Facebook Analytics – There’s a whole lot more than ‘Likes’ to report on!

There aren’t that many marketing campaigns these days that don’t include social media and Facebook in particular. When companies like VicRoads has a Twitter account to keep us up to date on road rules, you know that it has gone mainstream!

Understandably CEOs are asking their staff “What reports/results are we getting from Facebook?” Sadly the average Facebook marketing to do list looks like this:

Action

Status

Set up a Facebook page for our company

Y

Entice our customers to ‘Like’ us on Facebook

Y

Entice new customer to ‘Like’ us on Facebook

Y

Include Facebook in all marketing campaigns

Y

Facebook results/reporting

?

From talking to our clients and marketers we have found in terms of Facebook, companies report on the number of ‘Likes’. ‘Likes’ are great but are meaningless if you know anything about the people who ‘liked’ you and/or if they don’t back to your Facebook page!

So what should you be reporting on? Facebook recently started providing analytics to the corporate user. The reports are useful but are still ‘light on’ and aren’t giving you the full picture. So what do you need to do?

You need to use a Facebook analytics software program to capture the information and generate reports. It is a must have item in any marketer’s tool kit. It is as necessary as your email marketing reporting program.

The table below outlines the types of information you can report on per Facebook campaign (for this exercise I have shamelessly used our Facebook reporting software!!!):

Facebook Analytics

 MoCo Facebook Reports

Facebook page ‘Likes’ (age, sex, location)

 Y Y

‘Likes’ per campaign (age, sex, location)

 N Y

Number of times a campaign was shared by a user through their wall

 Y Y

Number of clicks on a shared Facebook post

 N Y

Number of click throughs from a share email

 N Y

Number of Facebook vouchers redeemed and to the specific user

 N Y

Number of new emails collected per campaign

 N Y

Number of Facebook campaigns a specific user has interacted with

 N

Y

As you can see there is a lot meaningful information a marketer should be reporting. The ability to track when a specific Facebook redeem a voucher is not only extremely powerful but ensures a voucher is used only once (would have saved Target a fortune! http://t.co/p6bGy0iP).

So now you know what results you can track in Facebook, we hope ‘Likes’ is just one of many things listed in your report to the CEO.

For more information on Facebook analytics please contact Carolyn Harrington on +61 3 9415 2502 or via email Carolyn.Harrington@mocomedia.net.