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Facebook metrics: building a strategy around free data

One of the most obvious social media metrics available to you is right beneath your nose. Here are some tips on how to get the most out of your Facebook page.

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facebook metrics

facebook metrics

The difficulty of monitoring

We hear it all the time: one of the best ways to have an effective and thriving online presence is to monitor who is looking at your content and which elements of your marketing are seeing the most success. You’d be surprised to know, however, that many people leave social media out of the mix. It’s understandable. Unless you use services such as HootSuite, where you can pay to monitor your social media metrics closely, it’s hard to really know how many people are actually seeing your posts.

There is one glaringly obvious metric, however, that you can easily monitor, and that is your Facebook presence. The social media giant makes it so easy for you. At the top of your Facebook Page (not profile, but business Page), you’ll notice an “admin panel” with a graph showing your overall reach and engagement in your Facebook postings over the past month.

If you look underneath each individual posting, you’ll also notice that you can see metrics showing how many people saw that particular piece of content. This might not seem like a big deal, but it is. Let me explain—I can’t tell you how many times I’ve heard agents say that Facebook isn’t working for them and that they’re not getting any engagement. There are a number of reasons that this could be the case, but if you look at your metrics and see which posts had the most views AND the most engagement, you can tweak your content accordingly. You have the ability to find out what really works. These metrics also give you a more accurate depiction of your target audience.

Quick tips for tweaking your strategy

As you start using these numbers to tweak your social media strategy, I wanted to point out a few things that you should keep in mind:

This is a more accurate indication of your reach. Sure, you might have 600 fans, but underneath each post, it may say that it reached only 300 people. This means that you have 300 fans who read your content regularly, and those are the people who you need to try to engage. If you can engage more, that initial reach WILL increase.

The higher the reach, the more engagement you will get. In order to increase reach, however, you need to focus on engaging with the fans who ARE looking at your posts. You do this by focusing your efforts on creating conversation, not marketing yourself or using your page as a bulletin board for upcoming news and events.

With these two things in mind, you have probably figured out that your number one focus in re-doing your social media strategy needs to be engagement. Focus on obtaining interaction and building a presence based on conversation, and your overall reach will increase. This is the key to getting your brand the exposure that you’re looking for.

Next: obtaining engagement

The next step is figuring out how to go about obtaining engagement. This is a process that is best implemented through trial and error. No two strategies will work for the same target market. You have to try some different tactics and see what works. Once you start seeing a trend, you can figure out a strategy that works best for your business. Here are some common tricks of the trade that you can implement as you go about your new strategy:

•    Post at the right time. Most studies show that the best time to post content on Facebook is early in the morning or late at night. Avoid late morning or early afternoon postings. The objective is to post so that the most people possible will see it right away.
•    Include CTA’s in your posts. It might sound strange, but the Facebook postings that see the most success are the ones in which the page asks them to like or comment on a status. It prompts them to participate on your page.
•    Make sure your content has a purpose. You want what you put on your page to be interesting and valuable to the consumer, so if that means you go a day or two without posting anything, then that’s okay. You don’t want to post just for the sake of posting. Unless you have something exciting to share or something purposeful to say, it’s best to refrain from posting and focus your efforts on engaging with your network on their own Facebook pages.

There you have it. Don’t overlook the most obvious social media metric available to you. Use the numbers, review your current efforts and come up with a plan to change it and improve your online presence. That’s the secret to being “cutting edge” in the online marketing realm. Start experimenting.

Carrie Gable & the Real Estate Virtual Assistant team at RealSupport, Inc. work virtually for many top real estate agents & brokers nationwide, offering marketing campaigns, branding, website & logo design, listing marketing efforts, lead management, technical support, marketing presentations, social media setup & management, copywriting, blogging and much more.

Social Media

New Reddit policy on impersonation mimics other social media giants

(SOCIAL MEDIA) Reddit is the latest social media company to change their policy to protect against deepfake impersonation, because of the harm they can cause.

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impersonation with deepfakes

Reddit is the latest social media company making updates to their rules and policies ahead of the 2020 election. Companies like Facebook, Twitter, and now Reddit are all trying to make the social internet a safer place to receive information.

Reddit’s new policy officially bans impersonation with the goal of handling “bad actors who are trying to manipulate Reddit, particularly are issues of great public significance, like elections.”

Deepfakes have become a key topic of conversation the last few years. In the wake of the mass spreading of misinformation during the 2016 presidential election, users have grown wearier than ever of the information they see online. Deepfakes are no longer a niche subject, but an everyday pain point that technology companies are scrambling to control.

In a statement made on r/redditsecurity, Reddit informed users of the change to website policy stating, “Reddit does not allow content that impersonates individuals or entities in a misleading or deceptive manner. This not only includes using a Reddit account to impersonate someone, but also encompasses things such as domains that mimic others, as well as deepfakes or other manipulated content presented to mislead, or falsely attributed to an individual or entity.”

The platform isn’t trying to make a mass change to it’s often humor driven culture. Parody and satire are still allowed forms of impersonation so long as the joke is obvious. Reddit has vowed to always take context into account when looking at cases of user impersonation.

It’s a good sign for society when popular social platforms start taking their role in controlling the spread of false information seriously. Companies like Reddit are in a position to create real change in the way we spread and consume information about major global events.

What’s unclear is how much man power these companies are putting behind their policies. Reddit ends their statement by pointing users to a report form that users can submit if they or someone else is the victim of impersonation. The question users should be asking is how long would it take to get a response or see action on these reports?

Policy changes are great, but if companies are simply throwing them onto their fine print with no resources behind enforcement then it’s not social change, it’s just legal jargon to protect their ass.

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Social Media

Image size is a vital factor into usability of your brand

(SOCIAL MEDIA) Keep all of your social media profiles and products looking their best with the social media image size cheat sheet for 2020.

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image size matters

We can safely say that the one thing social media will assuredly do in 2020 is only get more powerful. As such, it’s important to keep up with the sizing information for social media images to keep all of your profiles looking fresh. Make A Website Hub has the official rundown in their annual Social Media Image Sizes Cheat Sheet.
Twitter:
• Profile Photo: 400 x 400 pixels / Displays at 200 x 200 pixels (a maximum 100 KB file size)
• Header Photo: 1500 x 500 pixels (a maximum 10 MB file size)
• In-stream Photo: 440 x 220 pixels (a maximum 5 MB file size for photos and 3 MB file size for animated gifs)

Facebook:
• Cover Photo: 820 x 310 pixels (a preferred maximum file size of 100 KB)
• Profile Picture: 180 x 180 pixels
• Shared Image: 1200 x 630 pixels
• Shared Link: 1200 x 627
• Event Image: 1920 x 1080 px (Shows in feed: 470 × 174 pixels)
• Highlighted Image: 1200 x 717 pixels (appears on profile at 843 x 504 pixels)

Google+:
• Profile Image: 250 x 250 pixels
• Cover Picture: 1080 x 608 pixels
• Shared Image: 497 x 373 pixels

Instagram:
• Profile Picture: 110 x 110 pixels
• Photo Size: 1080 x 1080 pixels
• Video to Stories: 750 x 1334 pixels
• Photo Thumbnails: 161 x 161 pixels

Pinterest:
• Profile Picture: 165 x 165 pixels
• Board Display Image: 222 x 150 pixels
• Pin Sizes: a width of 238 pixels (with scaled height)

Tumblr:
• Profile Image: 128 x 128 pixels
• Image Posts: 500 x 750 pixels

YouTube:
• Channel Cover Picture: 2560 x 1440 pixels (for desktop), 1855 x 423 pixels (for tablets), 1546 x 423 pixels (for smartphones), and 2560 x 1440 pixels (for TV)
• Video Uploads: 1280 x 760 pixels

LinkedIn:
• Personal Page
o Personal Background image: 1584 x 396px
o Standard Logo: 400 x 400 pixels
o Profile image: 400 x 400 pixels
• Company/Brand Page
o Background image: 1536 x 768px
o Standard Logo: 400 x 400px
o Business / Career Cover Picture: 974 x 330 pixels
o Square Logo: 60 x 60px
o Business Banner Image: 646 x 220 pixels
o Standard Logo: 400 x 400px

Ello:
• Banner image: 2560 x 1440 pixels
• Profile image:360 x 360 pixels

WeChat:
• Profile Photo: 200 x 200 pixels
• Article Preview Header: 900 x 500 pixels
• Article Preview Thumbnail Image: 400 x 400 pixels (Displays at 200 x 200 pixels)
• Article Inline Image: 400 px x Any size px

Weibo:
• Cover Image: 920 x 300 px
• Profile Pictures: 200 x 200px (Displays at 100 x 100 px)
• Banner: 560 x 260 px
• Instream: 120 x 120 px
• Contest Preview: 640 x 640 px

Snapchat:
• Geofilter: 1080 x 1920

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Social Media

Facebook wants to show how “inclusive” it is with new logo

(SOCIAL MEDIA) Facebook has a new logo, but you won’t see any change on the mobile app. The social network giant wants to expand to be more inclusive with this logo

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social network facebook typeface

Facebook has a new logo, but you won’t see any change on the mobile app. It’s easy to think of Facebook as just the social network where you avoid (or start) political debates with friends and family, but that’s just a piece of the picture. The new logo reflects Facebook’s ongoing expansion as a company beyond their original social network.

Facebook’s roots as a social networking company are undeniable. People have been using the platform to connect with family and friends across the globe since 2004. For many of us, Facebook is part of our everyday lives. It’s how we chat with friends across the globe, meet our partners, join communities, and sometimes it’s even part of our work life.

We have seen Facebook take on some big new projects this year including the announcement of Facebook Horizon, a social virtual reality world expected to launch in 2020. Facebook’s identity as a company now expands far beyond the Facebook app.

Facebook is the parent company of 74 companies including some equally popular and well-known apps such as Instagram and Whatsapp. The company operates out of 60 offices world-wide and employs over 43,000 people.

The new logo is part of an effort to create a clearer distinction between Facebook the parent company and Facebook the social network.

According to Facebook, “The new company branding is designed to help us better represent the diversity of products we build, establish a distinction from the Facebook app and communicate our purpose in the world.”

Facebook wordmark gif

The main design differences between the two logos are the font and the color. The corporate logo is designed in all caps using a font designed in-house. The type is san serif and open with consistent letter width throughout.

Unlike the true shade of blue that we all associate with the social network’s logo, the color of the new corporate logo will be fluid. The color will change depending on the environment such as the product it’s promoting. The corporate logo can be depicted as either solid colors or a gradient.
Facebook has been more than just a social network for a long time, now their logo can help them reflect that.

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