Time To Check Your Facebook Vitals: Youโre Flatlining!
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Social media is essentially a living platform made up of billions of thoughts and actions. While you canโt measure the blood pressure of Facebook , you can check a few things to get an idea of how โhealthyโ your page is doing. You can also identify quickly whether or not youโre on the right track with your social media efforts or if youโre going to need some help.
Our team performs a more in-depth weekly vitals check for all of our clients across all channels weโre active on, but for today weโll focus on Facebook. Iโll also provide a simplified scoring system so you can determine whether youโre โRocking itโ โTreading Waterโ or โIn Need of Helpโ. Letโs get started, shall we?
Facebook recently rolled out their new insights to all pages and thereโs a lot of really helpful and actionable date in there that many people still arenโt utilizing.
Checking Your Facebook Vitals
Step 1: Engagement Rate At A Glance
Take a look under your cover photo and youโll see the total number of page likes as well as the number of people โTalking About Thisโ. You can get a rough estimate by dividing the number of โPeople Talking About Thisโ by the total number of page likes.
Hereโs How To Score It:
- Engagement Rate < 10% ย โ 0 points
- 10% < Engagement Rate < 20% โ 1 point
- 20% < Engagement Rate โย 2 points
Step 2: Page Likes, Post Reach, Engagement
Scroll up to your admin panel and click on โView Insightsโ. It should take you to the overview of the page that gives you a breakdown on the three things we want to see at a glance. These numbers might have a different value to your business pending on your goals and your strategy, so weโll give room for extra points here.
Hereโs How To Score Page Likes:
- Page Likes From Last Week < 5% โ 0 points
- 5% < Page Likes From Last Week <10% โ 1 point
- 10% < Page Likes From Last Week < 15% โ 2 points
- 15% < Page Likes From Last Week โ 3 points
Note: This scoring system is assuming that you arenโt currently running a paid like campaign. If you are, youโre numbers should be much higher.
Hereโs How To Score Reach:
- Total Reach From Last Weekย < 5%ย = 0 points
- 5% < Total Reach From Last Week < 20%ย = 1 point
- 20% < Totalย Reach From Last Weekย < 50%ย = 2 points
- 50% < Totalย Reach From Last Weekย = 3 points
Hereโs How To Score Engagement:
- Page Engaged From Last Weekย < 5%ย = 0 points
- 5% < Page Engaged From Last Week< 20%ย = 1 point
- 20% < Page Engaged From Last Weekย < 50%ย = 2 points
- 50% < Page Engaged From Last Weekย = 3 points
Note: Yes, we already checked on engagement, but this is a more transparent metric inside the analytics platform and pending on your goals you can track increases in specific engagement actions.ย
Step 3: Optimize Your Posts
Hop back over to your insights dashboard and click on the โPostsโ tab. Here youโll see three options: โAll Postsโ, โWhen Your Fans Are Onlineโ, and โBest Post Typesโ. Weโll go through all three, so hang on tight.
Step 3.1: Top Posts
The โAll Postsโ section literally shows you a snapshot of all the posts that have ever gone up on your page. More importantly, it allows you to organize those posts based on a few different filters. The one weโre most interested in is โReachโ. Find the column and click on it once to see a top-to-bottom list of your farthest reaching posts.
Should look something like this:
ย
For the sake of simplicity, you can just look at your top 10 posts. If you really want to dig in later you can go up to 25.
Hereโs How To Score Top Posts:
- Top 10 Posts In The Last Month = 0 โ 0 Points
- 0 < Top 10 Posts In The Last Month < 2 โ 1 Point
- 2 <ย ย Top 10 Posts In The Last Month < 5 โ 2 Points
- 5 <ย ย Top 10 Posts In The Last Month โ 3 Points
Step 2.3: When Your Fans Are Online
This is pretty straight forward but REALLY important. In your insights dashboard, under โPostsโ, click on โWhen Your Fans Are Onlineโ. You should see a graph that looks something like this:
ย
Hereโs How To Score This:ย
If youโre posting when the majority of your fans are online, give yourself 5 points. If youโre not, you get 0 points. There shouldnโt be any grey area on this one unless youโre a high-volume content publisher (100 articles a day or more).
Step 3.3: Best Post Types
Hop back over to your insights dashboard and under โPostsโ youโll see โBest Post Typesโ. Click on it and you should see something like this.
So Where Do You Sit?
The total score should be out of 20, keeping in mind that I added a couple bonus points in there.
Your Score ย < 10 โ Youโre In Need Help โ Since you took the time to add this up, youโre obviously putting enough time into social media to see that it is an essential part of any media mix, but you donโt have the time or experience to get the ball rolling on youโre own.
10 < Your Score < 15 โ Youโre Treading Water โ Youโre not going under any time soon but youโre not making progress either. Figure out a way to carve out more time or start looking to see what some of the top social brands are doing that youโre not. It could be anything from your copywriting to the personality behind your Facebook page.
15 < Your Score < 20 โ Youโre Rocking It โ ย Start implementing a weekly vitals check similar to this across all your channels and work your way up to that perfect score.
20 < Your Score โ We might just have a job for you.ย