Techniques to Measure and Improve Your Facebook Results

Techniques to Measure and Improve Your Facebook Results

August24,2013

By Sweety Rai

There is no question that social media marketing has been hailed as an inexpensive method to engage your audience; however, as a marketer do you know the amount of revenue that you have actually generated from Facebook, or how much has been invested into the efforts?

Check out the following tactics that you can use in order to measure, justify and improve the Facebook marketing efforts you have used.

It is undisputed that Facebook is the top social media platform that is used by marketers. In fact, according to the Social Marketing Benchmark Report of 2011, up to 84 percent of marketers use the Facebook platform in one way or another. With this much emphasis put on Facebook, marketers should be sure that the network is actually worth their investments and that their efforts are working to steadily improve their results. The only way that this can be done is by measuring the results and then analyzing the data.

Tactic: Start with your concrete metrics and goals.

In order to successfully measure your Facebook results, you must take time to clearly define your goals for Facebook. If you cannot define the goals that you have then you will not be able to identify the metrics that you have. The top two objectives for social media marketing include:

• Improving the brand reputation or awareness;
• Increase the web traffic that you receive from social media.

These are goals that are related to the general idea of social media. You need to be sure that you choose goals that are directly related to Facebook and your specific audience. One example of this is to consider if you are more likely to improve your customer relationships or increase the awareness of your product on Facebook. You then need to assign a set of metrics to each goal.

Once you have established a set of concrete goals, this is when you will begin to select the metrics that will be used to track your actual progress.

Tactic: Estimate the amount that Facebook contributes to conversions.

When you have good analytics for your website, you can track the actual behavior of the visitors that arrive from your Facebook page. For example, you can learn the following:

• If a visitor arrived from Facebook;
• If they viewed any product;
• If they left the site and then returned at a later date to complete the conversion.

This would then inform you that Facebook led to this conversion. These people can be compared to those who arrive without Facebook's impact and you can then determine how effective your Facebook efforts actually are.

Tactic: Improve your marketing gradually.

By taking time to measure your Facebook results, it can help to improve the performance that you have and shift the goals when it is necessary. This is extremely important if you wish to continue to see improvement on the results that you actually generate from Facebook.

The fact is that using these tactics can help to improve your results from Facebook by a substantial amount. If you do not have clear goals for your Facebook efforts, you are not going to have anything to work toward. This will wind up with your social media marketing becoming stagnant and not moving in a positive direction. When you use and leverage social media you will see a substantial increase in, not only website visitors, but also actual conversions of people purchasing a product or service that you have to offer. When working toward a goal you will also have a purpose on social media that will make you more appealing to your visitors.