Marketing Tips Blog

Find Out Your Facebook Post's True Engagement

Liv Paige - Tuesday, September 23, 2014


Ever wonder what type of engagement your posts are really receiving? Like and shares are great, but not ever Facebook user is a "liker" or a "sharer". I admit, I'm one of them. This post on ShortStack.com gives some great insight on user engagement for posts from a short study they did on a few posts of theirs.

If you’re anything like me (a typical Facebook admin whose day does not revolve around Facebook), you don’t have time to spend hours upon hours digging into the depths of Facebook’s Insights. Managing a Facebook Page is already a lot of work and it’s not the only job most of us have.  While I don’t recommend completely ignoring Facebook insights (at least once a month you should sit down and read through some of Jon Loomer’s posts and then dig into your analytics) on a day-to-day basis there’s a quick and fairly easy way to track the real engagement on your posts and see what is and isn’t working for your Page.

What’s the magic trick? Post Clicks!

If you’re skimming your Timeline on the new Facebook Page layout or on the mobile app you can click on the number of “people reached” and it will pull up all of the stats for the post. You can see reach, engagement, and actions (post clicks). If you can’t access this information from your Timeline or mobile you can jump into the Insights and click on “Posts” then click on an individual post to see these stats.

Whether you get there from a mobile device or your desktop, I want to talk about this “Post Clicks” stat. I’m not going to lie, this is my favorite insight because it makes me feel better about the engagement on our Facebook Page. At ShortStack we have 70,000 Facebook fans, yet on a daily basis at first glance our posts seem to get minimal interaction. We average about 5-10 Likes per post and a few shares here and there and minimal comments. As an admin these numbers are discouraging. But then I remember that these numbers aren’t telling me the true engagement on my posts! Yippee!!

The “Post Clicks” metrics seem to be the most confusing for people because they also contain the mysterious “Other Clicks.”  With any post you are going to see the Likes, Comments and Shares. You’ll also see the Photo Views, Link Clicks, or Video Plays depending on the type of status update you posted.  However, just because someone didn’t actively engage with your post through a Like, Comment or Share, doesn’t mean they didn’t take any action on your post. The number you want to look at is the “Other Clicks” number. This number is any post click that isn’t a Link click, photo view or video play. These clicks can include clicks on people’s names in comments, clicks on the like count, clicks on the time.

In a nutshell just because someone didn’t click on your specific post, if that post encouraged them to click anywhere else on your Page, you’ve done a good job! This is the easiest way to see how your posts are doing without spending hours digging into your Facebook insights.

The image below is a screenshot of a post we made showing designers how to make a little extra cash. From first glance it doesn’t look like it did that great; organic reach of 4,024, 6 Likes, 1 Shares and 0 Comments.

ShortStack Facebook Post Graphic Designers

But, when we dive into our insights we see a different story.  What we learn is that even though this post only received minimal Likes/Comments/Shares, it received quite a few clicks; 35 people clicked on the link itself and 166 people clicked somewhere else.

ShortStack Facebook Post Graphic Designers Insights

201 Post Clicks feels a lot better than 13 Likes, Comments and Shares! So next time you’re feeling down in the dumps about your reach, remember to look at your real reach! You can also check out our latest resource, 22 rules to remember to combat declining reach!

You can also use the “Post Clicks” feature to determine what content works best for your Page. By organizing your insights by Engagement you can look at posts that have similar reach and compare them.

I’ve done this with some of our posts. In the graphic design example above, the post reached 4,024 people. So for this study I looked at some other posts that reached that many people to see how they compare when looking at the Post Clicks.

Read More on ShortStack.com >>

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