Now that you’ve got some good tips in for increasing engagement on Facebook from Part 1, you’ll need to know how to measure your success. We use the metrics below at Bulbstorm to evaluate the success of our clients’ campaigns each week:
- Ad impressions: This indicates how many times people saw your brand without visiting your page, including impressions from ads and posts in news feed. This includes both fans and non-fans that may or may not have opted in to see your information, e.g. they might not “like” your page or may not have “allowed” your application.
- Page views: The number of views of your Facebook fan page or the branded pages of your campaign application receive. Page views are more significant that simple impressions because, as the name implies, viewers have to take some sort of action to see them.
- Brand engagements: This reflects anything requiring a thoughtful user action including likes and comments on wall posts and submitting, rating or commenting on user-generated content within a campaign application. An interaction is much more valuable than an impression or page view because the user has put thought into engaging with your brand.
- And, of course, fan growth: This is the number of people who “Like” your page. Like we said in Part 1, fan growth is a relevant metric, but should not be the only metric you use to determine your campaign’s success.
How do you measure your success on Facebook? Do you have any tips for increasing engagement? We’d love to hear from you in the comments.