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How to measure Facebook engagement while gaining fans and likes



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There was a lot of anticipation building up to this week’s #smmeasure chat on Facebook measurement and your collective minds did not disappoint in providing tips and advice.  I want to thank everyone who participated and helped spread the word.  A big thanks to Sysomos’ Community Manager Sheldon Levine @sysomos for co-hosting the chat.

#smmeasure chat #4 recap

Last week, we discussed the value of a Twitter retweet (RT) and how to measure its value.  This week, we focus on Facebook measurement.  Below is just a small taste of the great conversation we had.  There were so many golden nuggets to take away from the chat that this recap will not do it justice.  I recommend that you take a look at the full transcript.

Q1: How do you get fans to like your FB page and to build a quality community?

  • @Dan_L:  “provide quality content and be present/responsive”
  • @swonderlin:  “Present info that they like/enjoy..that way they will pass along! Ask questions!”
  • @jkhalif:  “Provide relevant info about your product and services, prevent spamming, replies to comments and suggestions, etc”
  • @sabrina_scott:  “The growth needs to be organic, and you have to present useful information in a fun atmosphere to keep people coming back”
  • @MichaelNus:  “real trick is getting folks to come to your FB page. If they like it from whatever outside source, they will already be qualified”
  • @tvo:  “We ask our Facebook friends questions about themselves and what they think about topics that are related to our programs”
  • @AnthonyZanfini:  “You have to offer content of value. But it varies whether your target wants value as convos, videos, apps, promos etc.”
  • @ellerich:  “Keep contest fresh on your FB page – too many start to get ppl to join and then never post anything after that”
  • @goonerink:  “Let people come to you. Turning people off your product, much easier than you think.”
  • @PJASchultz:  “What does fb have that othr sites dont? Pics & threaded convo Exploit it 2 make fb useful & relevant.”

Q2:  In addition to FB Insights, what additional metrics do you use to measure FB success/engagement?

  • @swonderlin:  “Biggest sign of success of FB page is your fans suggesting to friends! They bring the fans in!”
  • @ellerich:  “Definitely when asking a question to fans, number of responses/comments is key-nice to see a list of feedback to show up”
  • @AlexConde:  “I think total fans can be too easily driven by a promotion or contest. I prefer SOME engagement (likes or comments)”
  • @Maverick_PR:  “Asking questions on FB can also give additional qualitative results brands can use in planning/research”
  • @amfunderburk1:  “Likes and comments mean more to me. While it’s great to have many fans, I want people to actually interact!”

Q3:  How do you measure influence on FB (courtesy of @erkramer)?

  • @40deuce:  “I’d say that your most active fans will hopefully be seen as influencers as well helping to bring people to your page (sometimes)”
  • @krusk:  “measure influence of page, not fans. Ask them to act on something (i.e coupon code) see how many actually do”
  • @krusk:  “everyone is influential to their friends (usual FB audiences) so you really can’t compare the same way to Twitter.”
  • @marketwire:  “This goes to show that trying to measure influence is useless. Instead focus on what you can actually measure and understand.”

Food for Thought

  • @PJASchultz:  “Both. Ap’tly. RT @tvo: Is sm marketing or com’ity building? RT @PJASchultz: Marketers have to do whatever appeals to their audience”

Check back here every week for #smmeasure chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly discussion topics.  If you have any questions or specific topics that you would like us to discuss in the future, please tweet @smmeasure or @marketwire.  Keep track of all of the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement.  I will be off next week as I relocate from Chicago to Los Angeles, but don’t let those tears start streaming down your cheeks yet!  Next week, Garry Przyklenk will be co-hosting under @marketwire along with Sheldon @sysomos, 9:00 am PST, 11:00 am CST, 12:00 pm EST.

Until next time,
Nick


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2 Comments on How to measure Facebook engagement while gaining fans and likes

The Social Network: It said : Guest Report 6 years ago

[...] Facebook — Include your company name, logo, brief description, contact information, videos, an RSS feed and press releases. Regularly link to landing pages on your website that provide tips and tricks on how to use your products/services to keep your visitors engaged. Allow fans to post comments on your wall to get feedback (you never know when you’ll get a great testimonial) or to quickly address problematic issues. For advanced users, running campaigns and loyalty discounts may attract more eyeballs Suggested reading for beginners:

Nathan Anibaba said : Guest Report 6 years ago

Thank you for sharing guys, too many people use FB as a broadcaxst medium. they wont get the results they are looking for that way.

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