Beyond Reach: The Important Facebook Metrics You Should Measure

The History of Brands and Facebook

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

The evolution of social networks

Learn everything about them

Monetize Go public

IPO

Make more money

Build a user base

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

The evolution of Facebook

Colleges only

2006EVERYONE

2007Facebook Ads

opens for everyone

2004Launched

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IPO

2008Brands can create a page and buy Likes

2012Facebook Ads

opens for everyone

2014Algorithm change

and new ad structure

FUTURE?

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

The Algorithm

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The Current State of Affairs

© 2014 Simply Measured, Inc

Dwindling Organic Reach

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Facebook's need to create revenue

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Social spans silos

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Different teams + different goals

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Need for combined reporting

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Facebook introduced paid data in the Insights Dashboard

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Why not Reach – Reach as the new Fan count

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

A quick explanation about Reach

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Day 1

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Day 2A quick explanation about Reach

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Day 1

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

A quick explanation about Reach

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Day 1 + Day 2

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

A quick explanation about Reach

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Day 1 + Day 2

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Customers, not eyeballs

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Your Facebook page has multiple purposes – not just advertising

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New Customers

Only!

Engagement

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

What’s Engagement?

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

What Engagement you should measure

• Likes• Shares• Comments• Total Engagement• Engagement rate• Paid versus organic

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

How to “read” total Engagement

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• Identify the trends• Find the peaks• Compare paid to organic• Drill down to the post level to find out more

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

How to “read” total Engagement

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Don’t forget Engagement rate

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Not all Engagement is created equal. Tailor your content to achieve the desired engagement

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Negative Feedback

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

How Negative Feedback is captured?

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Tracing the root cause for Negative Feedback

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What happened?

• Identify the trends• Find the peaks• Compare paid to organic• Drill down to the post level to find out more

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Tracing the root cause for Negative Feedback

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What happened?

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Paid Impressions and Negative feedback

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© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Answer the following questions

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What is acceptable churn?

Are you targeting the right audience?

Are you hitting people too many times?

Takeaways

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Takeaways

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Paid doesn’t replace good content create great content!

Bring the two teams together use data to find the connection

Make the most of every postdecide where, what and when to spend

Don’t stop at Reachthere are important metrics beyond Reach

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Takeaways

Slide 35

Paid doesn’t replace good content create great content!

Bring the two teams together use data to find the connection

Make the most of every postdecide where, what and when to spend

Don’t stop at Reachthere are important metrics beyond Reach

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Takeaways

Slide 36

Paid doesn’t replace good content create great content!

Bring the two teams together use data to find the connection

Make the most of every postdecide where, what and when to spend

Don’t stop at Reachthere are important metrics beyond Reach

© 2014 Simply Measured, IncThe Important Facebook Metrics You Should Measure | #BeyondReach |

Takeaways

Slide 37

Paid doesn’t replace good content create great content!

Bring the two teams together use data to find the connection

Make the most of every postdecide where, what and when to spend

Don’t stop at Reachthere are important metrics beyond Reach

© 2014 Simply Measured, Inc

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