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What Really Matters in Facebook Posts

This blog is part of the How to Monitor Social Media in 10 Minutes a Day eBook download.


I spend a lot of time in Facebook, managing posts for clients, placing ads, optimizing pages, seeing what other marketers and companies are up to, and listening to my friend Bill brag about the warm weather in California.

Facebook is always changing and evolving and it’s a challenge to stay on top of the changes. One of the major changes that has taken place over the last year or two is that organic reach on Facebook has declined significantly. That is, when you place a post that isn’t boosted or advertised, the probability that it will reach a large percentage of your fans is lower than it was. This is especially true for posts that aren’t linked, lack relevancy, don’t have engaging content, or don’t have great images with text. I guess now that Facebook is publicly-held, the board and investors are pushing for continued revenue growth.

So, having viral attributes is a necessity for your Facebook posts, not only to maximize your organize reach and engage people to the extent that you can, but to lay the groundwork for an effective boost or ad. But, how do you really measure the efficacy of the time and money you spend promoting your business and generating leads on Facebook? How do you know if your page posts are effective as an integrated part of your overall strategy and plan?

There are four major metrics that you can easily view to judge the success of your posts at engaging fans and consumers. They can be found under the Insights tab above your cover photo. After selecting Insights, you’ll see Engagement on the far right. The four categories, Likes – Comments – Shares – Post Clicks, give you the quickest and most relevant barometer of engagement in your efforts.

It goes without saying that if you have a good Facebook post that gets somebody’s attention and resonates with them, they’ll probably Like it. And if it’s really engaging and speaks to them in a manner that encourages them to weigh in with their two cents, they’re going to CommentAnd if they think it’s a great post that more people should see, they’ll Share it. Last, but not least, if we’re really successful at getting our fans to take action, they’ll Click on the link to our website, blog, landing page, event signup, or linked Facebook page.

It’s great to have fun, engaging posts that keep our fans up to date with what we have going on in our businesses and communities, but we ultimately want to use our Facebook posts to get them to take action. We’ll talk more about what types of action we want them to take, but in the meantime let’s keep our eyes on Insights to see how we’re doing.

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