With Facebook’s shift towards a more lucrative advertising model (which for you brands has meant game-changing algorithm modifications and a massive decline in organic reach), community managers and social media markets have to be savvier on the social network than ever before.
This can make reporting on your Facebook activity tougher than ever. When your boss starts asking questions about your performance on the network, be sure that you’ve got the information he or she is looking for, whether good or bad, and ideas for next steps.
Here I’ve laid out some questions your boss might ask, and the best possible (data-driven) responses.
Your boss wants to know: “How’s the _____ campaign going?”
What to do: Bust out The Facebook Insights Megaphone.
When your boss wants a high-level look at what you’re doing and the impact it’s having, there’s nothing more useful than a megaphone graphic.
Perched atop our Facebook Insights with Ads Report, this graphic gives a panoramic view of engagement efforts and effects. How many posts did we have? What was the outcome? Give me an idea of what our Facebook presence looks like without feeding me every single metric. These are the requests your manager is really making when he or she asks how a campaign is faring. It also shows ad spend and keeps track of how much of your success is due to paid, and how much is due to organic. Give credit where credit is due!
Instead of trying to decode which information your boss is looking for, incorporate this graphic in your presentation or department email. You can even stack megaphones for the past few months in one report to show progress you’ve made in an easily graspable manner.
This graphic also offers a magnificently easy and visually accessible way to educate your higher-ups about the difference between “Total Reach” and “Total Impressions,” between “Consumptions,” and “New Page Likes.”
Your boss wants to know: “Are we getting more fans?”
Your response: Yes! And here’s why.
Impress your manager by giving him or her not just the what, but the why. Instead of providing a simple “We’ve gained 2,000 Page Likes in the month of May so far,” show him or her a chart over time, and offer context.
For instance, with the chart above in hand, you could say: “In the past month, we’ve gained 25,000 Page Likes. See March 17? That was the day we started the big campaign and got some pickup from The Today Show.”
Your boss wants to know: “How much engagement did we get? How much is all this costing me?”
Your response: We saw strong engagement on our posts this month. Take a look at how low our CPE was!
First, hit ’em with the raw engagement volumes and a breakdown of exactly what kind of engagement your posts received in the month behind you.
This is also an excellent time to lay out your strategy for the month ahead – for instance, if you’re getting a substantial amount of Likes but a negligible amount of Comments and/or Shares (“deeper” engagement), you might want to set a goal of “seeing more blue” in your post engagement chart next month. How do you set this plan? Download your report into Excel, flip over to your data tabs, and figure out which kinds of posts exactly are getting your fans so excited that they want to join the conversation and let all their friends know.
Then, if it’s time to talk dollar signs, give your boss a clear picture of how much each engagement is costing your department.
This also offers a sound opportunity for next month’s goal-setting – getting that average cost down a few cents by delivering effective content.
Your boss wants to know: “But are they saying good things?”
Your response: “Well…usually.”
First give your boss an overview of the negative feedback you received on Facebook during the given time period.
Next, highlight what you posted during the top 3 peaks in negative feedback. Explain what about each post rubbed folks the wrong away, and explain what you’re going to do to avoid similar reactions in the future (or explain that, while negative reactions are to be expected in the short-term, your long-term plan will suffer if you go off-campaign now).
Your boss wants to know: “Why aren’t we seeing more sales from our work on Facebook?”
Your response: Here’s what’s happening between Facebook and our site. We’re working on some strategies to make the conversion rates better.
First give your boss an overview of which social channels are driving visits to your site (where, presumably, the sales would take place). The Social Traffic Report is great for this.
Once you’ve shown the boss how much of the social media traffic to your site comes from Facebook, use a tool like the Landing Page Comparison report to show how entrances and bounce rates to each of your landing pages compare.
This will give your boss some clarity into where the disconnect is happening – are a lot of folks clicking through from Facebook but failing to stick around? That’s a site content and/or structural problem. Or are the entrances themselves pretty low? That means your Facebook content isn’t doing its job right. Figure out where the glitch is, and you figure out how to move forward.
Your boss wants to know: “How’s customer service going?”
Your response: We’re getting better all the time! Average response time is at an all-time low, and we’ve dealt with 867 customers in the past month alone.
When your boss asks about customer service, he or she is really asking many questions in one. Give your boss a broad overview of your fan page’s customer service success by answering the following “unspoken” questions:
#1 – How many of our customer queries are we responding to?
#2 – How long is it taking us to respond?
#3 – Are we interacting with fans/customers with one-off comments or deep back-and-forth conversations?
If your boss wants to drill deeper, you should have your Facebook Customer Service report on hand with detailed charts that show everything from Response Rate Over Time to the keywords most frequently used in customer service Tweets.
“So what’s our plan of attack for next month?”
The greatest advantage of going into a meeting with facts in hand is that planning for your social media department’s next phase is half as hard as it otherwise would be. You know what’s working, what’s not working, and (hopefully) how you want your brand to be perceived in the future. Now all you have to do is get creative.