted products or links to articles from our page. However, using analytics tools to track click-throughs from Facebook to our site told a different story. They may not take action on Facebook, but they are interested and engaged by what we are sharing.

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  • Leigh Harris

    I took this to heart and really started to watch my engagement/interactions. I posted a few key photos and watched engagement increase substantially. You are right about unsubscribes – with my automated twitter feed/ blog posts, etc, I think I over posted on this day, and saw one unsubscribe. I’m certain my posts appeared too often. I’ll have to keep an eye on this.

    However, I found the single day metrics right after reading this article and can’t see it now. Is there an easy way to get to it?

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  • http://www.FaceForwardMedia.com SEM Services

    Exactly. Twitter needs to get this in motion.

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  • http://roarmkting.com Ryan Rosado

    I really like how you emphasized the “unliking factor.” It’s something marketing people tend to shy away from. It’s also similar how your Twitter Followers number can fluctuate which can be difficult at times to keep track of.

  • http://roarmkting.com Ryan Rosado

    I really like how you emphasized the “unliking factor.” It’s something marketing people tend to shy away from. It’s also similar how your Twitter Followers number can fluctuate which can be difficult at times to keep track of.

  • http://san-diego-marketing.com/ Jerry Hilburn

    Great tips! Facebook and all kinds of social media is striking to be the most popular ventures for businesses nowadays but it’s not necessarily going to get your ratings or sales skyrocketing so it’s always best to do monitoring and evaluations with regards to using it for business purposes.

  • http://marismith.com/ Mari Smith

    Thanks, Sydney! Well said. :)

  • http://marismith.com/ Mari Smith

    Exactly! Great points, Ryan. I love http://www.manageflitter.com pro version for Twitter management, btw!

  • http://marismith.com/ Mari Smith

    Hi Leigh – great job on experimenting to see what works best for your page. Ahhh, the per-post insights usually appear after roughly 24 hours. They have been buggy lately though. Just wait a bit and try again.

  • http://marismith.com/ Mari Smith

    Really good point, John – it’s one thing to see engagement, it’s another to have those links actually clicked on!! I know http://www.pagelever.com are working on a fabulous Facebook Page analytics tool. Currently in private beta, just about to launch! (This is Jeff Widman of BrandGlue’s baby. Great guy).

  • http://marismith.com/ Mari Smith

    Glad you got value!! :)

  • http://marismith.com/ Mari Smith

    David in the house!! hehee – thanks for your thoughts. True, true!!

  • http://marismith.com/ Mari Smith

    Hey Don – I’ve heard Jeff Widman of BrandGlue/PageLever talk about this number. He mentioned 88%. I’ve seen 95% as a number. I’d love to find an actual article too. Will keep my eyes peeled. And/or reach out to @jeffwidman on Twitter. Oh, for sure see this awesome new white paper out by BuddyMedia: http://forms.buddymedia.com/whitepaper-form_facebooks-edgerank_A.html

  • http://marismith.com/ Mari Smith

    Thanks for your thoughts, Alex! Yes, there are many, many areas we can measure on Facebook! I actually came up with this list for a recent webinar on metrics:

    An increase in…

    Clickthrough rate (trackable links)
    Traffic to your website/blog
    Blog activity
    subscribers
    comments (engagement rate)
    content consumption
    length of time on site
    number of pages visited
    number of social shares
    Email optins (could be right from Page, use a unique form code)
    Coupons redeemed
    Phone calls/sales inquiries (set up a unique tel # just for calls from Facebook)
    Event registrations (teleseminar, conference, workshop, etc.)
    SMS optins (set up a unique short code)
    Sales
    Per sale value
    (GiantNerd +50% with Facebook Like button)
    Brand sentiment

    Feel free to check out the metrics webinar if you wish at http://marismith.com/fbwebinar2

  • http://marismith.com/ Mari Smith

    Hi Jacqueline – I’m not up on the tools you mention. I use a combination of Facebook’s Insights (free), http://www.TwentyFeet.com (two social profiles for free), and http://www.SocialBakers.com (free and pro).

  • http://marismith.com/ Mari Smith

    Wonderful! Glad you got value here. :)

  • http://marismith.com/ Mari Smith

    Thank you kindly, Frank!! I’m back in the saddle and on top of the world after a week of uber slo-mo. Watching the Royal Wedding lifted my spirits big time! ;)

  • http://marismith.com/ Mari Smith

    Hey thanks heaps, Joe!! Sounds like you are a metrics Ninja – love that!!! I’ll have to check out Webtrends and the new suite from Adobe. [Aha, I found Webtrends Facebook analytics but is it available yet? http://www.webtrends.com/Products/Analytics/Facebook.aspx

    Meantime, I’m using a combo of Facebook’s Insights, http://www.TwentyFeet.com, http://www.SocialBakers.com and http://www.PageLever.com currently in private beta about to come out.

  • http://marismith.com/ Mari Smith

    Hi Jacquelin – engagement rate is a good one to calculate. Check out http://www.socialbakers.com they have an awesome reporting tool where you can monitor and compare your engagement rate with other pages.

    Feedback percent is good for a per-post metric but then it’s good to aggregate for the bigger picture.

    One thing I didn’t include in this post (left it for a future post!) is the amount of wall posts and @ mentions that fans create. My post here primarily addresses how much fans are engaging with the content the page posts. But, I’ve noticed likes of Social Media Examiner don’t always get a huge response to their content (links) other than questions, but they get a well above average number of fan questions as wall posts.

    I think fan page engagement has two parts: how much fans engage with content the admins post and how much fans come to the page and post content themselves and interact with each other’s content.

  • http://marismith.com/ Mari Smith

    Great!! Keep up the good work!. :)

  • http://marismith.com/ Mari Smith

    Lol! Glad you got value! :)

  • http://marismith.com/ Mari Smith

    Hey Alex, do check out twentyfeet.com and socialbakers.com for regular emails.

  • http://marismith.com/ Mari Smith

    My pleasure, Denise! So glad you enjoyed! :)

  • http://marismith.com/ Mari Smith

    Hey Bernadette! :) I gotta say I’m not a huge fan of the Questions feature – I’d rather just post on the wall because the thread of comments is easier to view. However, the poll option is good on the Questions.

    For contests, you’ll need to be sure you use a third party app – see this post for all the guidelines: http://www.socialmediaexaminer.com/facebook-promotions-what-you-need-to-know/

  • http://marismith.com/ Mari Smith

    Keep on trekking, Karl! The tipping point for seeing traction/results is around 500-1000 fans. Do check out this awesome new white paper out by Buddy Media – it’s very helpful in knowing what to tweak to get your content seen in the feeds: http://forms.buddymedia.com/whitepaper-form_facebooks-edgerank_A.html

  • http://marismith.com/ Mari Smith

    Hi there — re your questions:

    1) Yes!! Excellent point and I agree that comments typically have more value. But, Likes are just easier and the more Likes, the higher the EdgeRank!
    2) I think the impressions # is misleading anyway. I’d far rather know the number of actual people who have seen my content vs. the number of times it’s been “rendered.” You could just focus on the likes+comments. But, don’t forget to also add in wall posts + @ tags which I didn’t cover in this post!

  • http://marismith.com/ Mari Smith

    Agreed! But I’ll take 100 Likes vs. 1 comment! :) It’s all relative.

  • http://marismith.com/ Mari Smith

    Thanks, Michael! Glad you enjoyed.

  • http://marismith.com/ Mari Smith

    Awesome!! So good to hear. :)

  • http://marismith.com/ Mari Smith

    Woohoo!! Many thanks!!!

  • http://marismith.com/ Mari Smith

    Hi Kristin – good point. I typically find after about three days or so, the numbers settle down and are accurate both on the wall and in my Insights.

  • http://marismith.com/ Mari Smith

    Hi Jen – this comes from Jeff Widman at BrandGlue/PageLever. I heard him say it on a webinar. His number was 88% but I have heard 95% elsewhere. I’d love to see a write up on the web about it. You could reach out to @jeffwidman on Twitter.

    This post cites the same stat/data that I heard – it’s got some great ideas too: http://www.socialmedia.biz/2011/02/10/15-ways-to-extend-your-brand-reach-on-facebook/

  • http://marismith.com/ Mari Smith

    Yes, my apologies, Doug – I ought to have referenced Jeff Widman in my post. See my answer to Jen above.

  • http://marismith.com/ Mari Smith

    heheeee – thanks!!!!

  • http://marismith.com/ Mari Smith

    Good question – Facebook have indeed been doing some tweaking to their Insights. Keep an eye on PageLever.com shortly to come out of private beta. It’s an awesome Facebook Analytics tool.

  • http://marismith.com/ Mari Smith

    Check out socialbakers.com – they have an awesome pro tool for comparing your page to others, complete with engagement rate and more. I don’t really have benchmark figures myself… I’m not a big “comparer” I just get out there and do my thing. Lol. Oh, be sure to also check out Buddy Media’s fabulous white paper: http://forms.buddymedia.com/whitepaper-form_facebooks-edgerank_A.html

  • http://marismith.com/ Mari Smith

    Hi Leah – I agree with Brad below. It’s better to focus on your own business goals and Key Performance Indicators vs. a benchmark because it’s all contextual. For example, take a look at this study by Visibli: http://visibli.com/reports/fbstudy — a *car* company (Audi) is more popular and engaging than Justin Bieber and Lady GaGa! :) See also some of my other answers above with various reports and tools you can use to create your own benchmarks. Hope this helps!

  • http://marismith.com/ Mari Smith

    Very well said, Brad!!

  • http://marismith.com/ Mari Smith

    Yay, exactly!!

  • http://marismith.com/ Mari Smith

    Oooh, you got it, Cara!! I’ll lift up the hood at some point in a future post. hehee

  • http://marismith.com/ Mari Smith

    haha Dave – all depends on your overarching objectives! :)

  • http://marismith.com/ Mari Smith

    Many thanks, Justin!! Aha, I do indeed have an example dashboard… just recently released to attendees of my Social Media Marketing Immersion program. However, I do have plans to evolve a bit more and then release to the public. Stay tuned. :)

  • http://marismith.com/ Mari Smith

    Wow that’s great to hear the Questions feature is working so well for you!! I haven’t really been sold on it yet. :)

    Gosh, it would be really challenging to find an “average unsubscribe rate” — perhaps socialbakers.com could be of help. Thing is, that’s a number that’s not necessarily publicly available, whereas you can monitor and compare your page to other pages based on number of fans, wall posts, likes, comments etc. basically anything that is publicly available.

    I will say, though, one third of fans hiding your content does seem very high to me. I have approx 40k fans on my page and daily unsubs are no more than an average of about 5 total. I just chalk that up to those particular fans were not the right resonance… either that or they come to my page they just choose to not see my content in their feeds.

  • http://marismith.com/ Mari Smith

    Good point about Questions, Brooke – I gotta give it another go. :)

  • http://marismith.com/ Mari Smith

    Tanya – the Questions tool should be at the top of your wall (on your personal profile and also your fan page) inbetween Status and Photos. You can post a Question any time and include a Poll or not. When you do it goes onto your wall. When fans/friends answer, it goes on their wall too.

  • http://marismith.com/ Mari Smith

    Cool!!

  • http://marismith.com/ Mari Smith

    ha – great metaphor!

  • http://marismith.com/ Mari Smith

    Well said! Thanks for your comment! :)

  • Nancy R. Shurka

    Great, easy to read post with good tips.  Thanks especially for pointing out that “Unsubscribe” includes – possibly – the number of Fans hiding posts.  My fellow Social Media Managers and myself were under the impression that there was no way of knowing the number of hides…good to know that’s not exactly the case.  I track Facebook’s Insights regularly for my clients to determine what makes Fans react and drive traffic to the company website.  I myself am a very bottom line type of manager.  I pay special attention to the type of posts that receive the most feedback and offer more of the same with a new twist.  I do strongly agree that photos are a great way to increase engagement.  Since photography is a serious hobby, I offer it as part of my services and client’s love it.  However, no matter how diligent you are about analyzing your pages, without a strategy and the support of your client, its very difficult-  if not impossible – to get the most out of Facebook.  For example, one B2B business page that I am managing - while still receiving at a very slow rate of increasing number of Fans - its engagement markers dropped and then just plateaued after 4 months. The engagement was mainly driven by posts that I created with articles and photos, and by joining conversations with the target market.  The page is in need of a new fun and engaging idea to boost its numbers.  While I have presented many effective ideas to increase fan engagement and brand awareness, the company just has no time to do its part to make it happen, but they want to continue maintaining a Facebook and Twitter presence.  So, I am searching for more ideas that require less – if not zero – input from the client, which is not that simple.   Just thought I share.  - its engagement markers dropped and then just plateaued after 4 months. The engagement was mainly driven by posts that I created with articles and photos, and by joining conversations with the target market.  The page is in need of a new fun and engaging idea to boost its numbers.  While I have presented many effective ideas to increase fan engagement and brand awareness, the company just has no time to do its part to make it happen, but they want to continue maintaining a Facebook and Twitter presence.  So, I am searching for more ideas that require less – if not zero – input from the client, which is not that simple.   Just thought I share. 

  • The Happy Hippy

     Very interesting post and mighty handy. Thank you.

    I have a question, however.  The page for which I am an admin has multiple admins.  We only have a about 150 fans (we are slowly growing), but I don’t know if the Insights data captures stats from the admins.  If so, our stats are being warped considerably given the small following compared to the large number of admins.

    Does anyone know if you can exclude data from admins showing up (like excluding an IP Address from Google Analytics)?

  • Elin

    Hi Gustaf …. would you care to share the layout of your spreadsheet?  I’ve tried the same thing but cannot seem to get it to work together and I  find i’m spending alot of time on it …..

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  • http://www.marketingsutra.com/ Alex Grechanowski

    Google Analytics adds a neat Social Engagement Tracking tool: http://www.marketingsutra.com/blog/google-social-analytics/ So it’s now possible to track many of those FB activities inside GA.  

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  • http://www.facebook.com/kmkleinwort Karen Kleinwort

    Hi Mari, I was just looking on our fanpage for @therapyintranstion and I do not see the Question option – I only see Post, Photo Link options. I do see it on my personal page but not the fanpage. Do you think this has changed in the last three months? Thanks Karen

  • http://www.hingemarketing.com/blog Sean McVey

    “90% of Facebook users don’t return to a fan page once they click the Like button.”  Wow that’s an aggressive number but it makes sense.  When posting consistent content, how do you know when you’re posting too much?

    Thanks for the all of the tips. 

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  • Faisontina23

    Very imformative regarding the tracking technique. Will you be posting any tips and breakdown of exactly how to build a fan base for your page. And I’m having trouble figuring out my fb address to post onto my other marketing materials..it’s not http://www.facebook.com/name of your page].

  • SES_Elizabeth

    Here’s my Facebook marketing confusion:
    The insights for my
    page under “Total Tab Views” says that XX number of people viewed
    “Events” and X number of people viewed “Events | events.”
    However, the event tab is not enabled for my page, and I have no idea why Facebook
    would think there are 2 (they have different visitor numbers). Any ideas?

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  • Tomasz Piotrowski

    Hi Mari!

    I just got my hands on http://www.fanpagetrender.com
    It works great, looks great, but what I love most about it is the ability to compare the results of my fanpage with my competitors fanpages. I’m on the demo mode right now, but I think I’ll go for it!

  • LHR

    Did you claim your username? Once your page reaches a certain number of fans, you can go into the page settings and input your desired page name (as long as your an admin).

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  • Kartek

    How do you view the Talking about this feature? Is it not a little difficult to benchmark? And beyond the Page insights, any tool which is used globally to give more detailed measurements and how efficacious are they? I have come across Vitrue and Buddymedia a lot.

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  • b_semmar

    Mari, using Unsubscribes and Unlikes as a measure of a Facebook pages engagement is superfluous: as you said yourself, Facebook doesn’t tell you who Unsubscribed or Unlinked and (more important) there’s no way of telling precisely what caused them to perform that action. To optimize a brand’s or business’s activity on Facebook based on these insights might result in you losing less, but not necessarily gaining more. Better in my opinion to focus on what’s driving engagement on your Page and how that effects how many people see that content.

    A recent study I was involved in showed a direct correlation between Engagement & Reach; with a broad audience and a commitment to stimulating meaningful dialogue it’s very likely that the people you’re losing through Unlikes will be quickly replaced by those who connect with your brand, and aren’t just Liking your page for 20% off something. Check out the study here http://www.webliquidgroup.com/research-facebook-reach-analysis. I’d love to get your feedback. 

  • http://www.facebook.com/Shuhra.PrimeDigiko Stephanie Chaanine

    If I calculate my own engagement rate as per my facebook stats (likes + comments / stories impressions) I get a completely different result than from socialbakers.com 

    Why and which is more accurate?

  • http://www.facebook.com/tony.ouwendyk Tony Ouwendyk

     ’Engagement and consistency’. You’re going to burden yourself with a company’s duty to its own clients by trying to find a way to do fun and ‘engaging ideas’ with ‘less’-if not ‘zero’ input by the client.

    You just succeeded by taking over their responsibility to ‘engage’ and ‘interact’ with ‘their clients’. You are their answer to your own dilemma.

    Now, all that’s left is for you to find someone else to do your posting and ‘engaging’ and if you do, please send me their contact information so I can have someone else write these ‘comments’ for me as well.

    Why not ‘Post’ your clients Facebook and Twitter names along with their unwillingness to engage their Fans and see if their Fans would agree with my assessment of their future popularity online.

  • http://www.facebook.com/tony.ouwendyk Tony Ouwendyk

    It’s not the number of ‘Likes’, ‘Comments’, or ‘Shares’ you get that makes You or Your Page successful to You. It’s the NUMBER of Real People with whom You Engage in those ‘Likes’, Comments’, and ‘Shares’ to ‘Keep Them as Your Customers’ as opposed to having Google or Facebook or their customers’ Applications obtain Your Help in getting them all in a Group or Circle so they can ‘Target Then all at once’ every time any of them ‘Engage’ with any other one of the ‘Fan Numbers’ in that ‘keyword’ you all have in common.

    Being a Facebook or Google Marketer, is not building a Fan Base yourself. It’s buying advertising from them to ‘Target your competitions Fans’ with your ‘keyword ads’ and adding them as ‘Preferred Customers’ who promote You and Your Business and its Page. That’s WHY… It is important to not get Your Fans that you coerce to ‘Like’ your Page, confused with the ‘Reality of their Numbers’ to fool people and search engines into believing those Numbers are REAL. You’re only confusing and fooling yourself with that ‘untruth’ in advertising.

    Like this post if you ‘Like’ The Truth in Advertising and want to increase your own Page’s Customer Base instead of its ‘False Image to Deceive the public’ and thereby ‘Fail to attain Real Growth and Profitability.

    ‘Like’ for ‘Like’ Pages and Ladders are destroying the credibility of Business Pages because they are what they profess to be… Ladders to the sky that lead nowhere except for the Pages that ‘Engage’ you, their promoters and future customers, when their own numbers suggest they have a market for Your Page if you want to advertise with them. Facebook ads from the start would save you thousands of hours playing Snakes and Ladders!

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  • Jm Agnew

    Are there any Facebook measuring tools to measure interactions specifically with friends, such as how many comments per month, how many pokes/likes/pic tags, etc? 

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  • http://timlumpkins.com/ Tim Lumpkins

    I’m working on a strategic communication plan for a grad class and I was having a hard time figuring out the best way to measure Facebook engagement. Your article gives me a lot of great information. Thank you.

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  • http://www.cookforestbellhouse.com/ lisa

    My insights home page does not have an impressions spot to look at.  What am I doing wrong?  My fb page went to 2600 likes in 3 days and over 10k talking about it so I would like to enact your recommendations about further review.

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  • http://www.facebook.com/profile.php?id=690206549 Brooke Jones

    Facebook Page Insights have been updated since this article was written – where we can get updated information?

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  • Melissa Geiwitz

    Can you please provide counsel for how to go about increasing FEI scores over time?

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  • KawarthaLakes Mums

    What do you think of using special offer codes, ie KawarthaMums5, in addition to custom urls to track conversions? I was thinking this could also capture some word of mouth conversion as well. – Suzanne S.







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