Tuesday, February 18, 2014

The Facebook Page: The Good, The Bad, The UGLY



Facebook. Everyone knows what it is and I’m pretty sure mostly everyone has an account.  You can post an update, message a friend, create an event, post photos, and read the news of everything posted.  Another part to it is where you can create a Facebook Page of whatever is of interest to you.  There are many different kinds of fan pages where mainly your goal is to get as many likes as you can.  Once they like it, they can read about it and see your posts on their news feed.  This allows you to get yourself out there and recognized by more people which in turn could help improve your business.  It’s one of the methods to advertising.  

Facebook Page Metrics and Insights
To utilize the Facebook Page to your advantage, Facebook provides you with aggregated anonymous insights about people’s activity on your page.  This is where you can view the different Facebook metrics like how many people your post reached, how many people clicked it, how many people liked it, how many people commented on it or shared it.  If you don’t know how to utilize this Facebook fan page to your advantage, don’t worry there’s a breakdown on “6 Facebook Metrics Marketers Should Be Measuring”. [1]  This might be a little outdated so you can always go to the Facebook help option as well to get more up to date information on your fan page. [2]  With these metrics you can learn which posts are good, which posts aren’t as good, and how to improve your page based on what you see. 

Optimize Your Page Post Metrics
Once you know how to navigate throughout the page, you’ll find that there are many metrics for you to work with.  By knowing how each of these key metrics work, you should be able to analyze how effective your web page is and what needs to be done to boost the company sales. [3]  From the perspective of Facebook, there are also specific ways to promote your page and increase your likes.  Some methods - such as contests, promotional offers and promoting through other social media – won’t cost as much as others. [4] 

How NOT To Optimize Your Page
Now there are genuine ways to boost these Facebook metrics and then there are fictitious ways.  You want to be careful and make sure that your metrics are accurate because with all metrics, there’s always the possibility that they could be unreliable.  For instance, the Facebook Page Likes metric could be helpful or could not.  As I stated above, the more likes you have, the more detailed your metrics will be on your Facebook dashboard, but that’s if those people that have liked your page are actively participating in your posts.  On your Facebook page, there is an option to promote your page and get more likes.  The problem with paying to promote an ad is that there are businesses in other countries that get paid to like your page.  This technique, known as “click farming”, will definitely increase your likes, but it could even lessen your engagement metric. [5]  There’s more to this and I would love to discuss it, but since there are great links that describe it better and an even better video linked below about it all I’m pretty sure you’d rather read about the fraud and all those fake Facebook profiles there.[6] [7]  This video is a really good one about Facebook Fraud. 


Know Your Metrics
Overall, if you’re trying to increase your engagement and utilize the Facebook metrics to your advantage, you need to know how each one works and if they’re truly a good metric.  This also applies to all other metrics and how you analyze them.  Knowing how each one works and which ones are needed will allow you to use them to your advantage and analyze the data based on your company requirements as well as compare them to competitors and the industry.  Particularly, you would also want to make sure what you’re paying for is authentic and that you’re not getting ripped off.  If this is occurring on Facebook what happens to other social media that you pay for?  Are those authentic metrics that you're looking at?


References:

[1] Ernoult, E. (2013, March 18). 6 Facebook Metrics Marketers Should Be Measuring. Retrieved February 18, 2014, from Social Media Examiner: www.socialmediaexaminer.com/facebook-page-metrics/
[2] What's new in Page Insights? (2013, November 18). Retrieved February 18, 2014, from Facebook: https://www.facebook.com/help/247808452010769
[3] Tabita, J. (2014, February 11). Beyond Tracking: How to Improve Your Web Metrics. Retrieved February 18, 2014, from SitePoint: http://www.sitepoint.com/beyond-tracking-improve-web-metrics/

[4] Steeves, N. (n.d.). 7 Ways to Increase your Facebook Likes [Guide]. Retrieved February 18, 2014, from Wishpond: http://blog.wishpond.com/post/52815764009/7-ways-to-increase-your-facebook-likes-guide

[5] Schneider, J. (2014, January 23). Likes or lies? How perfectly honest businesses can be overrun by Facebook spammers . Retrieved February 18, 2014, from TNW: http://thenextweb.com/facebook/2014/01/23/likes-lies-perfectly-honest-businesses-can-overrun-facebook-spammers/#!wgii9
[6] Cellan-Jones, R. (2012, July 12). Who 'likes' my Virtual Bagels? Retrieved February 18, 2014, from BBC News Technology: http://www.bbc.co.uk/news/technology-18819338
[7] Hicks, J. (2013, July 3). IG report: State Department spent $630,000 to increase Facebook ‘likes’. Retrieved February 18, 2014, from The Washington Post: http://www.washingtonpost.com/blogs/federal-eye/wp/2013/07/03/ig-report-state-department-spent-630000-to-increase-facebook-likes/
[8] Facebook Fraud . (2014, February 10). Retrieved February 18, 2014, from Youtube: http://www.youtube.com/watch?v=oVfHeWTKjag