If you’re a nightclub or lounge using Facebook to market your venue or event, you’ve probably invested a lot of time and effort, and maybe even a good amount of capital, into that. And, if you are like me.. you want to see a return.
Really, the only way to do gauge the success of your Facebook marketing efforts is by analyzing metrics. This is where the fun begins. There are so many metrics that you can look at, but only a few that actually matter.
Let’s look at which Facebook metrics matter and how to track them.
The Metrics System !
The first metric that most Facebook users look at is the number of fans they have.. At first glance, a large number of fans means more reach. That might be true, but that metric can also be very misleading. Any number of those fans may simply be passive followers, or wallflowers. A more useful metric is …
Engagement. Why? It’s not just a number. It’s the number of people who are actually interacting with you and your brand on Facebook. It sounds simple, but really it’s not. Engagement on Facebook includes the number of Likes that you have, the number of comments that you have received, how many people subscribed to your newsfeed, and more. Many promoters who use Facebook for marketing also monitor the number of unlikes they receive and the number of people who unsubscribe from their feeds, this is useful info as well.. as maybe you are spamming your population to much.
Page views are a basic, but still important, metric to monitor. Basically, this tells you how many people have visited your Facebook page. Your goal is, to have that number increase week by week. By monitoring the number of page views you can determine whether or not the content on your page is attracting visitors and, if not, then you can respond accordingly.
One of the more useful features on Facebook pages is the ability to create your own custom tabs. You can choose on which tab your fans and non fans land when they access your Facebook page. Have you tried creating tabs for big special events like New Years or Halloween? Each tab can contain content tailored to each group/campaign. By tracking your tab views, you can find out how many visitors see the custom content. By analyzing the tab views, you can further focus your custom content to each set of visitors and see if it is working for you.
You should also track your event and how that event is getting consumed by your visitors. At the highest level, look at how much content you have on your event Facebook pages. Then look at the the number of impressions each piece of content receives — either on your Facebook page or in your newsfeed. That can help you better circle in on what content for events to feature.
How to Track your Facebook Metrics
The easiest and most effective way to track metrics right now is to use the Facebook Insights dashboard. If you’re not familiar with Facebook Insights, you should learn more about it on the FAQ’s page of Facebook. Facebook Insights provides anyone with a Facebook Page with the ability to analyze trends , user growth, and how there demographics are working for or against you. With a tool like this.. all night clubs and lounges can really figure when and why their campaigns are working.
Using Facebook Insights, you can graphically track the total number of Likes your receive, visitor engagement with your content, the number of tab and page views, the number of impressions on specific content, external referrers, and more. And if you use Hootsuite, like we do, you can pull data into your dashboard from Facebook Insights thus cutting down time by at least a third.
If you don’t want to use Facebook Insights, you can add Google Analytics to a Facebook page. Or you can use a third-party service like KISSmetrics. But honestly I would start with Insights first to help you get a grasp of the bigger picture.
My Final Thoughts on Tracking Metrics
Tracking the right metrics can give you real genuine insight into the reach of your marketing efforts on Facebook. Heck, it can even help you produce better event page tabs on Facebook. But you shouldn’t just focus on just one metric. You’ll get a much more comprehensive and useful view if you look at several key metrics. By doing that, you can better focus your marketing and efforts and get a better return on your investment. By setting up a presence on Facebook and truly owning and understanding it.