Social media and inbound marketing are increasingly important assets for businesses to get found by and engage with potential buyers on the web. Think about the way you find information about products and services – are you watching TV ads? Or are you going to a search engine or a friend? People have gotten better and better at ignoring marketing messages with DVRs, caller ID, and spam filters, and instead go to Google and social networks for answers to their questions. The key for you and your business is: will your brand be there to answer them. Facebook is not just a community for non-profits, clubs or groups or irrelevant for marketers – even for you B2B folks.
Facebook is a tool for connecting people and marketers have an opportunity to use the platform to expand their online footprint and engage with customers directly. Of course measurement is key to the use of any social media tool and below is a brief list of metrics that can help you assess the performance of your Facebook assets for business.
Here are a few of the metrics to consider:
1) Reach: Total number of fans, group members, and/or friends.
2) Engagement: Level of engagement and number of conversations with potential and current customers and fans. Facebook’s built-in analytics, Insights, lets you track valuable metrics such as page views, wall posts, discussion threads, and photo views. Check out the Insights for your page by visiting your page and clicking on “View Insights” in the left-hand navigation.
3) Facebook Grade: The overall marketing effectiveness of your profile or page. Visit http://Facebook.Grader.com to grade your profile or page for free.
4) Impact on Sales Funnel: The number of visitors from Facebook to your website that convert into leads and customers. Use a marketing analytics program to track the impact on your sales funnel.
Tracking these metrics over time can help you measure the ROI of using Facebook and be smarter about how to use Facebook as an ongoing part of your inbound marketing strategy.