Management Practices

Performance Tracking for Facebook

Valorie Reavis | November 27, 2011 | 9:55 AM
Valorie Reavis, social media marketing specialist and founder of LinkUp Marketing

The immense marketing power of Facebook is catching on as increasing numbers of salon owners redirect their time and budget, previously earmarked for offline marketing campaigns or sophisticated websites, to this thriving, pulsating hub of activity. But as with all effective marketing, the more you know about your campaigns, the better placed you are to develop the next. The great news is, it’s easy to monitor and measure the success of your Facebook page. And, it’s free!

Sitting behind your Facebook page, and visible only to you if Facebook Insights, a range of analytical tools that reveals instantly whether a page is thriving or underperforming. There are a lot of numbers to understand, and we are going to cover these over the new few blogs in my series—looking in-depth at each section to not only understand what the numbers are, but what they mean for your page. To start, I’m going to familiarize you with what Insights has to offer.

Keep in mind it’s not available to profile pages so if you are still directing clients to become your friend, now is the time to launch a business page. If you’re unsure what this means, CLICK HERE to review this blog from Linkup Marketing to ensure you are setup on Facebook correctly.

To access Insights, find the purple icon either underneath the pictures of all your administrators on the right-hand side or underneath your page image.

Performance Tracking for FacebookInsights is undergoing an update at the moment, so you need to ensure that you are viewing the latest version of Insights, so click the link that says, ‘Take me to the new Insights.’ Click through and you’ll see an array of different categories, each as wonderful as the next. So let’s start there:

General Stats: The first screen you see is an overview screen, which includes the key measurement (metrics) that Facebook considers the most important. Focus on improving these numbers and you Facebook marketing experience will be much better.

This section focuses on performance and includes a useful graph showing the key metrics over the previous 30 days. It also shows your posts during that same time period with some key stats about which engaged users, had the most reach, got people talking about it or virality. I’ll give you more on these numbers, and some tips on increasing your engagement in my next blog.

Fans: This screen is exactly what you think it is—all about your fans. These are basic demographics, but one thing that always throws people off is where your fans are from. Most people think they must be from the surrounding area, but think again. Man a salon has been surprised to find only half of the people they are talking to on Facebook are capable of setting foot in their salon. Monitoring these numbers is key.

Reach: This section is about how far your messages on Facebook are making it in terms of exposure. The larger your reach, the more people have been exposed to your message in either the newsfeed, the ticker or on their friends wall, etc. This section is really vital for understanding how many people your information is reaching. Contrary to popular belief, your updates are not seen by every person that has liked your page, so knowing who your messages are reaching is key to continued success.

Performance Tracking for FacebookTalking About This: This is a relatively new section, which also comes with a public stat on your homepage. You’ve probably seen this by now. This section is all about who has created a story about your page or one of your stories. Why is this important? Because this is the new word of mouth and you should be tracking it.

Over the next few months, we’ll be covering each section in detail to give you some insight into each number, why you should care and what to do about it. Make sure to rate this story and leave your comments and questions below.


More from Management Practices

Management Practices
Management Practices

Dos and Don’ts When Communicating with Upset Guests

July 31, 2018

They say the key to every great relationship is communication – and handling a guest complaint is no different. It’s not ideal to have to communicate with an upset guest, yet we’ve all been there and it’s likely we’ll be there again someday. Here are the dos and don’ts to keep in mind to help you successfully communicate with upset guests.

Management Practices @vanessapalstylist cutting a precision bob hairstyle. 
Management Practices

SALON TODAY RECOMMENDS: Strategies for In-Salon Education & Minimizing Stylist Turnover

Lauren Salapatek | May 4, 2018

What kind of continuing education do you have at your salon? Are you inspiring your employees to reach their full potential? This month Aveda Means Business covers topics from in-salon education to minimizing stylist turnover. Learn some ways on how to attract stylists who are passionate about the business and who will fit in with your salon’s culture.

Management Practices Sponsored by L'Oréal Professionnel

OWNER TO OWNER: The David Rios Salons’ Secrets to Providing 5-Star European Service for the Country’s Most Demanding Clients

May 2, 2018

Many of the country’s most brilliant, talented and powerful people live and work in the Georgetown neighborhood of Washington, D.C. They’re politicians, diplomats, attorneys. Also professors and students at the nation’s top universities. So, if you’re servicing these people in your salon, you had better be at the very top of your game.

Load More