Facebook Metrics

I’ve spoken to tonnes of Entrepreneurs that have social media handles and the response is the same when I ask them how they advertise on Facebook. 
“Oh I just boost my posts.”
Meaning, take out a Facebook ad to boost your social media reach for one particular post. Easy!
But sometimes when not done correctly,  it’s not the smartest option.

And that brings us to the topic
Vanity Metrics.

So what is vanity metrics?
Well its data such as Facebook page followers,  likes, comments, page views, subscribers.

They look good on paper and give positive reporting but they offer NO context for future marketing decisions. 

So what am I saying?

Your post may have 100 likes and 20 comments but the vast majority of people who gave you those likes and comments on that post will never return to your page, let alone be converted in to sales. 

So what do I do?

Well instead of using vanity metrics to guide your social media strategy,  use the metrics that actually matter. 

We call this actionable metrics.

On Facebook,  you can take this data from your Facebook page insights tab.

Insights gives you an overview of each of your post’s engagement rates. This analytics tool let’s you know which of your posts have the highest engagement rate.

The engagement rate is a great metric to use to create future content.
See which posts have the highest engagement rate and plan how to replicate those posts for future content. 

So basically you will be creating possible high engagement rate content consistently based on already proven high engagement rate content you’ve made.

Just because a post got 1000 likes,  that doesn’t necessarily mean it has a high engagement rate. That’s why its better to get your engagement rate data off Facebook insights, otherwise you will be wasting money boosting your posts and feeling good about 1000 likes on your post with no ROI at the end of the day.

Remember,  the more advertisers post content  on Facebook, the more newsfeeds have to share space and the less users will see and consume from any one advertiser at all.

That’s why don’t let the likes get to your head. Get on insights and get smart about your posts.