Five Questions You Should Ask Your Social Media Team About Your Brand's Facebook Account

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By Phil Norris
on 24/10/13

Despite Facebook’s outage on Monday, during which many brands pounced with clever responsive content, the social media platform remains a vital tool for businesses. The numbers speak for themselves; there are approximately 1.15 billion users, 700 million daily users and the average time per visit is 20 minutes – 25% of users check their account more than five times a day.

Although these numbers sound great and clearly indicate that marketing and Facebook should be connected, many CEOs make a big mistake. They hire a social media team to set up their Facebook account, to grow their audience and to post engaging content… And then they don’t ask any questions.

But ignorance is not bliss in the world of social media.

So this week, we decided to ‘lift the lid’ on the things that your social media agency should be telling you, by filling you in on the questions that you should ask about your Facebook page.

What percentage of our audience is seeing our content?

According to Facebook, pages organically reach about 16% of their fans, so the content that you slave over is only being seen by about 16% of your audience on average. This may appear low, but your audience is constantly changing and content visibility depends on how well it’s performing according to Facebook’s News Feed algorithm – we’ll save that explanation for another post though! This algorithm means that the percentage can fluctuate, although you can optimise for it. If it is a lot less though on a regular basis, this could be a problem.

In these cases, some of the vital factors that your social media team should be looking at would include the timing or frequency of posts – are the people you’re targeting actually on Facebook when content is being posted? The types of content being added, is it the same kind of content with the same message being posted again and again? Is it photo, video, links? What do the audience respond to? Finally, a poor response time to fans who are commenting can discourage further engagement. Essentially, the more engagement you receive, the more visible the content will become.

Any social team media team worth their salt will be happy to have this conversation with you.

Facebook Average Reach

What percentage of our audience is engaging with our content?

The average percentage of fans engaging with your content is 0.22%, this is a percentage that’s decreasing rapidly as Facebook users become more discerning about the content they engage with. If you’re getting much less than this on a regular basis, you need to ask your team why the content isn’t meeting the audience’s needs and expectations. For example, are the right calls to action being included or any at all for that matter? Is content that relates to the target audience being used? Do certain types of content get particularly poor engagement? If so – stop posting them.

If your social media team aren’t already asking themselves this – you need to ask them and encourage them to start experimenting with different content until they get it right.

Facebook Engagement

How many people are unliking the page?

If people are unliking your Facebook page, there’s always a reason. There may be a piece of content that didn’t work well or, potentially, caused offence. You may have run a competition that attracted generic competitions fans that drop off after the competition, an all too common occurrence. If this is happening, why aren’t your competitions being targeted to people to whom the brand is relevant? Another factor could be that you’re posting too regularly and spamming your fans’ feeds. There’s always ebb and flow with Facebook fan numbers, but if you’re seeing a high drop off percentage or spikes in unlikes – ask why.

Facebook Likes-Unlikes

What was our worst performing content last week?

It is not only important to identify the types of content that work well with your Facebook fans, it is also vital that the content that’s not working well be identified. Was it a particular picture or video that didn’t go down well? Was it potentially not the content itself but the manner in which it was delivered to your audience? Are there words or phrases that don’t perform well? Are there any patterns? If content doesn’t perform well on a Monday morning, for example, stop posting on a Monday morning! Also, remember that performance isn’t just determined by visible engagements, you need to look at the insights and the negative post feedback too.

If something isn’t working well, you need to know what it is so you can make sure it doesn’t happen again.

Facebook Unlikes - Time of Day

Could we or should we be using Facebook advertising?

Facebook advertising can seem like a scary concept to brands, but it holds great potential for boosting your audience and increasing engagement. Facebook has the most targeted ad network in the world and, when used correctly, can build an engaged fan base of relevant consumers. You can use Facebook Advertising to drive traffic, increase awareness, installs or RSVPs to an event, to increase website conversions to name a few – it’s not just to get new fans. Asking your social media team about Facebook Advertising and how it can work for you could open profitable new avenues for your brand, the opportunities are huge and you don’t need a big budget – it’s almost always worth a trial.

Facebook Advertising

Using as open and diverse a platform as Facebook for your business can be an overwhelming and intimidating prospect, but don’t bury your head in the sand, make sure it’s working for you. Ask the right questions, optimise your activity and don’t be scared to try new things – it could be the start of something great.

If you’d like more information or if you have any burning questions - ask our social media team, get in touch today.