Content Marketing Blog

Brands engage fans using Facebook metrics

Engagement is a hot button topic in marketing circles, with a number of people and the companies they work for looking to social media as a way to promote business and boost brand recognition.

And while there are a variety of examples that show how companies are using sites like Twitter to their advantage (who can forget the Ben and Jerry's Fair Tweets campaign?) it seems that others are still having trouble learning the ropes.

Attempting to solve this problem and answer questions about how to improve your social media strategy is co-author of Facebook Marketing All-In-One for Dummies and founder of FBinfluence – a marketing program for people wanting to learn more about how they can harness this media platform and the buying power of its 80 million users.

In an article posted on Mashable Porterfield gave readers a step-by-step run down on the ins and outs of marketing on Facebook.

Number one on her list of things companies should know about the popular internet network is how to use the site's various analytical tools to keep on track of user engagement in the process.

For example, the People Talking About This metric is designed to help brands with a Facebook Page assess their social clout.

It gives detailed information on the exact number of people who are 'talking about' – sharing, commenting, posting, liking, tagging – your brand in the last seven days.

But just having access to stats will not necessarily help your business – instead it is important to use this information to branch out to fans by replying to posts, asking them questions and listening to what they have to say.

Porterfield also recommends paying close attention to your Engaged Users, which appears on the Insights dashboard in order to track actual clicks.

Finally, it is probably a good idea to get to know your External Referrers or the sites that are directing traffic to your Facebook page, it may also inspire you to review the type of unique content people are looking for when they visit your site.

Posted by Aimee McBride