If you are the owner or an admin of a Facebook page, you are probably familiar with Facebook’s Insights. This is Facebook’s analytical offering that lets page admins see how fans are engaging.
BuzzMarketing Daily discovered that there is a blurb in the Fan Interaction Dashboard, which you can get to by clicking “learn more” from the Facebook Insights page, which talks about a couple of new metrics that are on the way (via Inside Facebook).
The new metrics are Click Through Rate and Engagement Rate for content that appears in the Facebook news feed. As described in the blurb, if a user clicks on one of your posts, it will be counted as “Stream CTR” and if a user likes or comments on a post, it will be counted under Stream ETR.
One knock against social media marketing has historically been its lack of measurable success. Metrics like this should be able to go a long way toward curing that.
With Facebook’s Insights, you can already look at interactions (numbers of comments, wall posts, and likes), Interactions Per Post (average number of comments, wall posts and likes for each piece of content), Post Quality (score measuring engagement), Discussion Posts (number of discussion topics created on your page), and Reviews (number of times fans use the Reviews app to rate you page).
Suffice it to say, there are a number of things you can look at to gauge the success you are having with your Facebook page, and depending on what areas you are lacking in, you can take the necessary steps to try and improve – just like with any other analytics program.
