There’s a wealth of social media data available at one’s fingertips, but tapping into only the right data can be real time saver, says Joe Ciarallo, VP of communications for Buddy Media. “It’s important to figure out what it all means without looking at every piece of data in a spreadsheet,” says Ciarallo. Here are Buddy Media’s top five Facebook metrics:
Metric #1: Tab Views: The tab view metrics let you know how many people are seeing your custom content. If your daily tab views are significantly lower than your daily fan increases, you’ve got users going to the wrong place.
Metric #2: Engagements: Engagements can be a “click to play” video or a poll vote—they are the equivalent to “Add to Cart” on a typical Web site.
Metric #3: Clicks: There should be several opportunities for users to click through to your Web site for more information, purchase or to register for something. These outbound links should be tagged with tracking codes from your analytics platform.
Metric #4: Submits: Submits are the social equivalent of conver- sions. If you can get users and fans to share content with their friends via News Feed postings, then you have achieved success.
- Metric #5: News Feed Impressions: If you track and analyze the success metrics from your News Feed messaging, you’ll be able to see how many times a day your content is hitting the feed, and the percentage of users who are actually interacting with that content. Anything over 5% feedback is good.
PR News subscribers can read about about how the American Heart Association used Facebook and tracked data as part of its 2010 Ideal Health campaign in the case study: "Tips-Based Personal Engagement Breathes Life Into American Heart Association’s Ideal Health Campaign."
For more on measurement strategies and other information, trends and best practices about Facebook, register for PR News’ Facebook Conference in Washington, D.C., on Dec. 1.