Companies need to take into consideration that the average person spends around two hours on Social Media during the day. 58 minutes of those are on Facebook. This makes it the SoMe platform with the highest time span of use per day. Thus, Facebook is a crucial platform where your companies’ goals need to be clear and specific. This is why it is really important to set Facebook goals.
Setting Facebook goals for your company can help you stay focused on what you want to achieve. This is the reason why they should be aligned with the business goals of the company.
To achieve these Facebook goals, it is important that you check the progress you have made. Moreover, that you measure them continuously. You should consider it a routine you should definitely start on. This way you can see if your Facebook strategy is performing well or not. If it is not, you should change to keep moving towards your goal.
Among the tools that fakebook offers, we find that some of them are very useful to set Facebook goals. Read about them below.
You can find this tool inside the inbox tab on Facebook. It is the speed with which you send an initial response to a message. Later on, the platform will calculate a percentage rate that shows your company overall reaction time.
There are always ways to get around this one and increasing the instant responses. For example, you can set an automatic response with a standard message to users who are reaching out to you. As a result of this, your company will be answering within seconds. This will increase the response rate and decrease the response time.
Normally, the automatic response does not answer the real inquiry of the person who has sent it. So you will need to get back to them and give them a valid and useful response. We refer to this as real response time. Even though this might take more time and energy, it is crucial that you answer their questions. This also leads to better customer service.
If you are not in the office, you have the option to set the inbox for the messages on “away” mode. During this period, Facebook won’t take into consideration the response time. Although it is a good tool you can only use it for 12h. After that, time counts again!
With those options, you can set a goal of average real-time response. That will make the team motivated to reach it or even make it lower. For example, a SMART Facebook goal to be set for a company would be to increase the response rate by 5% by the end of the year. This will give the upcoming year a head start. Also, it will help maintain the employees motivated.
First thing you will bump into when you go to the insights tab on Facebook is a dashboard. It shows you the big picture of everything that has occurred in your company in the period of time you select. Among the periods of times available, you can select “today”, “yesterday”, “last 7 days”, “last 28 days”.
It tracks several different things, but some of the most key ones are page likes, post reach, and engagement. Let’s go through them:
Here you can find all the people who have liked your Facebook page in the period of time that you have selected. It also shows how they have reached your page, either if it was by paid or non-paid content. You will also be able to see the total page likes you got, as well as the unlikes. Here, you can have your team focus on for example increasing your Facebook page likes by 20 a week.
Post reach is the estimated number of people who have seen your post on their screen. You are also able to compare your organic and paid reach. In accordance with the results obtained, you can set Facebook goals for your team. A goal could be, for example, increasing the weekly post reach by a specific amount.
You can find these tools in the left column of Facebook. Moreover, if you click on them, you will get a more detailed description, graphs, and numbers. You can even find data the videos and stories you uploaded.
Facebook Ads Manager
Facebook Ads Manager allows you to cope with all Facebook advertising and marketing activities. On it, you can find very useful things such as:
Cost per result:
This specifies how much cost-efficient your process is in regards to achieving objectives. It also compares it to what you expected when you first set your ad campaign. With this tool, you will be able to compare different campaigns. You will also be able to see what your audience prefers and that as an opportunity to do better in the future. It can be determinant for setting future ads.
A conversion on Facebook ads manager is a specific action that someone takes. You can find different types of conversions and you can decide to track the one that interests you the most. In other words, with this metric, you can see how many times an action is completed. An example of conversion could be when someone buys something on your website after clicking on your ad.
Frequency is the amount of time a single user sees your ad. Frequency is really important because you don’t want your advert to appear too rarely. It would be ineffective. However, to appear too many times would also be inefficient. It would saturate your customers and make them annoyed.
With most of the metrics mentioned above, you can set KPIs in order to track and achieve the Facebook goals your company has set. It is also good to be informed about some main goals for social media that can make a significant difference for your company and its SoMe strategy.