What's the best way to measure the ROI on a boosted Facebook post?
Our team is struggling with deciding what's more important: seeing immediate ROI (clicks), or picking up on more abstract ROI (through brand presence and trust). What are the best ways to measure the ROI for both? Should we be measuring both?
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Sep 17, 2014
From what I have heard, Facebook paid ads go to clickfarms in third world countries...I can't be certain if that is entirely true but if so you may have wasted some money.
Aug 5, 2014
Most companies make the mistake of measuring likes in terms of ROI because they are forced to justify budget. What is the value of a conversation? That is what social media is about, generating conversations. I like to look at engagement metrics in Insights, particularly comments and shares as those are true measures of engagement. Likes mean nothing if they don't help to generate more conversations about your business (think EdgeRank). I would also never boost Facebook posts in isolation. Use it as part of a larger campaign that you are promoting across mediums and social medias. However out of the two options, second is definitely most important. Brand equity and trust are key for long term financial success.
Aug 4, 2014
From last 3y working on Facebook getting tau ff because every one using it as a promotion tool ,make lot of friend send daily 6 friend ship request Facebook not notice that once your net work increase you achieve your target
Aug 2, 2014
I suggest taking a look at what Gary Varynerchuk has to say about this topic. Overall, make sure your getting good impressions, engagement, and eventually revenue. DO NOT BOOST POSTS. It is not worth it and you will attract a lot of fake likes and it will end up hurting your page.
Aug 2, 2014
The only real success I had with FB boosts was an increase in page likes. Call that brand awareness if you like. I was working with a restaurant/bar and I developed 4 - 6 hour boosts that offered a special for that night only a well as 3-4 day boosts that advertised an event for a particular night. We easily measured the response. Overall, boosting was a poor way to turn FB views, comments and likes into paying customers.
Aug 1, 2014
Great two-part question.
Really you should have a good balance between both. They are equally important to long term sustainability of your business. Using all of the analytic tools to monitor progress in both areas and knowing the context of those clicks.
Presence and trust are huge assets that will continue to take your target audience to the funnel of creating more clicks. Not only using FB Insights, but exploring other analytic tools like SEOMoz and Google Analytics is a great way to navigate your course.
Jul 31, 2014
Hi Jen-hopefully you're aware of FACEBOOK Insights, the ability to measure engagement..if not, the page's administrator can help you.
A lot of what you're looking for (metrics and results) will depend on the type of following the page owner (brand) has, and how active the fans are, how frequent the posts are, and most of all, the level of engagement that the admin's, have with the audience.
I will tell, from experience, that's many different ways to '
spin' the numbers as well...depending on the amount of budget you spend, and, the duration and impressions of the schedule.
Sadly, I've yet to experience any results via Facebook that I'd recommend...social media engagement will vary depending on
the brand/product/service or if a celeb etc... also depends a lot on how engaging/interesting the content posts are...have something relevant, interesting, useful, to offer...solutions..links to stories or products or services that help your followers...nobody likes being sold to constantly...earn the right to pitch by creating a relationship with your followers..(you'd be amazed how many brands don't respond in real time, or even respond !!!). It's also possible your target audience isn't fulling a Facebook using community. Identify the target audience, and then define where that target frequents online most. Fish where the fish are...position your message where your 'fish' are swimming. Drop em a line and get to know them :)
Jul 31, 2014
I think you have to determine what do you consider to be actual ROI. If you are trying to increase your likes, I would recommend concentrate more on getting quality clicks (likes) and not quantity clicks. I would rather has 200 action takers that will purchase products and services than 2000 deadweights.
As others have already mentioned about the actual boosted FB posts, I wouldn't waste your money or time on that. We stopped used that about a year ago. It is just going to a bunch of "like" farms that never convert. If you are going to invest in the FB ads, use the promoted posts, clicks to website, etc.. in the actual FB ads manager area. Plus you can get really specific with your target so that when you get a like it is someone who is most likely to purchase.
Next ,I would focus on using the ads for a specific purpose. Drive them to an offer that builds your business email list so you can continue to share your information and connect with them outside of FB. That will give you something more tangible for measurement. We all know that in marketing sometimes it takes 5-7 touches before a customer makes a buying decision. With FB having so much control over the newsfeed content, I like to get those social leads onto a prospect email list where I have more control of the content and when it goes out. As long as you are sharing relevant information that they find valuable to them, the quicker you will build your trust relationship and get to a buying decision quicker!
Once you start getting some data and see what your conversion rates are, you can adjust your targeting on the ads to get a better conversion. After you have determine what works best, then you can start to scale (increase your marketing audience).
Jul 31, 2014
In order to be successful you need to have the full picture. My company can provide you with a full assessment on what is working and not working and then provide a comprehensive blueprint to optimize your budget. You can go to www.roiiq.com and see details on our program. Don't just get a partial picture get the full picture and make the correct choices.
Jul 31, 2014
Don't use boost use actual Facebook ads. You will have more control and you can really fine tune your target. You can track it easier and therefore measure your ROI.
Jul 31, 2014
Jen,
Your ROI depends on what your goals/objectives were in the first place. Social media marketing should be viewed as a means to an end, not the end.
What were your objectives?
1. LEAD GENERATION (how many leads?)
2. DRIVE TRAFFIC TO YOUR WEBSITE/BLOG?
3. DRIVE TRAFFIC TO LANDING PAGE?
4. DRIVE TRAFFIC TO A SALES PAGE?
Please don't say build your brand. presence :)
There are ways to measure and track the results on the four objectives I mentioned above.
Contact me for free details if you want to discover more.
To your success,
Kevin Toney
'the Marketing Coach"
Mobile Marketign Specialist
Jul 31, 2014
Facebook boosted posts are a waste of time and money, ESPECIALLY if you're using the service to promote your business. Check this link: http://www.booooooom.com/2014/02/25/end-facebook/
Jul 31, 2014
I have to say and I do not like using the term it all depends but what is the boosted post intention?
If it is increasing a brand presence then that would impact sales, so you would want to measure the ROI against sales.
If you are looking to measure it against clicks you would want to measure your average click prior to the boost, during the boost, and after to measure that.
Because I am a number cruncher, I would want to measure both to see the total impact.
I agree!