Marketers nowadays are data driven numbers people. I get it. I consider myself a numbers guy, too. That said, when it comes to Facebook, I think a lot of marketers have it all wrong. The Facebook metric marketers tend to focus on -- a page’s Like count -- does not matter as much as marketers and business owners think it does.
There are three other Facebook metrics that provide businesses with far more valuable insight:
1. Talking About This
The “talking about this” number, which you can find to the right of your page’s Like count , is broken down into two metrics: "people engaged" and "other page activity." People engaged is the number of unique visitors who liked, commented, shared or clicked on your posts. Other page activity is the number of page mentions, check-ins and posts by other people on your page.
Why “Talking About This” is Important
A whopping 93 percent of B2B marketers use content marketing, according to the Content Marketing Institute and MarketingProfs’ fourth annual content marketing report. With so many businesses investing in content marketing, a business’s Facebook page often becomes a main hub for sharing content.
If your business’ "talking about this" is low, it might be a sign the content being shared is not resonating well with your fanbase or that the language used in your posts isn’t effective at driving post engagement. Either way, you need to make changes.
Start testing fresh calls to action, alternating long and short posts, posts with and without an image, etc. The more testing you do, the better you will understand your fanbase and the type of content/posts they react to best.
How to Improve This Metric
First, find out what your page’s user engagement percentage is. To do this, divide your “talking about this” number by your page’s Like count. A good engagement percentage is 2 percent, but most bigger brands with more than 100,000 fans have closer to 1 percent.
Second, if your page’s engagement percentage is low, it might be time to tweak your content and posting strategies. Again, the best advice is to learn as much as you can from testing.
Post Planner does a great job of keeping their audience engaged and their PTAT numbers high
2. Total Reach
"Total reach" is the number of people who saw any activity from your page, including posts, posts by other people, page like ads, mentions and check-ins. This metric can be found in the Overview section of the page insights dashboard.
Why Total Reach is Important
Do you remember a couple of months ago when folks were up in arms about Facebook’s most recent algorithm change? They were angry because the update affected the reach of their posts.