Socialmediaexaminer.com how to-compare_your_facebook_page_with_the_competition
socialmediaexaminer.comhttp://www.socialmediaexaminer.com/how-to-compare-your-facebook-page-with-the-competition/How to Compare Your Facebook Page With the CompetitionBy Ian ClearyPublished May 16, 2013Are you wondering how your Facebook Page compares to competitors?What can you do to improve your perf ormance?Insights into how your competitors are using Facebook can help you betterunderstand your audience on Facebook and how they use Facebook.In this article, I’ll review 5 different tools that can be used to help youcompare your Facebook Page against competitors and identif y tactics tohelp you improve your Facebook marketing.#1: Compare Your Statistics WithAgoraPulse BarometerAgoraPulse provides a f ree tool called the AgoraPulse Barometer, which perf orms an analysis of yourFacebook Page and compares it against other companies’ Pages (that also used this tool) that have asimilar number of f ans.The Barometer calculates the average percentage for several criteria based on your last 50 posts.The resulting report shows the score f or your Page in black compared with the average score in red f orother Pages that ran this assessment.Inf ormation provided in
The table gives an assessment of your Page compared to other Pages with a similar fancount.Inf ormation provided inthe chart above includes:Fans Reached. This isthe average number off ans who receive yourcontent. Facebookgenerally shares yourcontent with a smallpercentage of f ans unlessyou have a very engagedcommunity. The key toincreasing this f igure ishaving a community thatcomments, likes or sharesyour posts.Engagement. This is theaverage percentage ofusers who’ve seen yourpost and then either liked,commented, shared orclicked on the post. If youfocus on increasing thisfigure, it will help yourPage signif icantly.People Talking About .This is similar toengagement, but doesn’tinclude people who clicked on the post, so it will always be lower than engagement.Negative Feedback. This is the average percentage of users who gave negative f eedback by hiding asingle post, hiding all Page posts or reporting a post as spam.Viral Reach. This is when people who are not f ans get to see the content you shared. This could bebecause the content gets shared out by your f ans to their f riends.Organic Reach. This is the average percentage of f ans and non-f ans who see your content when it’sposted.Click-Through Rate. This is the average number of people who interacted with your posts by watching avideo, clicking on a photo or listening to an audio f ile.As well as the above table, there is a drill-down provided, which compares some of your Page’s statisticsagainst the average achieved through other people who ran the Barometer report f or their Page.Monthly Organic Reach.
You can view a breakdown of each area in graphical form.Monthly Organic Reach.Percentage of people whosaw at least one post onyour Page over a month.Monthly Viral Reach.Percentage of f riends off ans who saw at least onepost as a result of theirf riends either liking,commenting or sharing.People Talking AboutThis (monthly). Your f answho liked, commented orshared at least one postover a month. Thisexcludes viral or paidreach.With AgoraPulseBarometer, you canproduce a very easy-to-understand summaryreport of your Page’sperformance, andf ocusing on how youcompare againstcompetitors helps youstrive f or improvements.#2: Score Your PageUsing LikeAlyzerI covered LikeAlyzer inmore detail in a previousarticle, but it’s still a toolthat I f ind is very populardue to its simplicity.LikeAlyzer gives you a rating out of 100 in comparison to other Pages and gives you somerecommendations on how you can improve your Page.The f ollowing shows the type of report that LikeAlyzer produces.Here are the dif f erent
LikeAlyzer provides you with a very easy to understand assessment of your Page.Here are the dif f erentareas it reviews:Page Information. It willcheck that you have f illedout inf ormation on thePage with suf f icientdetails such as thewebsite name and somemilestones.Posts by Page. It will gothrough an analysis of theposts on your Page andsuggest improvementsbased on the f ollowing:Posts per Day. Youneed to postregularly every dayon Facebook. One ofthe main reasons isthat most peopledon’t see your postsand some posts maynot resonate withyour audience, so youneed to postf requently.Posts per Type. It’simportant to includea variety of posttypes on your Page.Pictures get a lot ofengagement, but text-only updates recentlystarted doing well onFacebook. The key ishaving a variety ofposts.Average Length ofPosts. Shorter poststypically do betterthan longer posts, soa post with a shortertext update is better.Curiosity. Questions get more interaction and the more interaction on the Page, the better it willperf orm.Encourage to Like. If you encourage people to like a status update, they are more likely to click like.For example, saying “Click like if …” f ollowed by a statement works well. You don’t encourage clickinglike with every status update, but you should consider using this occasionally.Posts by Others. This assesses how responses f rom f ans are dealt with.
Enter the name of the Page you want to analyze.Everyone can post to your timeline. Interaction on your Page is good, so it’s better if you allowpeople to post on your timeline.Posts by fans. Are f ans posting enough on the timeline? You want f ans to put up their own posts.Response time. This is how quickly you respond to interaction f rom f ans on a Page. Fans expectyou to interact quickly!You can see at a glance what you’re doing well, but more importantly it draws your attention to the areasyou need to f ocus on.As well as running a report f or your Page, you can also run the report for a competitor’s Page andthen do a comparison. If your competitor gets a higher score, you can see what areas they are scoringbetter in and get some ideas for making improvements.#3: Find Out Who Wins With Fanpage KarmaFanpage Karma is a paid tool that provides a f ree version that allows you to do a fairly detailed analysisof your Facebook Page and a comparison with your competitors.Start by entering your Facebook Page name or the Page name of your competitor and click on the button toget f ree insights.When you run the report,you see an initial table f orKey Perf ormanceIndicators (KPIs). Thisgives an initialassessment of the Pagebased on certain metricsand provides an overallPage perf ormance score.The criteria the Page isassessed on include:Fans. Total number off ans of the Page.Growth. Growth of f ansover the previous month.Talking About . Fans on
Overall summary of the Page’s key performance indicators.This shows you the average length of posts and the post types. You can also click on thecircles and see what the post was related to.Talking About . Fans onFacebook who areinteracting with Pageupdates.Ad Value. The cost toreach these f ans in amonth if you were usingpaid advertising. (This iscalculated based on theindustry average cost(CPM) f or onlineadvertising.)Posts per Day. Averagenumber of posts per day.Response Rate. Howmany Page posts made byf ans get a response f rom you.Response Time. How quickly you respond to f ans.Post Interaction. The average number of comments, likes and shares compared to the number of f ans ofyour Page.Karma Level. A weighted engagement f actor where shares are valued more than likes. (This is not relatedto number of f ans.)Page Performance. This is calculated using a combination of the growth of f ans and engagement and isscored out of 100.A more detailed analysis of the Page is also provided that contains many interesting graphs.Here’s an example of one of the graphs from each section.Content. Overall details related to the content including a posting history, details of the strongest andweakest posts, details of interaction on all posts over that period, most f requently used words and linksand a graph of the average length of posts.Times and Types. Thisshows what, when andhow of ten posts wereadded to the Page, thebest engagement by timeof day and details ofposts by post type.Influencers. Who are themost active f ans, wheredo they come f rom andwhich other Pages arethey most active on? Thisis very usef ul to seewhich of yourcompetitors’ fans youshould target!
Find out when is the best time to post.A breakdown of fans by country.Fan Posts. Indicates themost popular f an postson the Page; that is, theones that got the mostreactions. It also indicatesthe percentage of f anposts that the Pageresponded to, as well ashow quickly the Pagereacted to those posts.Ad Value. The cost ofreaching the same numberof f ans if you used paidadvertising. This iscalculated using theindustry average cost perthousand impressions(CPM) f or onlinemarketing. If you upgradeto the premium version,you can get a moreaccurate analysis of youractual spend onadvertising compared tothe visibility you aregetting organically.History andBenchmarking. Providesdetails on the historicalperf ormance of the Page,so you can see how it hasperf ormed over a certainperiod of time. You canalso compare the Page’sperformance againstother Pages in the samecategory and Pages of asimilar size.You can also run a side-by-side comparison withanother Facebook Page.Just select the option tocompare two f an Pages.Once you enter the twoPages you want tocompare, Fanpage Karmawill display a detailed side-by-side analysis.
Percentage of posts from fans that the Page commented on.Shows the equivalent value of these posts if you had to pay for them using online advertising.by-side analysis.The initial chart displayedis an overview of theperf ormance f or each ofthe Pages. From this youcan pick out veryinterestingcomparisons.For example, in thiscomparison, one Page hasa 6.4% engagement ratecompared to 0.3% on theother Page. This meanssignif icant perf ormanceimprovements are requiredf or the Page with the 0.3%engagement.The more detailedcomparisons that f ollowshow graphs on areassuch as the breakdown ofpost types.What’s interesting is thatthe Page with a muchhigher engagement issharing signif icantly morepictures than the Pagewith a very lowengagement rate. This isenf orced f urther by theengagement matrix, whereyou can see that this Pagehas the most engagementon pictures, so it is clearlycapitalizing on that.The Posts per Day graphshows the distribution ofposts each day, so youcan see which days are
Details of how many people are interacting with the content.Select the option to compare two fan Pages and enter their Page names.View an overall summary of performance of both Pages side by side.can see which days arethe most active for eachPage, while the postingf requency gauge showshow of ten there are poststo the Page.Here you can see a drasticdif f erence in thef requency between thesePages. While one Pagemay not be postingenough, the other Pagemay be posting too much.In addition to the side-by-side comparison with onecompetitor, you can alsodo some benchmarkingagainst a range ofPages. You simply addmultiple Pages to yourdashboard as shown here.The top section showsyou a direct comparisonon each Page’s KPIs, butif you scroll down you cando some f urthercomparisons.For example, Perf ormanceBenchmarking is whereyou can compare howyour Page is developingand growing comparedto the competition overa period of time.For each report, you canchoose what inf ormationis displayed, and you caneven download thereport to Excel f or use inyour management reportsor presentations.#4: Are You aConversationalist?CScore is a f ree analyticstool that does an analysis
View an analysis of the type of posts each Page is using.tool that does an analysisof your Facebook Pageand then categorizes andscores it based on thebehavior of your Page.To run the report, justenter your Facebook Pagename or your competitor.CScore looks to determinethe success of a Page asopposed to its popularity,and f ocuses on 4 things:Broadcasting. Howf requently the Pageinitiates conversations;f or example, postingupdates, pictures, videosor simply asking aquestion.Response to Fans. Howmany posts the Pageresponds to. This includesresponses to commentsthat someone made on apost or it can be aresponse to a f an’s post.Participating inconversations is seen asadding value to the Page.Virality. How viral thePage’s content is, in termsof both the quantity ofresponses and the qualityof the responses.Fan Love. How popularthe Page is with Facebookusers (i.e., f an count andactive f an ratio). While thef an count is taken intoaccount, it doesn’t get ashigh a weighting as theother areas whendetermining the overallscore.Here’s a sample reportthat was run on Kim
View competitor comparison within a dashboard.View comparison of key statistics between Pages.Garst’s Page. Kim alwayshas a lot of engagementon her Facebook Pageand posts very regularly.You can see f rom thechart that 53 out of thelast 100 posts containedimages.Kim strongly encouragesinteraction on the Pageand because of this, sheis listed as aConversationalist. In f act,based on the last 100posts on her Page, sheparticipated in 46% of theposts. With a high scoreof 85 out of 100, it is clearthat Kim’s Page is doingwell.However, to know howwell you are really doing, itis always good tocompare yourperformance againstyour competitors. Youcan run the report onany number of Pages.In addition, CScore alsolets you look at the topscores for otherbusinesses listed in thesame Facebookcategory as you, so youcan see how your Pagecompares against thebest in your area. Justclick on the Leaders tab tothe right of thescoreboard.
Export reports to Excel where further filtering is made available.Just enter the Page name to do an analysis.scoreboard.In the chart below, Kim’sPage just happened to beconsidered one of the topPages in the “BusinessPerson” category. Ofcourse the comparison isonly done against otherPages that also analyzedtheir Page using CScore.Pick people on the list whohave a higher or lowerscore or are categorizeddif f erently. Look at theirreports more closely andsee why that is.At the moment, thedif f erent designationswithin CScore include:Viral Wonder. Fans andf riends of f ans tend toshare or comment on thecontent a lot.Broadcaster. Shares a lotof posts with f ans on adaily basis.
A comparison of other people within the Business Person category.Conversationalist. Listens and responds to f ans and tries to strike up conversations.Fan Favorite. A very popular Page that is growing rapidly and has a high percentage of active f ans.Starter. This is the lowest grade and is generally given to a new Page with very f ew f ans and updates.If your score is low and you want to improve it, you can connect CScore to your Facebook Page to getsome recommendations for content.When you connect, you
Log in via Facebook to get suggestions for content to improve engagement.Browse recommended content and choose to post immediately or add to the queue for later.When you connect, youare brought toRecommend.ly, which is atool that recommends andposts content to yourPage or prof ile.Once you f ind somethingrelevant to your Page, youcan then select one of theupdates, change text ifrequired and post it toyour Page immediately.This can also be added toa smart queue whereRecommend.ly will pick themost appropriate time topost the update.While I really like the ideaof this tool, I did f ind itdif f icult to get goodrelevant contentrecommendations f or mybusiness Page.#5: Compare YourFacebook PagesUsing SimplyMeasuredSimply Measured is apowerf ul reporting toolthat provides a wide rangeof analytic reports f orFacebook, Twitter andother social networks.Instead of of f ering asignup f or a f ree 14-daytrial, Simply Measured letsyou get a taste of what they can provide by giving you access to a set of f ree reports.One of these is a competitive analysis report, which enables you to compare your Facebook Pageagainst up to 9 other Pages to assess how well you are doing.Select Free Tools f rom the menu at the top and choose the option for a Free Facebook CompetitiveAnalysis Report.For this report, you can
Select from a wide range of free reports to get started and see what Simply Measured canprovide.Enter the names of all the Pages you want to run the report on.For this report, you canenter up to 10 Pagesthat you want tocompare, including yourown Page. Af ter enteringall the Pages you want torun the report f or, clickContinue. While SimplyMeasured provides thereport f or f ree, they doask you to like theirFacebook Page tocontinue.Depending on the numberof Pages you arecomparing, it can take awhile f or the report togenerate. Theref ore, youare asked to enter youremail details so you canbe notif ied once thereport is f inished.Once the comparison iscomplete, SimplyMeasured provides youwith a very visuallyappealing and usef ul setof graphs f or you andyour competitors.Here is a breakdown ofeach subsection in thereport.CompetitiveLeaderboard. A side-by-
Leaderboard. A side-by-side comparison of thekey statistics f or all thePages.Overview. An overview ofthe perf ormance of thePage, including detailssuch as a comparison off ans, f an engagement andpeople talking about thePage.Engagement on AdminPosts. Details on howmuch engagement postswere getting f rom f ans.Are f ans liking,commenting or sharingyour posts?Community HealthDetails. Details on howresponsive each Pageowner was to f ancomments. Ideally youwant to be veryresponsive to f ancomments as thisencourages morecomments.Content Details. A list ofthe top posts f rom eachPage with details of eachpost.You can also export anyreports produced to anExcel file or aPowerPointpresentation.When you export to Excel,there are some f ilters youcan use on the data. Forexample, you can adjustthe statistics so thatthey reflect a monthly,weekly, daily or hourlyview. Also on the Contentsection, you can filter byengagement, likes,comments or shares andadjust the sort order.
Competitive Analysis Report for up to 10 Facebook Pages.Change the sort order of the posts.SummaryThere are various ways toimprove perf ormance ofyour Facebook Page andone of them is to trackagainst your Facebookcompetitors.These are just a selectionof tools to give you ideason what you should betracking. They can helpyou to better understandwhat your competitors aredoing on Facebook andhow this is working f orthem.You can then use thisinformation to reviewyour own FacebookPage marketing andidentify the changesyou need to make toimprove your Facebookmarketing results.What do you think? Howdo you track yourcompetitors onFacebook? Are any ofthe tools above usefulto you? Leave yourquestions and commentsin the box below.Tags: ago rapulse baro met er,benchmark, csco re, f acebo o k,f acebo o k engagement , f acebo o kmarket ing, f acebo o k page,f acebo o k page perf o rmance,f acebo o k t o o l, f anpage karma, iancleary, likealyz er, recco mend.ly,simply measured