Whether the owner of the business, his employees or specially hired professionals, this work needs to be monitored and evaluated regularly. Audit in the broad sense of the term means an independent verification of any activity….
Audit of pages in social networks – an impartial look from the outside on how the business is presented on the page, how informative the design and published content is, what effect it brings
Methods of carrying out
You can check the results of a page or group on Facebook:
- With the help of professional SMM managers. You will not need to spend your own time on such a report, but it will cost a certain amount of money. As a result, experts will provide a complete picture of the real position of the page in the rankings, weaknesses, the optimal time for publication, ways to expand the audience and increase conversion.
- Self-audit. CMM is a complex system, people with appropriate training and experience work in this area. therefore, when it comes to auditing, many turn to professionals for help. However, the advantage of the Facebook platform is that the system is fully equipped with all possible options for running and tracking your business.
- Third Party Services. Special services that are automatically able to track all activity on a page or in a group, as well as generate reports on the effectiveness of actions and events.
Services:
Despite the fact that Facebook has advanced functionality for maintaining and tracking pages, sometimes it doesn’t hurt to expand the big picture, for this you can use paid services:
- JagaJem. Support for the 5 most popular social networks. The service is designed for in-depth analysis of pages: rating of published content, analysis of user activity, engagement and reactions of the audience. Allows you to compare communities with competitors, both within the same network and on different sites. The cost of maintenance depends on the size of the community.
- AgoraPulse Barometer. An English-language service that allows you to compare a page with similar ones that have a similar number of subscribers. Displays graphs of changes in indicators such as engagement, reach, viral distribution, for different periods.
- LikeAlyzer. The site is also in English only. However, the service has a number of advantages: it checks the correctness of the page design and gives recommendations on filling in the fields, maintaining posts, and user behavior. Interestingly, with the help of the service, you can check any page, not just your own.
Design monitoring
The key to success on Facebook is the competent design of the page, filling it with interesting content, the ability to attract and retain the interest of people.
This work is carried out in the following stages: ↓↓↓
- Title and avatar. The name of the page should be short, informative, in accordance with the rules of the site. With the avatar, the client will have the first associations about the page, most often they choose the logo, there should not be too much information here. It is also mandatory to create a page name that will replace the standard link assigned during registration. The link should be consonant with the title, easy to read.
- Page category. It is important to choose the right category for your page: company or brand, community or public figure. The settings, information fields and available reports in the future will depend on this. The category name will be visible in the search results. It can be edited at any time in the “Information” section. It is possible to put down 3 category names in order to describe your activities as accurately as possible.
- Brief information about the page. It is displayed on the right side of the timeline, it is important to select the required fields depending on the category: website, contact phone number, address, opening hours. Experts recommend using a separate phone number for social networks, so it’s easier to track the number of attracted customers.
- Cover. Photo or video – whatever is chosen for the cover, it must be professional and represent the company or brand in order to create the right impression for visitors from the first seconds. Often the covers are supplemented with links and short text. Everything should be arranged so that it fits completely on the screen both in the web version and in the mobile application.
- Call-to-action buttons. A very effective tool, they are in a conspicuous place immediately under the cover on the right. You can add such appeals as: order a call, write a message, go to the main website of the company, make a purchase, subscribe, etc.
- Tabs. They are under the cover on the left. There are 12 tabs available, but 4 are visible by default, the rest are in a collapsed menu. Often choose “Like”, “Subscribe”. Here you can add the “Services” tab yourself, in which you can enter a list of company services. Adding and editing is available in the “Settings” menu at the top of the page.
- Reviews. This block is not in the standard design, it must be added manually. “Page settings” – “Templates and tabs” – click the “Add tab” button. If there are no reviews yet, it is better to ask partners and customers to leave comments, after which the block can be displayed on the page: in the settings, activate the switch next to comments and reviews. The average rating of users is also displayed here: from 1 to 5.
- Content. Filling the page is a complex continuous work. For people to be interested, publications should be different and bright: texts, photos, videos, polls, promotions and special offers. It is worth sticking to the golden mean: do not bother with excessive activity, but also do not let subscribers forget about the page. 1-2 posts a day is the best. Important rule: 70/20/10. No more than 10% of advertising, at least 70% of useful interesting information, about 20% of information from related fields. The exclusivity, sincerity and real benefit of the knowledge that users will receive are valued.
- Feedback. A social network is, firstly, communication. Behind the corporate logo, people want to see real people, lively emotions, genuine interest in their customers. Timely responses and comments will increase your reputation in the eyes of the audience.
Important: the administrator and ordinary visitors see the page differently. When the design is completed, it is worth checking how it looks from the outside, testing all the buttons and tabs: under the cover, click “Ellipsis”, select the “View as page visitor” function.
Statistics
After everything is framed, you need to track what result has been achieved. At the top of the page, above the cover, there is a “Statistics” tab, after clicking on it, statistics sections will become available in the column on the left.
What does this information mean and how it can be useful:
- Page views, reach, and impressions are closely related concepts, but they have significant differences. Views include all visits by both authorized and unauthorized users. Reach – how many people see any information about the page. Impressions – how many times the content was on the user’s screens.
- The total reach is divided into organic, paid and viral. You can evaluate how effective investments in paid publications are. Viral refers to the impact of likes, subscriptions, and reactions to impressions from users’ friends. Organic includes only viral and non-viral.
- Statistics data can be viewed by gender, age, audience geography and device types, provided that the sample is at least 100 people. Also in the “People” section, you can find out how many people “Like” with a demographic division. This information will help target content to target groups.
- Reach, number of clicks, reactions, number of video views – all this is not only useful for the administrator, but can also be published on your page.
- Days and times of visiting the page: available in the section “Publications” – “When the fans are online.” This is important to know so that new content is released on time.
- Likes – you can see how many times and where on Facebook the page has been approved by users, while the “Pure marks” indicator is available, that is, it does not take into account the “Dislike” marks.
- Video statistics: for pages, not only the number of views is available, but for each video you can see how many people saw at least 10 seconds or the whole video, who shared the video, audience engagement.
- Events: how many people learned about the event, how they reacted, their responses to the publication.
- The Page Actions section shows the number of clicks on call-to-action buttons, and is broken down by gender, age, location, and device type.
Based on these figures, the activity indicator is often used, it is defined as the ratio of the total audience reach to the number of subscribers. For Facebook, the value should not fall below 2% !!!
As you can see, with the skillful use of all the information that Facebook collects for the administrators of its pages, even an unprepared person can become an effective manager.
Group stats
Facebook, unlike other social networks, clearly distinguishes between the concepts of a group and a business page. The group is intended for communication and interaction of people, it does not use advertising functions and the statistical functionality is much more modest than for pages.
Detailed statistics are available for each group. This data is available only to the administrator. The reports contain the following data:
- How many participants out of the total are in active interaction with the group;
- What types of activity the participants show;
- Rating of publications in the group.
In groups with an audience of more than 250 people, additional reports are available:
- Geography of registered users, divided by cities and countries;
- Age range and gender of participants.
If the group was created recently, statistical reports may not yet be available. Usually such information appears 30 days after registration.
To view statistics, you need:
- Enter the group, click “More” under the cover of the group.
- In the list that opens, select “Group statistics”.
- In the section, the “Download detailed data” function is available, after clicking, a pop-up window will appear in which you need to select the necessary information.
- Select the time interval and format of the Excel file in which the report will be generated, and then click “Download”.
Reports can contain the following information:
- Group growth rate (number of participants, number of applications submitted to the group, approved applications);
- Audience engagement (reactions to actions in the group, comments, rating of publications, etc.)
- The most active authors of the group.
A separate type of groups on Facebook are study groups. Here the functionality is slightly different: the administrator creates and organizes the training modules as they wish, and the participants have the opportunity to report the passage of the module by pressing the “All done” button.
The audit of such groups consists in analyzing the passage of participants through all stages of the program.