It seems the experts that were at the IIA Congress last week didn’t know how to measure the success of a campaign inside Social Networks. Well here you go folks. For those that are hiring an Internet Marketing company in Ireland to do some social network marketing stuff and they don’t offer stats from the below methods then maybe you hired one of the many cowboy operations that slither around this area.
There are various elements in this and it all depends on which ones were incorporated into your campaign.
Check your website stats:
While Facebook is a walled garden and you can’t see inside it without logging in, they still send a lot of traffic out to websites. If you have set up a Facebook Profile, a Page, a Group or run Facebook “Social Ads” then they can all send users from Facebook to you. In addition so can anyone else in Twitter if they’re talking about you. For a marketing campaign you should have special website addresses tailored for the campaign so you know only your campaign elements are sending that traffic to your site. Google Analytics or any of the clones will allow you to measure incoming traffic from Facebook and you can tell if they are coming from profiles, ads, pages or groups.
Facebook Lexicon allows you to see what Facebook users have been discussing. It’s a keyword trend program that doesn’t show the number of times a keyword is mentioned but the number of people who mentioned the keyword one or more times over a certain period of time. More details on Facebook Lexicon here. For companies you can get an estimate of the number of times your brand or product is mentioned. Ideal to see are there jumps around the time you start a campaign. You can also compare up to five different keywords at the same time. But there’s a big but, it doesn’t give raw numbers so it’s just a rough estimate but it’s still good. Maybe you can purchase them from them though? Big marketing companies would probably pay for that.
I recently created a Facebook “Page” which is very much like a profile but for a company, brand, product. Instead of friending this Page, you “Fan” it. The Page was called “Gnéas” as a joke. When you become a fan, your friends also see you’ve become a fan of it as it shows up in their news feed. So a few people saw “Damien is a fan of Gnéas” and the viral element would have encouraged others to join too. The stats that are provided to Page owners are fairly good.
This is the Insights Control Panel (Everyone calls the stats Insights these days):
This is a graph of sign-up activity:
Some demographics of the Fans:
Facebook Social Ads
Read this Blog Post on how to run Social Ads. Like Pages there’s a whole section on statistics for your ads.
This is the Ads control panel. Note that the ads for the Gnéas page got canned because the Facebook prudes deemed the ads inappropriate:
Here’s how you can export all your data to Excel and add more calculations:
Many marketing campaigns will include the creation of special applications to get people to learn more about your brand/product. If you have an application created, Facebook will give you a whole load of information about installations and usage. Who, what, where, when etc. Data once again can be exported and presented to you.
Messy Measuring – Facebook Groups
Facebook Groups can be created by anyone and some do well and some stagnate. It takes a lot of work to keep activity going and Facebook really prefers if you use Facebook Pages to do marketing. They supply nice stat tools as mentioned above for Facebook Pages but nothing at all for Groups unless you pay a considerable sum for a sponsored Group. But you can manually check your group and measure it. Measuring it is a case of seeing how many have signed up for the Group and what the activity is like. So for example, the Bertie, Take Enda With You group:
You can see how many members there are. Then you can see what kind of activity is happening by counting the number of discussions, photos and videos that have started/ were added.
And you can also look at the Wall activity.
As I said, nothing that’s automated and more work but still data that’s valuable. Other measurements to take into account are the number of people that respond to messages that you send to the whole Group. See what the response rate is like. Don’t be surprised if it’s very very low.
I hope this was useful. Shall I do one on Bebo next?
methinks I’ll be playing with facebook lexicon later
companion piece on Bebo would be much appreciated 😉
Nice one Damien, well done
Great article Damien, (it’s been Dugg)
As an online marketer myself, I’ve been able to use FB Lexicon to determine when to run promotions, contests and other events that will promote our business and app. I dont want to sound “markety” but as a practical example, we launched an app called I Want, http://apps.facebook.com/wantitnow/wants to connect people who are looking for something to buy to people who can give good recommendations.
I’m planning on using Lexicon now to find out buying cycles (on FB) for different keywords. For example, when we noticed that last year there was a spike around september for “tech” related keywords. I can plan on tying a promotion/ contest with the natural demand from the past data.
Thanks again for your tips, you’ve made FB’s closed garden a little bit more transparent.
Interesting and well researched. A little worrying that the IIA come across as being not clued in though. Buying from a company making a sales pitch at what is supposed to be an industry seminar does not seem all that smart.
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There’s an interesting chinwag panel that was on recently on measuring social media. They published it as a podcast…
Great post Damien. Was at the IIA congress and Stu’s assesment was pretty spot on. Shame they didn’t bring more people like yourself with real knowledge to talk. Especially as they had a definite “Web 2.0” theme.
Thanks Damien, I do pretty well online but haven’t really considered Facebook. A friend of mine suggested that I do a Facebook campaign instead of using Adwords as the rewards would be higher and the costs lower. Would you agree with this? I’m at the point now where I have some money to invest in Advertizing and need to make a decision. Any advice would be appreciated (as you certainly know your stuff)
Why not invest 5 euros/dollars in a quick Facebook Ad campaign and measure the return on investment? Facebook now have excellent guides on copy for ads and all that jazz.