By Juliette Rule
If you're an extra good fan page administrator, you're checking your Facebook Fan Page Insights.
If you're a pro, you're recording the data in a separate spreadsheet and comparing month-over-month data. (Bonus if you call it your Social Media Dashboard and brag about how complete it is.)
Insights, for the uninitiated, are the data Facebook offers you - free - to track engagement and fan acquisition. You get to them by switching to your personal profile (in the upper right of your fan page), and then selecting "View Insights."
There are three things I tell people to pay attention to in their fan page insights.
1. Likes
2. Unlikes
3. Unsubscribes
After clicking "View Insights," find likes and unlikes in the users' section and scroll down to the third graph. Easy peasy. Obviously, you want more likes than unlikes. And if you've got unlikes, you shouldn't worry too much about it unless that rate seems unusually high to you. (More on how many unlikes is too many unlikes in a second.)
Unsubscribes are different from unlikes.
Think of an unlike as someone leaving the party you're hosting on Facebook. Think of an unsubscribe as someone putting on a blind fold and wearing ear plugs while you're talking to them. They can't see you. They can't hear you. And yet they still show up in your "fan" count.
I'd rather have unlikes because it gives me a chance to actively woo back those fans.
Find unsubscribes in Interactions, top graph.
If your unlike rate and/or your unsubscribe rate exceeds .22%, be concerned. I used to worry a lot about my unsubscribe rate -- because I had no idea what I should be tolerating on any of the pages I admin.
Information is power, right? So, why .022 percent? It's actually an adage borrowed from email marketers, who feel good about their program as long as their monthly rate of unsubscribes doesn't exceed .022 percent. In other words, you want it low. Very low.
Still, it's important to think about what's causing people to leave. Here are few popular reasons why people leave (some of which you can affect):
1. Admin posted too frequently in a day/week
2. Admin made posts too close together (eg, 2 in one hour)
3. Content just not that interesting/relevant
4. Just don't want the marketing message in news feed
5. Didn't mean to fan in the first place
The thing is, regular people (your fans!) have no idea there's a difference between an unsubscribe and an unlike. It won't surprise me to see Facebook get rid of that altogether. (I mean, really, what the heck does a marketer want with an unsubcribe? How does that help anyone? It's only truly useful to fans who know the difference since the effect on the fan is the essentially the same: They don't see your news feed anymore.) So you need to be aware ... and the first step toward awareness is data tracking! Dashboard to the rescue!
What else should Facebook marketeers be tracking?
If you're an extra good fan page administrator, you're checking your Facebook Fan Page Insights.
If you're a pro, you're recording the data in a separate spreadsheet and comparing month-over-month data. (Bonus if you call it your Social Media Dashboard and brag about how complete it is.)
Insights, for the uninitiated, are the data Facebook offers you - free - to track engagement and fan acquisition. You get to them by switching to your personal profile (in the upper right of your fan page), and then selecting "View Insights."
There are three things I tell people to pay attention to in their fan page insights.
1. Likes
2. Unlikes
3. Unsubscribes
After clicking "View Insights," find likes and unlikes in the users' section and scroll down to the third graph. Easy peasy. Obviously, you want more likes than unlikes. And if you've got unlikes, you shouldn't worry too much about it unless that rate seems unusually high to you. (More on how many unlikes is too many unlikes in a second.)
Unsubscribes are different from unlikes.
Think of an unlike as someone leaving the party you're hosting on Facebook. Think of an unsubscribe as someone putting on a blind fold and wearing ear plugs while you're talking to them. They can't see you. They can't hear you. And yet they still show up in your "fan" count.
I'd rather have unlikes because it gives me a chance to actively woo back those fans.
Find unsubscribes in Interactions, top graph.
If your unlike rate and/or your unsubscribe rate exceeds .22%, be concerned. I used to worry a lot about my unsubscribe rate -- because I had no idea what I should be tolerating on any of the pages I admin.
Information is power, right? So, why .022 percent? It's actually an adage borrowed from email marketers, who feel good about their program as long as their monthly rate of unsubscribes doesn't exceed .022 percent. In other words, you want it low. Very low.
Still, it's important to think about what's causing people to leave. Here are few popular reasons why people leave (some of which you can affect):
1. Admin posted too frequently in a day/week
2. Admin made posts too close together (eg, 2 in one hour)
3. Content just not that interesting/relevant
4. Just don't want the marketing message in news feed
5. Didn't mean to fan in the first place
The thing is, regular people (your fans!) have no idea there's a difference between an unsubscribe and an unlike. It won't surprise me to see Facebook get rid of that altogether. (I mean, really, what the heck does a marketer want with an unsubcribe? How does that help anyone? It's only truly useful to fans who know the difference since the effect on the fan is the essentially the same: They don't see your news feed anymore.) So you need to be aware ... and the first step toward awareness is data tracking! Dashboard to the rescue!
What else should Facebook marketeers be tracking?
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