Is your company an active advertiser on Facebook? Whether your company is involved with Facebook Advertising or not, you need to be aware of how the social media platform has changed its advertising abilities, hence the title of this blog post. Now read on…
Quite similar to Google Analytics, Facebook has just launched Page Insights to show your Facebook advertising efforts in more detail. These details include impressions (how many times your ad was shown), “likes,” and most significantly, engagement metrics regarding specific Facebook posts:
With the latest metric called, “People Talking About This,” for example, you can view detailed stats over a week period as well. Added bonus? Yes.
Do you or your social media specialist ever wonder, “was that Facebook post really effective (or not)?” Yet another bonus: Webtrends has released a tool for your Facebook advertising, too and it goes by the name of Hoverstats. Why is Hoverstats important for your business? The tool gives you a clear picture of how each of your Facebook posts performed for your intended audience. Hoverstats judges each Facebook post through the Post Strength Indicator (PSI), and the score is calculated by the entire reach and engagement. See below.
Justin Kistner, Webtrends’ Director of Social Products, explained the benefit of engagement as follows:
“When a brand pushes out a post, it doesn’t immediately reach all of the fans. Instead, a brand needs to have engagement in order to break through Facebook’s EdgeRank algorithm and show up in the News Feed” (Johnson).
In a nutshell, Facebook’s new Page Insights and Webtrends’ Hoverstats provide meaningful opportunities to improve your Facebook advertising campaign. As Facebook continues to fight for more advertising dollars, you can expect additional changes in the near future.
How do you feel about the new Facebook advertising tools? Will you start incorporating the tools into your campaign immediately? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.