But Social Media is turning into a broad concept, with new platforms coming up every day and old ones constantly changing the rules of the game (generally for the better, I must add), so that they too keep up.So now, let’s go back to basics. It seems ridiculous to make such a statement, since the basics of Social Media don’t go that far back, but everything moves at such a fast pace that it’s nice to lay down some basic ground rules once in a while.
So by going back to basics I mean focusing in what has been the biggest player in the establishment of Social Media as a “thing”: Facebook. Mark Zuckerberg’ college project has made big companies bow down to his playful, ingenious creation, and make it a part of their daily budgets. While not overlooking the fact that Facebook has occasionally been overshadowed by some other Social Media platforms, let’s move on to the numbers that relate to our specific situation:
What this means is that since strategic Facebook focused approaches have been established, and perfected along the course of a year, there has been a clear raise on the percentage of visits coming from Facebook, as well as a raise in the time these visitants were lingering in the page (Avg. Visit Duration). The table also shows a decrease in the bounce rate, meaning that visitors are now getting passed the Home Page and going through to other pages.
Facebook, Linkedin and Twitter are the main platforms that display such positive results. Facebook and Linkedin are head to head when it comes to evaluating KPI success rates, in our specific situation.
So start by giving this some thought, look at the numbers and figure out what you can do to get your share of it. Oh, and these results have been reached without resourcing to Ads, not that is doesn’t seem like a good option – In fact we may be close to squeezing the juice out of that one too. However, there is still a lot of work to be done, since Facebook engagement rates – despite its exponential growth – do not live up to the global Site Analytics results, what tells us that there is still lots of room for improvement, namely in the direct engagement between the brand and the fans.