Being familiar with the metrics Facebook uses to determine the effectiveness of your business page will definitely help you with the way you market your campaign. Not only is Facebook currently the largest social networking site, but it also collects ample amounts of information about its users. Facebook’s newly revamped Insights is a great way page owners can access vital information about their fans’ activities. Taking these insights to gauge what is needed to be done to give fans a better experience, will then yield the results received.

The main metrics that should be taken into consideration comprise of three areas: people talking about this, engaged users, and external referrers. Take a look at the information below for a better explanation of how paying more attention to these areas can help your Facebook campaign.

1. Tracking “People are Talking About This” Metric

This metric is not only visible when logging into the Insights dashboard of your Facebook business page, but it is visible to the public viewing your page. What this number does is represent the total number of people who have engaged with your page in some way, over the last week. They must either “Like”, comment on a post, answer a question, tag your page, respond to an event, or share your post with others to be included in this number.

If your goal is to build a growing community on Facebook or turn your fans into “super fans”, then engagement is the most vital area of your page to track. Ultimately, the best way to increase this engagement is as easy as just asking.

Encourage your fans’ engagement levels by asking questions, request their opinions or feedback, and ask them to click.

Example. Instead of posting a statement “Shocked at how low I’m quoting car insurance rates!”, post something more like “Click Like if you’re excited about low car insurance quotes!”, or “Like this post if you like to save money!” Of course, you can get more specific depending on what message you are trying to send across. For more localized pages, try “Who do you think will win the Superbowl this year?”, or “What is your New Year’s Resolution?” Don’t be agreed to ask for fans’ to share your content as well. “If you found this tip useful, make sure to share it with all of your friends!” The key is to use calls to action to motivate the engagement on your page.

Tip: Never let a post go unaccounted. When someone comments, Likes, or shares your post, be sure to give them recognition. This can be done by reaching out to them personally with a thank you, or use as an opportunity to further the conversation by commenting

2. Tracking “Engaged Users” Metric

You’ll also see the “Engaged Users” section under the Page Post Information area on your Insights. This number represents the number of unique fans who have clicked anywhere on that post.

Engaged Users, clearly is another engagement-related metric, but since it tracks actual clicks, you can see how your audience interacts with your posts once they do interact. This can be used to determine better calls to action to increase the engagement levels. Find out what they are responding to, and formulate better call to actions for your campaign.

Tip: Target posts to your target or ideal audience. If you’re not seeing consistently increasing clicks on your posts over time, more likely than not, you’re not giving your fans the information they need. Re-evaluate your posts, and learn from these metrics.

Questions you want to ask yourself:

-Who is my target audience? (Age, Gender, Location, Industry)

-What information are they looking for?

-What main challenges can I solve for them?

Tip: Try using polls to gather information from your fans to get to know them better

3. Tracking “External Referrers” Metric

You can visit the “External Referrers” section by clicking on Reach in your Insights. Insights will give you a list that shows how many times people have arrived on your page from an external site, dependent of the selected date range.

This area is important to check on, because Facebook allows you to have conversations and build relationships that you just can’t have on a regular website. Those conversations can yield powerful market insights and, eventually, lead to actual sales.

Tip: Actively drive traffic to your Facebook page.Begin this by determining where your current referrals are coming from. Ask yourself:

-Am I optimizing my Facebook page so it will index better with search engines? (Use the Info Tab to plug in keyword rich information)

-Am I doing enough outside of my website and Facebook page to bring traffic in? (Try guest posting in your niche on high trafficked blogs, free online trainings, and interviews)

-Is my website accounting for some of my referral traffic? (If it does not, make some changes to your website such as adding a Like box or share buttons. Make you’re your social media buttons are visible and on every page)

220 Marketing specializes in Online Marketing and Management for industries such as Insurance Marketing, Real Estate Marketing, and Mortgage Marketing.