Before moving into the Swedish private sector with Search Integration, I was working with Swedish universities and their digital marketing. A project I started was a benchmarking of Swedish universities, with regard to their performance on Facebook. You can see my various posts about this here.
I thought it may be useful to share a Google spreadsheet, which automatically populates with the number of likes of Swedish University Facebook pages, as well as a bunch of international ones as well. Sure, it’s a very blunt instrument but it may help, at the least, give you some sense of perspective regarding your page’s performance.
While you’re here, here’s some quick pointers for totally evaluating the ass off your shiny Facebook page:
– Have a goal, or goals. I really cannot stress this enough – capture your goals into a simple document which outlines the ‘why’ of what you’re trying to achieve.
– Get familiar with the analytics tool built into Facebook
– Get familiar with your website’s analytics tool, and learn how to segment out visits from Facebook – analyse their behavior
– Figure out a way of reliably, but effectively, measuring the sentiment and purpose of the posts people leave on your wall (don’t be worried if you decide that a manual check is the only reliable way – figure out how many posts you need to sample to get a meaningful dataset)
– Survey your Facebook friends, customers and enemies about your use of Facebook
Bonus – implement, among others, Facebook like buttons on your website’s content (it’ll take your developer about 15 minutes), and also augment your google analytics tracking code to capture everything social.
– Relate all of the data from the above, back to the goals you originally set up
– Review your goals, and change/continue/self-destruct them accordingly