Facebook Engagement Amplification: A smarter approach to measurement
According to a Facebook engagement measurement study featured on Mashable earlier this year, 60% of marketers in 2011 measured their success on Facebook as the number of Likes a brand page received. Acquisition metrics have become a staple for companies with a dedicated social media measurement practice, but likes only fill the top of the Facebook engagement funnel. When the same aforementioned marketers were surveyed on whether they include engagement KPIs as part of their measurement mix, the number of positive respondents fell substantially to 39%. How do these companies know who is interacting with their social content, and how often? As the community managers for brands such as Lee Jeans and Bushnell, DEG is tasked with not only answering these questions, but more importantly, maximizing fan engagement.
Introducing Facebook Engagement Amplification
The Facebook engagement funnel is a great way to track the path of your audience from the time they become a fan to the time they produce a business outcome. Facebook engagement amplification helps amplify the number of conversions by measuring and optimizing your Facebook page’s total reach. Think of the traditional view of a funnel, with a wide open mouth at the top and increasingly narrow edges as you move towards the bottom. This is the exact tool you would probably want to use adding fluids to a car, but what if you were funneling money into your bank account? In that case, you probably wouldn’t mind the funnel expanding in the middle to allow more to get through at the bottom.
How Facebook Engagement Amplification works
Part 1 – The Mic
Think of your activity on Facebook as a megaphone, with your content being what’s spoken into the mic. Everything starts with your Facebook posts. There is no one-size-fits-all approach for how often you should post, but it is crucial for brands to consistently initiate conversations on Facebook. Some studies suggest that posting more than once per day has adverse effects on Facebook engagement, but we have also seen several clients with a greater frequency achieve high engagement rates. The key is to always consider the quality of your content before the quantity.
If in doubt, just remember why people use megaphones in the first place: to project a message as far as possible in a concentrated direction. When creating a post, keep your audience in mind. Demographic profiles are available in enterprise-level social media measurement tools as well as Facebook Insights. Keep in mind, your perceived target and your actual audience may not align. By targeting your largest demographics, you maximize your likelihood of earning a like, comment, or share. The resulting stories will trickle down to your smaller demographics.
Part 2 – The Cone
Now that your posts have been chiseled in Facebook stone and are out of your hands, here is what we measure to determine the Facebook engagement amplification of your content:
- People Talking About This: How many unique people liked, commented on, or shared your post?
- Sum of Facebook Stories: What was the total amount of stories created from your post?
- Stories per Person: Of the people who created a story related to your post, how many did they create?
- Total Facebook Reach: How many unique Facebook users (whether fans or not) saw a story related to your post?
- Reach per Story: On average, how many unique Facebook users saw each story related to your post?
- Total Facebook Impressions: How many total times was a story related to your post seen on Facebook?
- Impressions per Person: On average, how many impressions did each unique Facebook user you reached receive?
Part 3 – What Happened?
Last but not least, don’t neglect to take a look at what actually happened as a result of your posts and accompanying engagement.
How much revenue did your brand earn on Facebook during the time period? Tools like the social reports available within Google Analytics can help you discover how much revenue was generated by visitors coming directly from Facebook as well as how many purchasers interacted with your Facebook content, but came back at a later time through a different channel to place an order.
How many consumptions did your Facebook content receive? Not every Facebook user publicly engages with content, but this does not mean they are not interested in you. Consumptions is a metric that allows you to discover unseen engagement such as enlarging a photo or clicking a link. While this group of “secretly engaged” don’t put a good word in for you in the form of a Facebook story, they are just as, if not more, valuable because they may actually be clicking through to check out your products.
How many new fans did you earn organically? If your brand is purely interested in growing an audience on Facebook, maximizing the number of new fans you gain without advertising is the best way to lower your overall cost per fan. What better way to maximize your number of new organic fans than by putting out great content that gets shared with your fans’ friends? Watch this number to determine whether or not there is a correlation between the number of people that see or engage with your content and the number of new fans you receive.
Thoughts on optimizing your own Facebook Engagement Amplification
There’s no silver bullet solution for maximizing your Facebook content’s amplification, but experiment with optimizing different pieces of the “megaphone” until you find the mix that works best for your objectives. Try putting more content into the mic by posting more frequently (keeping quality in mind, of course). Perhaps you have a segment of your audience with a large circle of friends – try targeting content to this group to increase your potential reach and impressions. Determine what day of the week and time of day your content is most likely to be shared and adjust your editorial calendar accordingly. Before long, your Facebook engagement amplification efforts will pay off with increased revenue, content consumptions, and organic likes.