Business success is directly related to customer / consumer satisfaction. One way to gauge a customer’s opinion about a business is through social media. It is one of the easier ways to access a wide audience through a single interface.
So , to get an understanding of the performance of your posts, let us look at the various forms of engagement that are possible on Facebook.
General Facebook page engagements
- On page engagements:
- Page Likes
- Website Visits
- Messages received
- On Post engagements:
- Likes/Reactions
- Comments
- Shares
- Link Clicks
- Photo view
- Offer Claims
To gauge performance more effectively, the different actions of viewing, liking, sharing, commenting, clicking and messaging, all have to be understood and weighed as per their influencing factor.
At Yowza, we use this technique to find out the actions that have greater consequences on your business’ profitability than others. We assign weightages to each of these engagements based on your business and its objectives.
To make it easier, let us explain with an example of a News Publisher’s Facebook page. The weightages assigned by us, at Yowza, for news publishers are as follows:
| Type of engagement | Weightage Points | Reason |
|---|---|---|
| Share | 10 | Shares increase the reach of news, therefore it’s the most important. |
| Comment | 6 | Comments symbolise people really care about the story written |
| Offer Claim/Save | 6 | The offer was enticing enough to save/claim |
| Link Click | 5 | The user visited the article by looking at the post. |
| Intended Reaction | 1.5 | Post resonates well, user takes took the time to react |
| Like | 1 | User cares enough to like |
| Unintended reaction | 0.8 | Post resonates badly, point given for page preference |
| Photo View | 0.5 | Saw the content but didn’t react in any way |
Now that we have the weightages assigned, let’s look at an example of a post. As we don’t want to disclose information related to any of our clients, here’s our page that has been taken into consideration. Let’s take this post and assume some engagements *cries internally* (Since we don’t promote our page), and let’s factor in what the post score will be:
As mentioned earlier, let’s assume the engagements on this post was as follows
| Shares | Comments | Offers | Link Clicks | Positive reaction | Like | Negative reaction |
|---|---|---|---|---|---|---|
| 6 | 10 | 0 | 200 | 5 | 400 | 2 |
The Score for this post would be calculated using the simple formula:
Score = (# x weightage) + (# x weightage)
Therefore, using this formula, we arrive at the post score for the sample post mentioned above.
Score = (6×10) + (10X6) + (6×0) + (200×5) + (5×1.2) + (400×1) + (2×0.8) = 1527.6
Let us also assume that the Reach for this post was 50,000 people.
Once we have the post score and the reach, we derive a post-performance coefficient. This is calculated using the simple formula mentioned below:
Performance coefficient = Post Score/Reach
Hence, for the example above, the Performance coefficient would be the value of 1527.6/50000 = 0.030552
Use this method to tabulate the performance coefficient of all your posts, this will give you a good idea on which of your posts have resonated better with your audience.
Please note, the engagement values and the reach can be obtained by exporting Page Post data directly from your Facebook Business Page. It is available in the insights section.
So, you probably have a couple of doubts to get clarified at this point. We can see your thought bubbles building up, we’re also pretty sure the thoughts primarily revolve around these two questions.
- Why is there no weightage assigned to the Reach?
- Wouldn’t organic interaction have to be measured separately?
The answer is always a resounding NO, that is provided you keep the yardstick the same throughout the entire calculation i.e. this method should be used either for organic posts or promoted posts exclusively, there is no need to assign a weightage to the Reach. It must also be kept in mind, that engagements earned through shares are accounted for while calculating the post score. There is no point in increasing weightage for your “Earned responses”.
At Yowza, we believe in the one thing that our experience has taught us –
Always keep things simple.
If you found this post “engaging” enough, do not hesitate to share it or offer suggestions regarding the calculation methods. Feel free to comment below about your thoughts on the concept.
Visit https://www.yowza.in for more.
