Most of you will have a Facebook Page for your hotel/business, but you might not be measuring some of these metrics mentioned below…

Fans

Quite obviously, the first metric that you probably all monitor are fans, or as Facebook now has it, “likers”.

Your fans are your number one thing, and you can say you have a very qualitative approach to your Facebook page, but 1,000 fans didn`t help much (well, unless they are B2B customers and each one is buying your product).

What we typically calculate on top of just fan numbers is what we call “country reach”, which is the number of fans divided by the number of Facebook users in that country.

This way you can compare different pages across different countries. We have compiled top charts of brands and media companies on Facebook, and we publish that free to everyone.

For example, check out these top brands in the UK.

Engagement

The second most important metric is engagement. The more engaging content you publish, the more engaging your Facebook page will be. Simple, right? Well, not all marketers do follow and monitor engagement metrics, and some have no idea how fans engage with their brand.

The best way to measure engagement is monitor the number of interactions per post, and ideally divide it by the number of fans, that way you get a number that is comparable across multiple Facebook pages with different fan numbers.

The engagement rate in the sample below is calculated like that, with an average across all posts the Facebook page has done. A good average engagement rate is above 0.1%, a great engagement rate is above 0.3 – 0.5%.

Content

Third most important is content. This is technically not a metric, closely related to engagement, but something you should be watching.

Companies often don`t monitor anything regarding content, and don`t measure engagement of different types of content, and what works.

Some brands just post links all year long, and don`t realise that if they were posting better content, consumers would engage with them a lot more. I personally call this part social media listening.

You need to first listen to your fans and see what they engage with, see what your competitors fans engage with, and then act upon it.

Read more of this story at econsultancy