Facebook metrics: 5 areas PR pros should measure

“Insights” helps you find and effectively use the data you need to ramp up your brand’s Facebook presence.

Many people manage online communities and need to track metrics and report to management on who and how many people are using a particular site.

Facebook doesn’t offer the most comprehensive suite of data, so some people have installed Google Analytics for more in-depth information.

But Insights can ably serve most brands, providing basic data that can tell you a lot about how you’re faring on the platform.

My question is this: Are people just reporting “likes” and basic interactions? Or, are they really diving into the Insights data, grabbing the right data and translating that into usable intelligence for the brand?

Here are five key metrics I’ve found useful. They will tell you how you can take that basic data and make it work for your organization’s online marketing efforts.

1. Tab Views. Just like reviewing Google Analytics on your blog, one of the first things you should know is where people are going on your site. Which tabs are fans viewing? On Insight, “Tab Views” is where you find out.

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