We recognize that smart marketers and brands need to measure the results of their social media efforts; in fact, the pressure on brand marketers to prove the return on their social marketing spend is quickly increasing. We are continually innovating our analytics offerings, so check out our previous post on our Facebook Insights integration, and stay tuned for many exciting announcements over the coming weeks.
Today, we’re happy to announce a new collection of analytics in the Wildfire Social Media Marketing Suite: post metrics.This new report incorporates and enhances the metrics available through Facebook’s Insights, providing in-depth analysis of each post, powerful comparisons and aggregate views of post engagement across all your pages, allowing you to quickly refine and optimize your messaging.
Let’s look at how these tools can benefit you.
We track and score every post based on several engagement metrics including Organic Reach, Viral Reach, People Talking About This, Visibility, and Viral Growth Rate. The latter two metrics were formulated by Wildfire to provide marketers with actionable criteria for judging the success of a given post (and also for posts over any time period).
Today, we’re happy to announce a new collection of analytics in the Wildfire Social Media Marketing Suite: post metrics.This new report incorporates and enhances the metrics available through Facebook’s Insights, providing in-depth analysis of each post, powerful comparisons and aggregate views of post engagement across all your pages, allowing you to quickly refine and optimize your messaging.
Let’s look at how these tools can benefit you.
We track and score every post based on several engagement metrics including Organic Reach, Viral Reach, People Talking About This, Visibility, and Viral Growth Rate. The latter two metrics were formulated by Wildfire to provide marketers with actionable criteria for judging the success of a given post (and also for posts over any time period).
- Visibility represents the proportion of your fan base that saw one or more impressions of your post (typically in their news feed). It’s a measure of how well you’re able to reach your audience organically and it can change over time, as more engaging content leads to better exposure. The interplay between engaging content and how broadly your posts are seen is driven by Facebook’s ranking system, and while the algorithms are closely guarded secrets, Visibility is a tangible way to measure and track the effects of your posting strategy over time.
- Viral Growth Rate represents how effectively you’re able to move your message from your initial (organic) audience to a wider population via viral sharing. The more engaging your content, the more likely people will be to Like it or Comment on it, thus telling stories about it and spreading the word about your brand. A higher viral growth rate implies stronger viral activity and a broader audience reached in relation to your initial organic exposure.
Above and beyond Facebook’s own interface, our analytics tools allow you to see - in a single view - engagement by post across all of your pages, drill down for further detail on individual page performance, and zoom in to a particular time period to discover what specific factors impacted your social presence.
We’re excited to provide these tools, allowing you to optimize your social media efforts and make ROI-based decisions in ways never before possible.
Now that you’ve read what post metrics can show you about your messaging, how will you use these analytics to measure your success? Tell us below in the comments.
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