Every online marketer I know is struggling with how to measure social media. Particularly hard is how to measure the value of their Facebook page, and the work around it. They’re asking themselves the following questions:
- How effective is the work I do on Facebook in producing bottom line
results for the organization?
- What should I be doing differently on Facebook to improve my
- Should I take resources away from Facebook and devote them to
Shayna Englin (Englin Consulting) and I have studied data from the last year of the US Fund for UNICEF’s Facebook page and Google Analytics data for their website. We’ve found ways to clearly measure the benefit that their Facebook page provides, as well as clear guidelines for how they should optimize their work on Facebook to get better results.
While these results are probably somewhat specific to US Fund for UNICEF and the relief sector, the methodology is universal. If you have a Facebook fan page and a website with Google Analytics installed, you can immediately begin to measure Facebook’s contribution to your overall goals.
What’s more, if you have access to a data nerd like myself or Shayna, you can take the historical data you already have an learn what’s been working on Facebook to garner donations, drive traffic to your website, and recruit fans.