Jenn Deering Davis discusses key metrics for measuring success on Facebook. She outlines page-level metrics like reach and fans that indicate audience size. For posts, reach, engagement types (likes, shares, clicks), and rates are important. Video and photo posts tend to perform best with higher reach and engagement than other types. Analysis of 26 brand pages found that while paid posts reach more users, organic posts see higher engagement rates. To succeed, brands should experiment with different content and paid/organic mixes while continually measuring performance.

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Jenn Deering Davis, PhD
Editor-in-Chief, Union Metrics
jenn@unionmetrics.com
The Facebook Metrics that Matter
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Facebook has more than 1.01 billion daily active users.
Of those, nearly 900 billion are active daily on mobile.

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Facebook now generates more than 8 billion video
views per day. That’s up from 4 billion in April.
There are 500,000 likes every minute.

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So how can you get your content in front of the right
audience in this massive community? How will you know
what’s working and what isn’t? Let’s talk numbers.

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What metrics really matter on
Facebook?

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Page-level metrics
Page reach reflects the maximum audience size for your owned content.
Fans shows how many people have opted in to follow your content.

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Post reach
Learn what your content’s normal post reach looks like.
Pay attention to your higher-performing posts.
Learn from your lower-performing posts.

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Post engagement types
Likes are nice, but don’t do much to amplify or deepen engagement.
Shares amplify your posts to a wider audience beyond your own fans.
Clickthroughs move your audience from your Facebook page to your
website or blog.

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Post engagement
Direct engagement comes from your page’s fans.
Knowing how much amplified engagement your content gets helps
you measure spread and uncover inflection points.
Some negative engagement is normal, but should represent
<0.05% of your fans or something might be wrong.

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What works for other brands?

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Facebook brand page analysis
We studied 26 brands on Facebook over four months.
They generated nearly 5500 posts over that time.
Of those, there were 5192 organic posts and 284 paid posts.

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Post types
Video posts get higher reach than any other post type.
Photo posts receive more engagement than any other post type.
Overall, photos and videos generate more activity than all other types.
Photos are the most common post type, comprising 43% of all posts.
Links are second most common, comprising 35% of all posts.

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Organic vs. paid content
In this dataset, about 5% of posts were boosted.
The average organic post reaches about 5% of page fans (and the
median post reaches just over 1%).
The average paid post reaches an audience 2.66x larger than the
number of fans (median is 86% of a page's fans).
Paid posts reach 18x more people than organic posts on average, but
they have lower engagement rates.
The average organic post sees a 14% engagement rate, compared to
the average paid post that sees .69%.

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To be successful on Facebook, be prepared to adapt to
frequent changes, mix up your organic and paid content,
experiment with different kinds of content, measure
your efforts, and continue to improve your strategy.

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unionmetrics.com
jenn@unionmetrics.com
@jdeeringdavis
Thank you!
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Join us @SMX WEST
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March 1-3, 2016

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THANK YOU!
JOIN US @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016