On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from “friends, family, and groups.”
“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
So the days when a brand could randomly post to Facebook and get “amazing reach” are over, but even really good posts are hardly seen (organically) – so what it is to be done?
We’ve talked with eight social media managers about these changes and how they impact their relationship with the clients.
How do they translate these algorithm changes into social media KPIs, actions, and Facebook & Instagram metrics? Let's find out together :)
1. Brooke B. Sellas - Founder & CEO @ B Squared Media, New York
We encourage our clients to go beyond vanity metrics and focus on engagement. Specifically, we like to go beyond likes and hearts to comments and shares/regrams.
If social traffic is a key performance indicator (KPI), we'll want to see that we're getting click-throughs to the blog/website/landing page (also known as click-through rate or CTR).
I will say, for our clients who are just starting out on social, audience/community growth is important! We spend a lot of time educating clients on two things:
- we focus on REAL fans and followers and
- we don't get caught up in the numbers.
We'd rather have 1,000 super-engaged fans than 10,000 fans who never interact with our content
2. Mina Ionescu - Head of Digital Project Management @ Geometry Global, Bucharest
As consumers adopt new social behaviors, agencies are also changing their measurement strategies. Traditionally, social media has been used to increase top of funnel engagement and now organizations are using social media in other phases of the decision journey.
Besides brand awareness social media can help to achieve business objective such as analyzing change in brand perception, attracting new employees, more efficient customer service (from cost to time consumption). This kind of evolution requires new metrics and the alignment of social media strategies to their urgent business challenges.
It’s engagement rate one day, response time the next because social metrics come and go. As long as we connect them with business objectives it’s a win-win situation.
3. Natalie Folgar - Social Media Strategist @ McCann Worldgroup, Miami
We are in the glory days of digital marketing. With this new Facebook algorithm change, instead of seeing it as a deterrent, marketers and small business owners should take it as a good sign.
We are now more people centric, as good social media marketing should be. We need to continue to take into account our audiences and truly provide a value to them. With lower CPC than on Google, Facebook advertising continues to garner the results we need while ensuring fans receive the quality content they deserve.
4. Elena Cîrîc - Head of Social Media @ WEBSTYLER, Romania
For me engagement is one of the most important metrics, no matter the channel. I’ve never crawled for vanity metrics. Instead, I’ve persuaded my clients not to strive for big numbers, but for qualitative interactions.
I’ve constantly considered (Facebook) Reach questionable, that’s why I smiled last week when I read that the new organic reach will finally count only the people who had an unpaid post enter their screen (while previously organic reach was counted when a person had an unpaid post placed into their News Feed whether it entered the screen or not).
So, good engagement could stand for tons of shares, eloquent comments, love/wow/haha reactions, 5-star-reviews, positive mentions, fans being active more days in a month, having referrals, good average view duration (if the content is video) etc.
If you run Facebook Ads, you’ve probably noticed the extremely long list of over 100 metrics you can measure. Enjoy & good luck finding the ones that matter for your business
5. Sandra Chung - Content Marketing Manager @ Mention
For Facebook, it’s important to look at your best-performing posts in terms of engagement, reach and shares. From this insight, you can create more of the same high-performing content .
For Instagram, it depends on your objectives of using the platform which can range include brand awareness, engagement, or clicks to your website or properties. For many brands, the number of clicks that Instagram is driving to their website can be one of the most important KPIs.
Reach, reactions and video views, clicks or leads when aiming for consideration and purchase
6. Ioana Marzac - Sigarteu - SEE Social Media Supervisor @ Samsung Electronics, Romania
Social media metrics vary, according to business need, campaign, format and consumer lifecycle.
I watch for reach, reactions and video views when posting a branded piece of content that generates awareness, builds preferability or leverages advocacy.
At the same time, I can watch for clicks or leads when aiming for consideration and purchase. Of course, all seen through a larger lens: brand metrics, social sales or customer satisfaction.
The role of social, even if present in all steps of the customer journey, cannot and should not be isolated from other marketing, sales and post-sales actions and thus results.
7. Justin Adelson - Founder @ Perfect Pixel Marketing, Boston
My client always wants to know when is the best time for her to publish her Instagram posts; given the request, she is most interested in engagement and what days/times have the highest rates.
8. Rachel Miller - Viral Maker @ Moolah Marketer
A lot of people fall into the trap of likes, they want a bigger page and often think that the bigger the page, the bigger the reach.
While numbers are important, I think that the most important “stat” for page admins is to look at their total engaged users. How many people are liking, commenting, sharing their content. You can have a huge page that is DEAD or you can have a small page with, 50% of it’s fans engaged!
I would prefer the small but lively page over a big one any day and I have seen tiny pages create massive virals due to the highly engaged nature of their readers!
As a summary to this talk, these are the most important Facebook and Instagram metrics you should measure in 2018:
- Engagement rate
- Quality conversations
- Super real fans
- Responsive time of Facebook
- Click - Through - Rate
- Reach and shares
- Best time to post.
What do you think? What are the most important Facebook and Instagram metrics that your clients are asking for? Share your thoughts, ideas or tips with us.
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