On average, do you know how many interactions you received on a post about your activities? Or, how many clicks you received on “Schedule a Tour” focused posts? When implementing a social media marketing strategy for your community, it is crucial to leave room for changes within the plan as you start to see the data unfold.
It would be great if every post had excellent traction and helped create leads for your community, but the reality is that you will have to test content and see what resonates with your audience. As a senior living community, having a Facebook Page is crucial, and we may all agree there. Still, if you don’t understand how to recognize you are succeeding or need improvements, you won’t be able to get the most out of it.
It’s essential to know how your efforts on social media are affecting your business by pulling different metrics like the two we mentioned in the beginning (interactions and clicks). The Facebook Page “Insight” Tab will provide you with data collection surrounding your page. Check out some terms below to familiarize yourself with different metrics that Facebook allows you to see!
Facebook Insight Vocabulary Key
- Actions on Page: The combined total clicks for your contact information and call-to-action button.
- Pageviews: Total views of your Facebook Page, including by people not logged into Facebook.
- Page Previews: The number of times people hovered their mouse over your Page information to see a preview of your Page.
- Page Likes: The number of new likes.
- Post Reach: The number of people who saw your posts in their timeline.
- Story Reach: The number of people who saw your Stories.
- Recommendations: The number of people who recommended your Page.
- Post Engagement: A combined total of post likes, comments, shares, and other engagements.
- Responsiveness: An evaluation of how often and how fast you respond to your Facebook's inbox messages.
- Videos: The number of video views of three seconds or more.
- Page followers: The number of new followers.
- Orders: Your orders and earnings.
Looking to learn other marketing lingo so you can understand digital marketing like an expert?
Why ARE Facebook Analytics Important to Your Marketing EFFORTS?
From the launch of your Facebook Page, you should try to get as many supporters and customers to “Like” your page (and “Follow” it, as well). To have the best analytics possible, you have to make sure you have the right audience. If all of your Page Likes are your current employees, it will not help you discover your potential customers' needs (unless your goal is to promote employment growth).
Hopefully, your organic social media strategy includes a variety of posts to help lead traffic to your website and resources. Once you have that in place, you can look at metrics, like Clicks, to see how many people took the opportunity when you offered a post about contacting your community. By doing this and looking at different metrics, you will be able to develop a strategy for the future.
Which Data Points are Most Important in Decision-Making?
Ultimately, it will depend on what decision you are trying to make. A few questions and metrics we report on at Markentum include:
How Well Are My Posts Doing?
You can do this by looking at the Reach and Clicks to determine how many users were served the post verus how many chose to click on the link.
Should I Create Facebook Stories?
Have your staff create Facebook Stories for a full week and track your Story Reach to see if you have a large audience there. If so, try and start reminding your users about setting up tours on your website.
Is My Team Answering Questions from Potential Customers Fast Enough?
Facebook has the stat Responsiveness, which allows you to review two important metrics, the volume of messages, comments, and inbox messages that you have responded to as well as, on average, how long it takes you to answer back.
How often should I review my Facebook Analytics?
At Markentum, we like to provide reports on a monthly, quarterly, and yearly basis. This allows us time to see how the initial strategy held or strategize new changes if our efforts are not showing improvements.
Making sure you check in with the health of your content and page every so often, so you can adapt your strategy and be sure to leave room for growth!
Let’s discuss whether Markentum is the right choice for your senior living digital marketing efforts. Schedule a free consultation and learn more about how Markentum can help to expand your community’s social mark!