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Facebook Group/Fan Page: why it is so important for your business and how to measure its ROI

Posted In Social network - By Techtiplib on Monday, May 7th, 2018 With No Comments »

Increasingly brands, from household names to start-ups, are exploring social media and online PR. Usually, the most obvious place to start for those new to online PR is Facebook. Establishing a commercial presence on Facebook by running a company fan page, can be a great brand awareness exercise, as well as indirectly increasing financial ROI.

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So, firstly, let’s look at three reasons why it is important for you as a business owner to advertise your business on Facebook through Group/Fan Pages.

  • Pages give you a platform for your company, services and products. Your Facebook page/ group gives you a place for you to talk about your company, products, employees and any other information that you think customers may be interested in.
  • Pages give you an opportunity to promote news about your business or related posts. One of the most principal and overlooked aspects of marketing online is being seen as not only a source of products but for information. The more you point to useful information the more people will listen to what you have to say and be interested in whatever you are selling. The one more advantage of that is that if you publish useful posts they will have a high rates of sharing. It increase the brand awareness and can lead to new customers.
  • Pages get you publicity. Every time you post something on your Facebook page/group your post is automatically placed on the main feeds of all the people who have either liked your page or joined your group. You can also tag people in your posts. When this happens, the information is posted not only on your page but their wall as well. So everyone who happens by their profile will see the link back to you.

How to measure the ROI of your Facebook fan page

Thus, having own group/fan page, you will want to be able to measure the success of your activity, not only to evaluate your work but also to help you establish what works and what doesn’t.

The first and most obvious sign of success is the number of fans who actively ‘like’ your page. It is possible that with some really interesting and on-brand content you may experience rapid growth in the number of fans initially. Likewise, if you run a competition or a giveaway, it is likely you will see a ‘spike’ in the number of fans of your page. After you are established, a healthy fan growth is a monthly increase of around 3-5 %.

However, although the number of fans is useful as a quick insight into the success of your page, it is important not to get too het up on this – focus on quality rather than quantity. ‘Quality’ in social media means the level of engagement your fans are having with your page and with your brand. There are various ways to measure this engagement:

On each daily update you do, the number of Facebook comments and likes you receive from your fans can be a good way of working out the type of content they respond well to.

Facebook insights can tell you exactly how many views your Facebook page had received on any given day. ‘Spikes’ on the graph are very handy for working out which updates went down well with your fans.

Facebook Insights also allows you to see a breakdown of your fans’ demographics according to the information on their profiles. This can be invaluable in establishing the key ‘personas’ of your fans and directing your content accordingly.

Google Analytics is an invaluable tool for keeping track of the traffic driven to your website through your Facebook page. A good tip is to use the same period from the previous year as a benchmark for comparison.

Keep an eye on the fan pages of your competitors – knowing their successes and failures can help you improve the strategy for your brand.

In online PR successful Facebook pages are notoriously hard to quantify. However, these methods will certainly help you to analyze your content and adapt your strategy continuously.

Business is changing. Marketing online is crucial to success. And Facebook is no longer simply for sharing pictures and talking about the weekend. Learning how to market your business on Facebook using group and fan pages will further your success online and.

Author Bio:

Carol James is a writer and senior editor at college papers writing company EssayLab. She has MA degree in social sciences and writes articles, reviews on the different actual subjects. So, if you have any questions regarding the writing, feel free to ask her.

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