Edelman Digital: How Brands Can Get The Most Out Of Facebook
Tips on how best to use available metrics to help prove the return on social.
For brands, proving the return on social is becoming increasingly significant as clients are faced with justifying growing budgets. To date, the Facebook Insights offering has been limited in helping to answer this question. Though the most recent update provides a tremendous amount of potentially useful metrics, it also provides a large amount of noise.
So, how do you navigate through the myriad of metrics? Here are five tips to help!1. Read the definitions closely
Perhaps the most notable update to the new Insights is that you now have increased access to data which provoke the conversation, “What does success look like to my client?” KPI’s are seeing increasing customization based on the new metrics available. However, the breadth of new metrics can be daunting to face down. Remember, not all the metrics will be suited towards your client. Think through your metrics plan causally; the metrics that matter are the ones that summarize relevant reactions or responses to your brand goals and communication activations. For example, as much as the “People Talking About This” metric is heralded as an overarching success indicator, if you had a campaign that was meant to drive clicks to a site, “People Are Talking About This” isn’t useful since stories aren’t generated by link clicks.