Week VI Pt I: Facebook Metrics
Getting familiar with Facebook's impact and methods builds a strong foundation to leverage the platform as a business tool.
One of the first key metrics to study is the difference between post reach and post engagement.
Facebook's Insights page provides a robust means of measuring current and potential impact of just about anything you could do on the platform. Demographic and psychographic information is displayed about your site's current following. To look into the potential reach of an ad, a massive dropdown menu allows filtering by similar audience characteristics and more. Content analysis and projected metrics are in abundance through this incredibly powerful tool.
What makes Facebook Insights so effective is its ability to target a market based on their interests, connections, relationship status, language, parental situation, political leaning, recent life events, and so many more otherwise unheard of audience characteristics. This includes the standard demographic reports on age, gender, income, education level, and geographic location.
The reason behind this is Facebook's commitment to an incredibly positive user experience for the business, the consumer, and the platform alike. By helping businesses single out the exact target they are looking for, businesses will waste less time and money advertising and publishing to people who are uninterested. Likewise, the users seeing the content will be more satisfied with their experience when presented with information that is actually relevant to them. These two in combination make Facebook more likely to be visited again by both parties, making it a win-win-win situation.
Create. Target. Post. Measure. Repeat. Such is the cycle of Facebook content.
One of the first key metrics to study is the difference between post reach and post engagement.
- Reach: how many impressions are made; how many people have seen the post
- Engagement: how many interactions are made; how many likes, shares, etc.
Facebook's Insights page provides a robust means of measuring current and potential impact of just about anything you could do on the platform. Demographic and psychographic information is displayed about your site's current following. To look into the potential reach of an ad, a massive dropdown menu allows filtering by similar audience characteristics and more. Content analysis and projected metrics are in abundance through this incredibly powerful tool.
What makes Facebook Insights so effective is its ability to target a market based on their interests, connections, relationship status, language, parental situation, political leaning, recent life events, and so many more otherwise unheard of audience characteristics. This includes the standard demographic reports on age, gender, income, education level, and geographic location.
The reason behind this is Facebook's commitment to an incredibly positive user experience for the business, the consumer, and the platform alike. By helping businesses single out the exact target they are looking for, businesses will waste less time and money advertising and publishing to people who are uninterested. Likewise, the users seeing the content will be more satisfied with their experience when presented with information that is actually relevant to them. These two in combination make Facebook more likely to be visited again by both parties, making it a win-win-win situation.
Create. Target. Post. Measure. Repeat. Such is the cycle of Facebook content.
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