metricsI came upon this blog post 17 Wicked Ways to Use Your Facebook Cover Photo by Post Planner, and I as I was looking at the examples of some very clever and creative Facebook covers, my eyes became drawn to the single on-page stat that tells a huge part of the story for effective Facebook marketing:  The number of fans who are engaging with the content on the page.

There is one key metric you should be monitoring to monetize your Facebook Page:  Engagement

What blew me away was how dreadfully low the engagement was on all but one of the examples in the article, social media influencer Sandi Krakowski.  Here are the staggering engagement results:

SocialMouths .5%
Walmart .6%
Danny Brown .7%
Salesforce 1.2%
Bob Marley 1.4%
Lady Gaga 1.5%
Fiverr 1.9% 2.1%
KLM 2.2%
Guy Kawasaki 3.5%
Melanie Duncan 5.4%
AdFreak 12.6%
Sandi Krakowski 45.2%

It begs the question, a business works so hard to get the ‘like’ with a creative timeline picture, but what are they doing to maintain Facebook engagement and do they fully understand how to leverage their social standing into a monetization strategy?

According to Jesse Jameson, CEO of HeyNow Interactive, “Most business owners and company executives have accepted the realization that social media is not only here to stay, it is becoming a primary communication channel with customers, prospects, and the marketplace as a whole. Interestingly most companies focus on the number of fans or likes that page has, however this number provides a false sense of accomplishment.   As you grow a fan base the key to monetizing your Facebook page is pay close attention to your engagement; the “number of people talking about this”.

According to Jameson, each time someone likes, comments or shares one of their posts they are showing interest in the content.  Facebook algorithms pay close attention to this interaction.  It is essentially keeping score on your individual relationships with your fans, as well as giving you an overall engagement score.  So when you post to your fan page, the number of fans that will see that post in their personal newsfeed is determined by your overall engagement and your individual engagement with your fans.  This is the key to monetizing your Facebook page, because when if they’re engaging, then Facebook sees that you’ve got a perfect audience for your content.

The Little Engine That Could

A great example of how a brand can grow overnight using Facebook engagement is In Power Sisterhood.  This one-woman movement has been one of the highest engaged pages since her launch in April, 2013 and consistently maintains a 90% engagement ratio with her fans.  In Power Sisterhood’s popularity has been the epitome of Pages Gone Wild.  How do they do it? Jameson shares one of the strategies used to grow In Power Sisterhood’s fan base (hint:  it’s all in the engagement):

“Think of it this way… When a new post is added to a fan page, on average less than 15% of the fans of that page will even see the post show up in their personal newsfeed.  The question then becomes, what is biggest factor that determines how many of your fans see your posts?  The answer is engagement.  So what can you do to increase your engagement scores?  The answer is simple!  Look for every opportunity to interact with your fans on your fan page.  Create posts with engagement in mind.  Go for what I call “The head nod.”  Post content that is easy for fans to virtually nod in agreement.”

Power Tip

“The most significant area for improving engagement is the nested comment reply,” says Jameson. “This is perhaps the most overlooked form of engagement and yet it yields the highest returns.  Nested comment replies are not simply general engagement, they are viewed as a conversation.  This suggests to Facebook that you have an established relationship with those individuals.  As a result they are much more likely to see your posts in their newsfeed, which in turn brings them back for even more engagement.”

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