Facebook.
Everyone knows what it is and I’m pretty sure mostly everyone has an account. You can post an update, message a friend,
create an event, post photos, and read the news of everything posted. Another part to it is where you can create a Facebook
Page of whatever is of interest to you. There
are many different kinds of fan pages where mainly your goal is to get as many
likes as you can. Once they like it, they
can read about it and see your posts on their news feed. This allows you to get yourself out there and
recognized by more people which in turn could help improve your business. It’s one of the methods to advertising.
Facebook Page Metrics and Insights
To utilize the
Facebook Page to your advantage, Facebook provides you with aggregated
anonymous insights about people’s activity on your page. This is where you can view the different Facebook
metrics like how many people your post reached, how many people clicked it, how
many people liked it, how many people commented on it or shared it. If you don’t know how to utilize this
Facebook fan page to your advantage, don’t worry there’s a breakdown on “6 Facebook Metrics Marketers Should Be Measuring”. [1] This might be a little outdated so you can
always go to the Facebook help option as well to get more up to date information
on your fan page. [2] With these metrics you can learn which posts
are good, which posts aren’t as good, and how to improve your page based on
what you see.
Optimize Your Page Post Metrics
Once you know
how to navigate throughout the page, you’ll find that there are many metrics
for you to work with. By knowing how each
of these key metrics work, you should be able to analyze how effective your web
page is and what needs to be done to boost the company sales. [3] From the perspective of Facebook, there are also
specific ways to promote your page and increase your likes. Some methods - such as contests, promotional
offers and promoting through other social media – won’t cost as much as others. [4]
How NOT To
Optimize Your Page
Now there
are genuine ways to boost these Facebook metrics and then there are fictitious
ways. You want to be careful and make
sure that your metrics are accurate because with all metrics, there’s always
the possibility that they could be unreliable.
For instance, the Facebook Page Likes metric could be helpful or could
not. As I stated above, the more likes you have, the more
detailed your metrics will be on your Facebook dashboard, but that’s if those
people that have liked your page are actively participating in your posts. On your Facebook page, there is an option to
promote your page and get more likes.
The problem with paying to promote an ad is that there are businesses in
other countries that get paid to like your page. This technique, known as “click farming”, will
definitely increase your likes, but it could even lessen your engagement
metric. [5] There’s more to this and I would
love to discuss it, but since there are great links that describe it better and
an even better video linked below about it all I’m pretty sure you’d rather
read about the fraud and all those fake Facebook profiles there.[6] [7] This video is a really good one about Facebook Fraud.
Know Your Metrics
Overall,
if you’re trying to increase your engagement and utilize the Facebook metrics
to your advantage, you need to know how each one works and if they’re truly a
good metric. This also applies to all
other metrics and how you analyze them. Knowing
how each one works and which ones are needed will allow you to use them to your
advantage and analyze the data based on your company requirements as well as
compare them to competitors and the industry.
Particularly, you would also want to make sure what you’re paying for is
authentic and that you’re not getting ripped off. If this is occurring on
Facebook what happens to other social media that you pay for? Are those authentic metrics
that you're looking at?
References:
References:
[1] Ernoult, E. (2013, March 18). 6 Facebook Metrics
Marketers Should Be Measuring. Retrieved February 18, 2014, from Social
Media Examiner: www.socialmediaexaminer.com/facebook-page-metrics/
[2] What's new in Page Insights? (2013, November 18). Retrieved February 18, 2014,
from Facebook: https://www.facebook.com/help/247808452010769
[3] Tabita, J. (2014, February 11). Beyond Tracking:
How to Improve Your Web Metrics. Retrieved February 18, 2014, from
SitePoint: http://www.sitepoint.com/beyond-tracking-improve-web-metrics/
[4] Steeves, N. (n.d.). 7 Ways to Increase your Facebook
Likes [Guide]. Retrieved February 18, 2014, from Wishpond:
http://blog.wishpond.com/post/52815764009/7-ways-to-increase-your-facebook-likes-guide
[5] Schneider, J. (2014, January 23). Likes or lies?
How perfectly honest businesses can be overrun by Facebook spammers .
Retrieved February 18, 2014, from TNW:
http://thenextweb.com/facebook/2014/01/23/likes-lies-perfectly-honest-businesses-can-overrun-facebook-spammers/#!wgii9
[6] Cellan-Jones, R. (2012, July 12). Who 'likes' my
Virtual Bagels? Retrieved February 18, 2014, from BBC News Technology:
http://www.bbc.co.uk/news/technology-18819338
[7] Hicks, J. (2013, July 3). IG report: State
Department spent $630,000 to increase Facebook ‘likes’. Retrieved February
18, 2014, from The Washington Post:
http://www.washingtonpost.com/blogs/federal-eye/wp/2013/07/03/ig-report-state-department-spent-630000-to-increase-facebook-likes/
[8] Facebook Fraud . (2014, February 10). Retrieved February 18, 2014, from Youtube:
http://www.youtube.com/watch?v=oVfHeWTKjag
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