Lets take a closer look at evaluating the success of your Facebook content and larger content strategy. Here are five ways to evaluate the effectiveness of your Facebook content as well as effectively benchmark and measure your results.
1. Does Your Facebook Content Have a Purpose?
Determine the purpose of the content you are publishing. Do you intend someone to “Like”, engage (comment or share) or click on a link embedded in your content. Setting this benchmark early with your content development and content calendar will help you evaluate your success on one of three basic metrics.
You see, if the purpose of your content was to encourage engagement on your post then you didn’t fail if someone asks why you didn’t increase site traffic from Facebook to your company or brand website.
2. Develop Content Categories
Once you have decided on the purpose of the content you are publishing I highly recommend breaking your content calendar up into specific categories on information. So what does that mean for a small, or large, business?
I would recommend a little research up-front to determine the most popular content on your website. You can do this by looking at the Top Content in Google Analytics. Once you have a list of your more demanded content you can begin to segment it.
For a retail client you may have content categories based on men’s apparel, women’s apparel, furniture, beauty products or home goods. You don’t want to find yourself talking about your brand all the time and just broadcasting sales messages. So here you can develop a weighted content calendar on these topics. Perhaps speaking about the different categories breaks down to the following percentages:
- 5% Brand Messaging
- 20% Men’s Apparel
- 30% Women’s Apparel
- 10% Sales
- 10% Home Goods
- 5% Beauty Products
- 10% Furniture
- 10% Events
With that in mind, you will then know how many posts will need to be drafted up each month. If you post twice a day, then you will need 18-20 posts about women’s apparel each month.
While that will help you in drafting your content calendar, you can then use the next three methods to evaluate which content gets the most engagement, clicks, “Likes” or real world conversions and sales.
Once you begin segmenting and measuring your content this way you will be able to evaluate it monthly, or quarterly, to decide what the right mix of content should be and how frequently it should be published. If men’s apparel gets very little interest and never converts to a sale, then you can probably reduce the amount of content you publish or perhaps look at diversifying your community if it is largely female.
3. Learn Facebook Insights
If you are unfamiliar with Facebook Insights you should take advantage of the help topics on Facebook to learn more about the powerful tool. While Facebook Insights isn’t quite as powerful or robust as Google Analytics, it can provide you with a wealth of important information.
Diving into content specifically, each and every post on a Facebook Page will have two data points associated with them after they have been published.
- Impressions: This will tell you how many people actually saw your content.
- Feedback: This will tell you how many people took an action associated with your content. (Defined as a percentage of total likes or comments your post received over the time is was seen)
This information is aggregated up into Facebook Insights so you can easily view your top performing content under the “Interactions” link. Below you will see the top posts sorted by their level of feedback (or engagement).
4. The Power of URL Shortening
Not all of your links will lead to your own web properties. So if that is the case, how will you determine if people engaged with your content and clicked off-site? I suppose you could give that site a call, but that would be entirely ineffective. Instead, I would suggest creating an account with a service like Bit.ly or Goo.gl to measure your click volume.
Collecting the click volume, combined with the usage of content categories, you will be able to evaluate what content is more enticing to your audience.
Bonus tip. If you are going to use a service like Bit.ly to measure your click volume don’t limit it to just off-site links. Combine it with Google Campaign Tags and a service like Bit.ly to double up on your analytics.
Super bonus tip. Create multiple accounts for your different social media channels so you can track the click volume from Facebook, Twitter or other sources.
Super user bonus tip. You can get analytic information about any Bit.ly link by simply appending a “+” sign to the end of a Bit.ly URL. Click on the following link to see an example: http://bit.ly/GACampaignTags+. So technically, you could spy on the rate of return a competitor has on their content if they use a service like Bit.ly.
5. Measure Post-Click Behavior
I have previously discussed the value of understanding post-click behavior with the use of Google Analytics so I won’t go into too many details. But being able to benchmark your Facebook, or other social traffic, to your website against your average site visitor is incredibly helpful. Did your links shared on Facebook drive more time on site? Did you find that Facebook users that came to your site and converted at a higher rate? Or, perhaps visitors from Facebook spent more money or purchased more products? Measuring post-click behavior with Google Analytics and Campaign Tags will help you identify and evaluate these sort of behaviors.
Additionally you can use this information to actively evaluate the engagement from all paid, owned or earned media channels which should help you develop further content strategies in the near future.
This guide is strictly meant as a primer to help you begin measuring effectiveness in an effort to fully evaluate your content strategies. I would recommend evaluating this information quarterly to determine the most engaging content, most effective content categories and what content is driving the most interactions or conversion on your website.
So how do you measure the value and effectiveness of your Facebook content? Please share your tips, or secrets, below.
Enjoy my posts on Measurement and Analytics? Please +K my influence on Klout.