Thursday, September 27, 2012
Marketing without measurement is like driving in the dark without headlights: dangerous, and not really smart. When it comes to social media, things can change on a dime, so you need to make sure you have the right tools in place to measure, monitor and adjust in real-time.
Here are some tools that you can start using today:
Facebook Insights allows users to easily monitor their Facebook Page or app activity. By better understanding consumption of content, user growth, and fan demographics, marketers can make better decisions regarding their Facebook brand presence.
Facebook Insights is free—but available only to Page administrators and developers on Pages that have been “liked” by at least 30 users. If you have technical resources at your disposal, you may also consider utilizing Insights API, which helps you access metrics beyond what’s available through the standard Insights dashboard.
Polls and Surveys
Making sure that consumers are receiving the type of content they want is critical to staying fresh and relevant, especially in the ever-evolving social landscape. Testing content on Facebook is one way to stay on the pulse of what consumers want. This also allows marketers to gather customer insight and actionable performance metrics that can provide valuable campaign lift.
Some tactics you can use:
- Launch Facebook polls and surveys, on a homepage News Feed
- Offer incentives for submitting feedback
- Add a level of excitement by publishing the results daily or weekly
And map that to traditional data sources like:
- “Like” counts or user growth
- Page views
- Demographic information
Then, adjust your creative strategy accordingly, making sure the insights you’ve gained translate to the creative you produce for other channels.
SocialEngage Reporting Dashboard:
SocialEngage reports are broken down into three categories: Reach, Influence, and Engagement. These metrics provide managers with insight into how teams are engaging on a full-scale or individual level with customers on Facebook Pages and Twitter channels.
To learn more about how to maximize your marketing efforts on Facebook, download our Facebook Field Marketing Guide.