An undeniably important facet of a successful campaign is a great Facebook Page. Knowing what kind of posts work best and knowing how to read and interpret the information provided by Facebook Insights will help your marketing team analyze its work, record progress and adjust your social media marketing campaign accordingly to create the largest impact possible.
Facebook recently re-vamped the Insights feature, adding a critical facet called Virality. Facebook defines Virality as “the percentage of people who have created a story from your Page post out of the total number of unique people who have seen it.”
After liking, commenting on, or sharing your post a user makes that interaction stream to their friends Newsfeed. According to Facebook, the average user has 130 friends and that means a lot of potential new customers will see your content. Virality represents all users who advertised your page in that fashion.
I used the Virality data from a social media campaign that we recently launched for a AAA video game title to better understand what types of posts are viral. I studied each post over the course of a month and placed them into five categories...
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