Setting goals and KPIs with Facebook



Written by Carolina Ferreras Pérez

Goals | KPIs | Marketing | Social Media

September 24, 2019

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.

Response rate:

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.

Instant response

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.

Real response

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.

“Away” mode

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.

Notifications:

In the notifications tab, you can see all the likes, comments, and shares your company is receiving. With this tool, you can check the interaction your company is having. It makes it easier to reply to the comments left on your business page. You also have an option of selecting them and marking them as read. Because of that, next time you check it, they won’t appear in the first few places.

You and your team need to make sure that the notifications are being monitored and answered. You can achieve this by setting a goal within your team. The Facebook goal could be to not have any unanswered comment or questions on average older than 30 minutes. This way you make sure that your customers are receiving a fast response.

Insights:

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:

Page likes:

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:

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.

Engagement:

Engagement is an important metric. It shows you the number of times people have engaged with your post. This includes likes, clicks, comments or shares. You are also able to see the comparison between the reach and engagement of all the posts made in the last week. This is the engagement/reach ratio.

You can set specific SMART Facebook goals for your team. For example, this week, by Friday at 5pm, we want to at least have 60 engagements through our posts.

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 lot of different factors are affecting this rate. For example, the time you are posting, or the audience you are targeting. With this metric, you can calculate the Return on Investment (ROI) of each ad. Thus, you can see if they have been profitable or if they have just broken even.

Quality ranking:

Facebook gives a score according to the relevance of the ads. The platform uses it to show people ads that are of interest to them. This leads to a better customer experience and better results for the company.

With this tool, you will be able to identify if any of the ads you have are underperforming. You can also find if it is the engagement, the conversion or the quality of the ad that is the problem. Indeed, when having a look at these three together, the number of insights received is higher.

This score shows how your ads are doing. It also compares your results to the competitors who are targeting the same audience as you. You want to have the highest quality possible in order to maximize your results.

The quality is measured from the opinion of the people who are either viewing or ignoring the ads. An excellent goal here could be to create:

Conversion

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

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.

Detailed Targeting

We bet you don’t want to pay money to send ads to people who are not interested in what you are offering. This is why you actually only want your targeted audience to see your ads.

Detailed targeting within Audiences allows you to do exactly that. You can use information like demographics, interests, or any of the like for it. The detailed targeting can have basis in different things. This includes which ads they click on, what they engage with the most and the device they are using. Using this tool, you will manage to increase your reach to potential customers.

You can have weekly goals of how much you want to increase your reach weekly. You can set a goal with a basis of targeting the right audience.

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.In short, Facebook is not only a Social Media for a company, but it is also a resource and a way to increase profits. Share on X

Mostly, your overall facebook goal should be to redirect users to your website. You can control this goal by setting KPIs along the way.

If you have found this article interesting and would like to hear more about SoMe, goals and KPIs, subscribe to our newsletter.

← Prev: Introduction to KPIs Next: LinkedIn Analytics and 5 key KPIs to start tracking today →