vitrue
SOCIAL PAGE EVALUATOR
measuring
facebook
return on investment
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- Annual Page Value*
- Fans
- Page Posts
- Interactions
-
Earned Media Value
Page Value Chart
The chart below displays the current Facebook page value compared to its potential value.
Best Practices
Below is a breakdown of contributing factors to your page’s current value and potential applicable suggestions.
Post Frequency
It seems like you are posting frequently enough to keep fans engaged and connected. You are scheduling your posts around optimal times where your users will be at the front of your efforts.
You may be posting too often or not often enough. Be aware of what content you would like users to see from your brand and how frequently you are posting.
You are posting too often or not often enough. Be aware of what content you would like users to see from your brand and how frequently you are posting.
Post Type
You are already making effective use of multimedia and dynamic wall posts. The next step for you could be the use of wall apps for heightened engagement.
While you have started exploring the viral possibilities presented by multimedia content and Wall apps, increasing your utilization will further engage users and help spread the word about your brand to all their friends.
Text posts may be the simplest way of informing your users; however, they lack the “pop” of multimedia content. Also, the lack of the “share” function available with more dynamic posts prevents users from sharing your posts with their friends. Linking back to blog posts or content on your brand's page will increase your brand's impressions.
Short URL
Your brand page is positively utilizing branded URL shorteners, gaining credibility in the social media realm. By using these branded URLs, you are giving your brand links credibility and authenticity. These branded URLs are also contributing additional impressions.
You are frequently using a public URL shortener in your page to redirect away from your brand's Facebook Page. Having a branded, shortened URL would give your links more credibility and assurance to users that the link will redirect to a relevant page.
URLs should be short and easy to type. Making them that way increases the chance that a visitor will click on them. However, public URL shorteners don't include your brand in the URL, and some services like bit.ly allow the general public to see your brand's traffic!
Social Relationship Manager
Your brand is using the SRM regularly and effectively. Continue to increase the value of your Facebook presence and accelerate your fan count by publishing content, media, and applications to your stream. Contact your Vitrue Client Services representative to discuss extending that presence to different markets, segmenting your fan base to deliver targeted content, and creating additional pages/tabs to expand topics.
Your brand is a small step away from mastering engagement with its fans and translating page activity into increased value. You currently have access to a powerful social media tool but may not be implementing it to optimize your page. With our award winning platform, you can continue to interact with and grow your fan base which translates directly to more impressions and greater ROI. Contact your Vitrue Client Services representative to develop an SRM strategy that aligns with your brand and fan culture.
Your fans may be passionate about your brand, but that might not mean they want their Facebook News Feed flooded with updates at the top of every hour. Keep in mind that a user’s News Feed is live and real time information.
Posts are more effective during the week when people are typically checking Facebook (in the morning, just before or after lunch and in the evening). Create a schedule just like you would for any media.
Post frequency can also vary depending on the industry your brand is a part of. For example, a news brand may post more frequently than a restaurant. The users are expecting more posts from a news organization than their restaurant.
Not only do multi-media posts present engaging content, they also provide key viral discovery components. That’s where the Facebook “share” function comes into play, which is automatically included on every wall post using the Facebook “links” app. Utilizing Facebook’s video, audio and image posts allows users to share with friends via news feeds and notifications, which helps spread the word and keeps them coming back for repeat visits.
Moderation refers to the regulation of connections (fans) input into a page. User input can be in the form of posts and comments. A social media best practice is to moderate user comments and posts for objectionable material such as obscenity and spam that does not abide by your company’s social media policy. This may vary depending on the brand and who/how you target your audience. For example, an adult-targeted television network may have different levels of moderation than a children's television network.
URL shorteners are Internet tools used to shorten longer URL links. These shorteners are typically used to accommodate character space and are more aesthetically pleasing. Another way brands utilize these shorteners is use it to track the analytics of a link. These shorteners allow users to view how many times the link has been clicked and redirected, and where the link is being shared. Several online services offer to shorten your URL for free but do not give the links or pages credibility.
The Vitrue Social Relationship Manager (SRM) allows brands to manage multiple streams from one central dashboard. It is capable of scheduling and posting to any of your social media pages. With the SRM you can moderate fan activity and compile metrics easily. Being able to create apps with the SRM for your Facebook page in minutes allows for readily available engagement opportunities.
Building an Audience
- Driving traffic to your page is key to building your audience. Facebook ads can amp up the amount of visitors you have to your page increasing the likelihood they will connect with your page. Promoting Facebook exclusive offers is another way to attract users to your page.
- If applicable, cross-promote with other associated official fan pages to give credibility to your page. For example, if you have an official company page and have offerings in other pages, make sure you link them to main page for user reference and vice-versa. That way, users who are connected to one page have the opportunity to see the other pages and connect with it too.
Page Information
- Fill out your page information as completely as possible within the Info tab and the blurb box underneath the profile image. This helps your page surface when users conduct a Facebook search for your company.
- Focus the brand’s social presence. Too many separate company pages can lead to over-fragmentation, which can be confusing for users trying to find accurate information.
Engagement
- Updates should ideally be posted when most people are checking their Facebook accounts. Vitrue research shows that posts are more effective during the week when people are typically checking Facebook (first thing in the morning, just before or after lunch and in the evening).
- Brands should aim to post updates 2-3 times a day to keep content fresh on their wall. A brand who posts infrequently will have stale content which will not encourage users to return to a page. A brand who posts too much may annoy their audience, which may result in their social connections opting out of your company’s updates.
- Posts should solicit as much engagement as possible. The best ways to engage your audience are by asking questions in your updates, posting relevant content that the audience will comment on and share. Fan comments are more desirable than “likes” because they require more of a time investment from the user. Also when a fan comments, it gets broadcasted to their friends through their news feeds.
- Remember, users are on your page to interact with your brand, so try to respond to user comments and wall posts in a timely fashion. They will appreciate the attention and might tell their friends about the experience.
- Moderate fan posts and comments for obscenity and spam as it relates to your company’s social media policy. Moderation allows for a safe environment for all ages. However, some brands are more accepting of certain language based on their brand personality.
- It's best to use a branded URL shortener to give your links credibility and assurance that the link will redirect to a relevant page. Another benefit of using certain branded URL shorteners is that they protect against making your links analytics public. For example, if you add a "+" to the end of any bit.ly link, you can make the analytics public.
- Since social media is a more informal landscape than traditional media, the brand communication should be more personal too. Balance promotional offers with conversation. The space is intended to allow for two-way communication -- don’t simply use social media as a push medium for promotions.
Compare Values of Brand Pages on Facebook
Enter up to three brands' Facebook page URLs to compare the pages' value and click "Compare"
- Annual Page Value*
- Fans
- Page Posts
- Interactions
-
Earned Media Value
Fan-tasize about the value of the Danny Brown page
Adjust the controls below to determine the brand's forecasted page value.
Your fans may be passionate about your brand, but that might not mean they want their Facebook News Feed flooded with updates at the top of every hour. Post frequency can also vary depending on the industry your brand is a part of. For example, a news brand may post more frequently than a restaurant. The users are expecting more posts from a news organization than their restaurant. A good general rule of thumb is 2-3 posts per day.
Engagement measures how interested in your content your fans are. Depending on the type of content you have to offer, this value can go up or down. For example, your brand may not generate a lot of audio or video content. However, you should be able to include an image in every post, which provides additional benefits on Facebook (extra functionality) aside from being more aesthetically pleasing in general.
Your goal should be to maximize your page's value on Facebook, which will involve a balance between post frequency and engagement, and increasing the number of people who see your content-- your Fan Count.
When your page is following best practices for Facebook, you will naturally be maximizing your page's value. Achieving that goal is a necessary step in increasing your value over time, but it's only part of the story. The other part is your Fan Count. How many people "Like" your page, pay attention to your content, and interact with your page depends on that number.
- Annual Page Value*
- Fans
- Page Posts
- Interactions
-
Earned Media Value
Page Value History
Below is a graph of historical information gathered from past evaluations of this brands Facebook page.
Adjust the slider to see this page's value when making different assumptions about the Earned Media value of each "fan" of the page.
The Vitrue Social Page Evaluator (SPE) uses a calculation that factors in fan count, customer activity, brand activity, and a proprietary engagement multiplier. The data represents a monetary valuation of a single Facebook page based on standard digital marketing metrics, impressions, and fan exposure. The score includes a configurable cost per thousand impressions (Earned Media Value) measurement that defaults to $5. The Vitrue Social Page Evaluator does not attempt to measure value across multiple pages on Facebook.
The Social Page Evaluator operates on publicly available information. If a page targets posts by geo-location, language, or age these posts will not be incorporated into the evaluation. Any posts set, by their author, to have restricted viewership will also be excluded from the evaluation.
Vitrue SPE is designed as a research tool for independent use. Vitrue does not guarantee results or warranty recommendations. The results and information are provided to you on an "as-is" basis without any warranties of any kind. In no event shall Vitrue be liable for any direct, indirect, incidental, punitive, or consequential damages of any kind whatsoever with respect to the service and information.