*This post is for educational purposes
Company ABC is a company in the health industry located in the Central Florida Area. I just received the analytics of their Facebook page and email campaign for the period April 28, 2013- May 25, 2013. Here are my comments and insights about these analytics:
With Facebook Insights, I can see the overall performance of the company’s Facebook page. When I look at Facebook Insights, I first take a look at the overview tab, which gives me a snapshot of the most important areas of the page: likes, engagement, and reach. By taking a look at these three areas, I can determine if my fan size has grown, if my posts reached them and, most importantly, if my content is creating conversations, as well as social mentions.
These are the key questions I ask when evaluating Facebook Insights for any particular period. I have included some key insights and recommendations to each of the areas:
1. How was post engagement?
- This basically means if people clicked on a post, liked it, shared it, or commented about it. This, in my opinion, is a key aspect of social media management. It’s important to reach people, but when we look at the engagement levels can determine whether or not people are reacting to that message; whether or not the message had an impact big enough to talk about it with others. This conversation is what turns into social mentions and represents a potential for a company to establish relationships with their customers.
- During a 7-day period, company ABC shows a 51% decrease in the “People are Talking About This” area. This means that the increased amount in reach did not generate enough conversation, meaning maybe the content of the posts wasn’t attractive to the audience. Maybe this can be attributed to the fact that the week before they posted sponsored ads, which generated more engagement? Different types of posts cause different reactions. Out of the 8 posts on the report, only 2 of them were link shares. The other 6 were status updates. ABC can consider posting photos with questions so that people participate. For example, post a photo of a vegetable and ask people how they use that item to cook at home. Another example to increase awareness would be to have people vote on ABC’s Facebook page on a charity that they think deserves a particular donation. Or maybe have people submit ideas about an ABC event at a local hospital. This can also be promoted on the newsletter, in order to direct people to the Facebook page.
- The most viral post was also the one with the least reach. I want to make clear that reaching more people does not necessarily imply more engagement and more conversation. This post was also about National Cancer Survivors Day, which is a topic that many people care about or can identify with. Increasing the number of posts about this topic might be a good way to increase engagement. ABC can do something similar with National Diabetes Month, in which each day they post something related to diabetes, including videos from ABC’s YouTube page from celebrities who have diabetes.
2. Did the amount of likes and reach increased?
- While the amount of likes is no guarantee of excellent performance and more engagement, an increase in the number of likes represents a bigger audience, especially after the changes that Facebook made this year, which brought organic reach down to 1-2%. What this means is that only that percentage of your fans will see the messages posted on your page.An increase in the number of likes should not be overlooked because “likes” represent your audience. According to Facebook Likes: How Important Are They to Your Business?, “by clicking Like, users are saying they are happy to see a business’s page content in their News Feed, potentially leading to more engagement.”During the period we are evaluating, organic reach was at 12%. In a period of 7 days, ABC had an increase in the number of likes by .69%. Also, reach increased by almost 40%. What this means is that their audience grew and that the posts reached more page fans. Is this good? It depends….
3. Who is my audience?
- Do demographics reflect my company’s target audience? It is important to know that while having more people in your page sounds fun, one of the most important criteria to consider is if you’re building an audience on social media that is in line with your company objectives and strategy. ABC is located in Central Florida. This is why we see that the highest amount of people liking their Facebook page living in Florida and speaking English, as well as Spanish. Because ABC is a company in the health industry and women seem to be more concerned with health, it makes sense to see that the majority of the audience in the Facebook page is women between ages 25-34. What does this mean? It means that messages should be tailored to reach this audience. For example, maybe a good idea would be to post about breast cancer screening tests. The most important thing here is for ABC to keep in mind who they are speaking to. Likewise, there could also be a section on the newsletter devoted to breast cancer with a link to the Facebook page for more information.
4. Paid or organic?
- I also look at the strategy I need to use in order to increase reach. Because of the changes I discussed earlier, it is obvious that Facebook wants companies to invest in sponsored stories and other types of ads. After all, they need to make money…plus creating a Facebook page is free. Taking a look at the reach and frequency section in the analytics for ABC, we see that ABC had steady levels of viral reach during the period we are analyzing. What this represents is those who accessed a Page post through a story from their Facebook friends. This is the conversation ABC wants to create. This can be achieved through the use of creative, well-structured posts that include photos or videos. Since now organic reach is less, ABC should also contemplate investing in different types of ads, such as, page post ads (to increase engagement), page likes and event ads. This will help increase likes, as well as reach and engagement. Like I mentioned above, the content of the posts should be attractive enough for people to spread the word!
5. How do page visits look like?
- It is essential to know how many people are visiting the page, as well as how many accounts are accessing the page. Facebook Insights provides information about this. It also includes information about external referrers, who also bring traffic to the page, like Google. Finally, one can see the total tab views. For example, how many views of the timeline, photos, photo albums, and profile photos. This information is very useful in order for companies like ABC to revise editorial calendar according to where traffic is. ABC’s timeline has the most amount of views (441), followed by its profile (71). This means that, if the highest amount of traffic is there, this is where ABC should post the most.
- Having an idea about where your page traffic is provides for revising the posting and content strategy. Also, in order to increase page visits, ABC can run a cross promotion on their Twitter page in which users have to post a photo of a particular health topic (their favorite veggie) on ABC’s Facebook page. Another idea is to use the bi-weekly newsletter to drive traffic to the Facebook page, in which they can access an educational video about why people should drink water, for example. Or drive traffic from YouTube to Facebook by including on the videos a “visit our Facebook page” caption at the end so people can find weekly “how to stay healthy” key points.
With email campaigns, what I look for when I receive analytics is the delivery rate, open rate, click rate, and conversion rate. The delivery rate can warn me if there is any email address I need to double check. The open rate is important because it gives marketers an idea about whether or not the audience cares about a message enough to open it. According to the 2012 Silverpop Email Marketing Metrics Benchmark Study, open rates in the United States averaged 19.9%. In the health industry, the average is 30%. Based on this, the open rate of ABC’ email message of 25.4% is close to that average. Still, there is an opportunity to revise the subject line, test other options in the future in order to make that message more appealing and increase that open rate.
Clicks help marketers determine if the content of the campaign motivates readers enough that they want to click on a link to learn more or to achieve conversion. The mean click-thru-rate for the healthcare industry is 4.4%. ABC’s click rate for this campaign is 10.9%, fairly high. One way to increase this rate is to personalize the emails, rather than addressing them to a general audience. Also, each email campaign should be about one particular topic. Since it’s bi-weekly, maybe the newsletter can focus on one theme and have different articles and links about one particular topic. One or two of them can direct people to the Facebook, Twitter, Pinterest, or YouTube pages.
Finally, since I was not able to see the content of the email message, I cannot tell if there is a specific call to action. Conversion rate is 0%, which is not positive. Content must be evaluated to see if the message invited readers to perform some kind of action, including subscribe, download or buy anything. If so, then the message must be clear and attractive in future campaigns. “Learn more” and “sign up” here are some call to actions that ABC can use in the future. People can sign up for an event or for a class, for example. Facebook may help boost email campaign results. There is a Constant Contact app that can be included on the company page so people can join the email list.