Not long ago, the ultimate measure of a successful Facebook promotion was fan growth. That was sooooo 2010.
Fan growth is simply not enough. Disagree? Throw out a sweepstakes app, dangle a free iPad, and buy some cheap Facebook ads. You can easily buy fans, but to what end?
It’s time we adjust our aim – and retrain our stakeholders’ focus – beyond that initial click of the like button and toward real engagement. Here are two ways we measure Facebook promotion success in the post-like world.
Depth of engagement
Boasting of fan count is like bragging about the size of your email list. A big list is nice, but how effectively are you using it?
We defined a metric we call brand engagements. It’s a tally of any and all thoughtful interactions consumers have with your brand on Facebook. Engagements range from liking or commenting in the news feed to interacting with content within a promotion application.
Brand engagements often form the bottom of the conversion funnel of Bulbstorm promotions. Some of our clients also want to drive to a campaign-specific objective like coupon distribution, email list growth, or user-generated content collection, as shown in the funnel graphic.
Of course, not all engagements are created equal. Consumers invest more of their passion into submitting a piece of user-generated content than into liking your fan page’s status. But a consistent approach to aggregating brand engagements enables you to compare campaigns and track depth of engagement over time.