Digital Media

Facebook Metrics

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NICE YELLOE BRICK ROADThe most essential Facebook Marketing Metrics are Volume, Reach, Engagement, Influence and Share. The metrics supplied by Facebook are excellent and they are free and part of the Facebook package.

Analysing your activity on Facebook is very important and the information provided by Facebook is a great way to develop a strategy and tweak a campaign in order to develop a community for your product or service. Metrics help to target your weaknesses and strengths in order to achieve a desired result.

Here are some metrics provided by the Facebook Team


What is the size and volume of the conversation about your brand or campaign? Volume indicates interest. If people are talking they are engaged. Counting likes is great but it is not enough. It is important to measure  messages about your brand and follow how these numbers change. Facebook insights has created a clever metric called “people talking about tis” this measures how many people have posted something to their walls about your brand page.

So what posts are interesting your audience? Should you engage more with your audience during this time. Information is a very powerful tool to develop a brand and take it to the next level.


Reach measures the spread of a social media conversation.  Reach helps you to understand the context for your content. How far is your content spreading and how big is the audience for your message. Reach is a measure of potential audience size.

Reach becomes very powerful when compared to other engagement metrics. Use reach as the denominator in your social media measurement equations. You can use action or engagement numbers like clicks, shares, and comments and divide them by reach to calculate an engagement percentage. Look at audience for your campaign, how many people participated?


This is one of the most important areas to measure in social media. How are people participating? What are they doing to spread your content? Facebook shares and posts are good to see who is spreading your content? Comments, replies and likes are helpful to see who is replying to your content. Think about your goals with social media. Is you goal to generate interaction (replies, comments) or spreading a message retweets and posts? Use metrics that are important to your brand right now.


Who’s talking about your brand and what kind of impact do they have?

Audience size does not relate to influence. Tools like Klout and PeerIndex assign people an influence score. Tools like these measure online social capital and the (potential) ability to influence others.

You can find your brand advocates by focusing on people whose messages are amplified by others, and not just who has the most followers.

commentShare of Voice

How does the conversation about your brand compare to conversations about your competitors? You can measure your competitors success just as easily as you can measure your own. Consistency and preparation are essential to effective social media measurement. Pick the metric that best suits your brand or campaign and start tracking now.

If you click on my facebook link you will see some of these Facebook Statistics in the flesh. I started with 0 likes and now I have over 20,000 likes.

Facebook advertising works and the designers are very clever because when you achieve your “likes” you have to re-advertise in order to reach them on a regular basis and deliver new offers or campaigns to the new audience you have acquired for your brand. Facebook is a little Pandora box of tricks that are designed to capture you the advertiser and the consumer.

Likes don’t really mean anything unless you are going to use the information that you have acquired for a purpose. The important thing about Facebook is not the number of “likes” you acquire but how you will convert those likes into added value.

feetyelloDo you want to be in the fashion with a trendy Facebook page or do you want your Facebook page to mean something. Ultimately that is a question only you can answer. Have a clear set of goals and be realistic about what you want to achieve when you travel the Facebook path. yello roadIt may or may not turn into a yellow brick road for your business.

  1. About Advertising on Facebook | Facebook


    Connect with over 1 billion people with Facebook Advertising to like your Page . Create several ads and target based on location, demographics and interests.

  2. Create an ad – Facebook

             Facebook Ads are paid messages coming from businesses and they can include social context about friends. People 

Test & Measure

Click the measuring tape to see more info on Web Metrics 

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