Define your social media goals

Before you jump the ‘Facebook Metrics’ bandwagon, make sure you have a list of goals you want to achieve. The first rule is to know exactly what you want to achieve via social media marketing. For instance,  if your goal is to increase conversion (from social media to the website), then make sure your goal is defined. This will help provide direction. 

Post Reach

Post reach basically tells you how many people have seen your content or posts on your page. It can be broken down into paid and organic to give you a better idea. Likes and comments on your post basically indicate customer engagement. The higher the discussion or comments on your post (activity) increases the probability of your future posts to reach more people. Total reach indicates the cumulative number of people who have seen your posts. You can see your reach and the breakdown on your page insights tab (business manager). 

Engagement 

Businesses using Facebook as their marketing strategy should know how to measure engagement. Firstly, engagement provides useful insights and that too from a primary source. However, Facebook uses an algorithm. If one of your posts ensue engagement in terms of comments and reacts, then the algorithm will provide more exposure for your future posts. Thus, deriving content is key. High engagement on your posts, signals popularity to Facebook. 

Impressions

People usually misinterpret impressions. This is one useful metric that should make it to your priority list. Impressions basically indicate how many people saw your posts. Secondly, it also measures the number of times your posts were seen. This also includes how many times a post was seen by one single user. You can see your impressions on the post tab. Click the reach: organic/paid button and select impressions.

Referral Traffic

Facebook referral traffic is basically, the number of users you get on your website via Facebook. This is extremely important as this indicates whether your Facebook marketing is reaping any benefits. This also indicates whether your audience likes your posts or not. The referral traffic also includes the number of times people have clicked on your links or call to action buttons. To analyse this make sure you have an account on Google analytics. You can find this under the acquisition tab.

Businesses usually apply the rule of seven in Marketing. A famous concept developed in the 1930s. But has now taken precedence via social media platforms. Marketers believe that a potential customer has to see your message seven times before they take action. This concept has now become extremely popular, all thanks to digital marketing! However, the concept is highly dependent upon how well you understand these Facebook Metrics.

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Given the importance and role it plays in people’s/consumers’ life, companies need to amp their dynamics. Usually, because social media ensues freedom of speech connotations. Therefore information overload is quite pertinent. Therefore, businesses and companies alike need to have a clear social media strategy to get their message across effectively. Which is why it is highly significant that the businesses know what social media trends to look out for in 2020:

Trend #1: Ephemeral Content will gain momentum

The term ‘Ephemeral Content’ means, the content available for a short period of time, after which it vanishes or disappears. both snapchat and Instagram are great platforms for ephemeral content. The trend picked up in 2019 and will play a major role in 2020 as well. Seeing the trend, snapchat has already modified its ad placement for companies as well. The point is the new generation’s attention span is small. Therefore, ephemeral content-format serves the purpose effectively. the availability may be short but the content format ensues lots of creativity and is very engaging. As per statista, Instagram active users ensue the stories features regularly. The stats have gone up to 500 million users. And almost 65% of marketers indulge in instagram stories to target their users. 

Trend #2 TikTok is here to conquer

Long since, Facebook, Instagram, and Twitter have dominated social media. They are, no doubt, the most popular platforms used by users and companies alike. However, TikTok has risen to fame as a niche social media platform. It is extremely popular amongst the youth population. Therefore, TikTok’s trend isn’t going anywhere. As of now the application has almost 1.5 billion active users. 

Trend #3 Social Commerce is the new E-commerce term

Facebook, Instagram and evidently Pinterest are social media platforms that ensue selling and purchasing. Also known as social commerce. The trend has grown tremendously since its introduction. Facebook also has a selling store tab for business profiles. Which provides details of the product and pricing. This indicates that social media is evolving into retail. Many companies ensue sale strategy in combination with social media marketing. This trend, however, will further expand in 2020. So make sure to devise a plan accordingly and storefronts should be your sales team priority. 

Trend #4 Influencer Marketing will soar and expand

Influencer Marketing has gained momentum in the last few years. Companies have analyzed the importance of influencers for their brand. Many companies and businesses ensue influencers as their brand ambassadors. However, by next year influencers will soar high and their numbers will increase. Their goal is to help companies achieve their marketing and sales goals. They also help convert leads effectively. However, in 2020 organic influencers is the way to go. They help engage customers effectively and also provide honest opinions. 

So, hold your horses, these trends are here to stay and will further expand. Make sure to change or devise a strategy accordingly. 2020 is filled with lots of surprises and changing dynamics!

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