A Guide to Measuring Impact on Facebook
What online actions do you want your audience to take on Facebook?
Comments and Shares are user actions with the most value. Emphasis should be given to these rather than Likes or Reactions.
How can I measure Facebook interactions?
On Facebook, your content and engagement with your audience should lead to an increase in Likes, Reactions, Shares, Comments and Click-throughs. Facebook Insights is a built-in evaluation tool to track Facebook metrics. The metrics are categorized into Overview, Likes/Reactions, Reach, Visits, Post and People sections. Typically, the metrics in the Overview section, which include Likes/Reactions, Post Reach and Engagement, are the most important to track.
Below are details on the various ways to measure metrics through Facebook Insights: On Facebook, users can respond to your stories by Liking, Sharing, and Commenting. They can also take action on your content by clicking links. Shares, Comments, and Click-throughs are the most valuable community engagement activities.
- Click-throughs. Potentially lead to goals specified in your strategy, i.e. Raising Money or New Volunteers.
- Comment. Increase engagement.
- Like or React. Increase reach and visibility.
- Share. Increase reach and engagement.
For tracking reach and engagement on Facebook, create a template based on your capacity for posting content (i.e., daily, weekly or monthly). You can learn more about Facebook Insights online. Nonprofits on Facebook is a collection of resources for social impact organizations.