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How To Analyse Your Competitor's Facebook Page
How many times do you take a peek over at the Facebook Pages of your competitors and try to see what they are up to?
Have you ever wondered just how your business is comparing to theirs?
What would you say if I told you that there was a way, in fact a few ways, that you can actually see how your Facebook Page compares to them and then see that you can do to improve your performance.
I'm not talking about Facebook insights.
There are at least 4 different tools available that can be freely used, to help you gain a better understanding of the performance of your page, compared to others.
The Agorapulse barometer is a free tool which analyses your Facebook Page against other pages that also use this tool.
Covering a number of criteria such as engagement, reach and click through rate, it calculates the average percentage of your page compared to those with similar fan numbers.
Analysis is undertaken on the last 50 posts made.
When the syncronization is completed, the results are displayed for you and also sent to you via email.
By producing these very easy to understand snapshots, you can compare yourself to those pages of a similar size and then it will give you a sense of areas to work on. The best part is you can repeat this each month or whenever you want to get a feel for how you are tracking.
The results shown for your page are in black and the average is in red.
Here is an example of some test results.
Negative Feedback. Something we need to avoid. This shows the average percentage of fans who have hidden a post when it appeared in their newsfeed, hid all your page posts or even reported your update as spam. This is considered negative feedback.
Viral Reach. This is a great one to have increase. This shows the number of Facebook people who get to see the content you have shared. These people are actually not fans of your page yet see it because their friends or connections are and they have chosen to share or like your content.
Organic Reach. This shows the average percentage of fans and those not yet fans of your page, who can see your content when it’s posted.
Click-Through Rate. This shows the average percentage of people who clicked onto your link, your photo or video; the interaction with your updates.
Fans Reached. This reports the average percentage of fans who actually see your content in their news feed. When engagement is high (the next criteria) this tends to be high. The key to increasing this is to share content that is valuable and worthwhile that results in your fans liking, commenting or sharing.
Engagement. This shows the average percentage of Facebook fans that interact with your posts. This measure is is also used for identifying best post practices. i.e. the best time to post updates, the most engaging types etc..
People Talking About. This is the number of unique users who have interacted with a page in a 7 day period. Any action that generates a result to show in the news feed. Such as when they like a page or a post, comment on a post or share it, answer a question, check-in or even mention the page in a post by tagging it with the @ symbol.
Page Information: This covers off the basics such as page name, the category that you are listed under, whether or not you have a vanity url or username and also makes sure that you have filled out information sufficiently such as the about and milestones area.
Posts by Page: It then goes through an analysis of the posts on your Page and suggest improvements based on the following:
- Posts per Day: You need to post regularly every day on Facebook. One of the main reasons is that most people don’t see your posts and some posts may not resonate with your audience, so you need to post frequently.
- Posts per Type: It’s important to include a variety of post types on your Page. Pictures get a lot of engagement, but text-only updates recently started doing well on Facebook. The key is having a variety of posts.
- Average Length of Posts: Shorter posts typically do better than longer posts, so a post with a shorter text update is better.
- Curiosity: Questions get more interaction and the more interaction on the Page, the better it will perform.
LikeAlyzer is a free tool that helps you to measure and analyze the potential and success rate of your Facebook Pages and provides you with a detailed report and a list of any identified issues and best of all, tips on how to address these issues and much more.
All you need to do is enter your Facebook URL, and your page is given a rating out of 100 in comparison to other Pages and gives you some recommendations on how you can improve your Page.
The results are prepositioned with a green tick or a red cross, indicating areas where you need to look into:
Posts by Others: This assesses how well you respond to comments from fans on your page.
- Everyone can post to your timeline: Interaction on your Page is good, so it’s better if you allow people to post on your timeline.
- Posts by fan: Are fans posting enough on the timeline? You want fans to put up their own posts.
- Response Rate: How often you are responding; to all, some or none.
- Response time: How quickly you respond to interaction from fans. Fans expect you to interact quickly!
With the ticks and crosses, you can see at a glance what you are doing well at and where you can improve on.
The secret, though, is that as well as running a report for your own Facebook Page you can also run the report for a competitor’s Page and then do a comparison. If your competitor gets a higher score, you can see what areas they are scoring better in and get some ideas for making improvements.
You are also give results broken into 4 main areas.
Broadcasting: How frequently the Page initiates conversations - this covers status updates, publishing content, sharing images or simply asking questions.
Response to Fans: How well the Page responds to posts from fans. Participating in conversations is seen as adding value to the Page.
Virality: How viral the Page’s content is, in terms of both the quantity of responses and the quality of the responses.
Fan Love: How popular the Page is with Facebook fans, and more importantly how active they are.
If you run this tool across your own page, and then that of your competition, you can see exactly where you stand and how well you are really doing.
In addition, CScore also lets you look at the top scores for other businesses listed in the same Facebook category as you, so you can see how your Page compares against the best in your area. Just click on the Leaders tab to the right of the scoreboard.
Are your competitiors visible in the leaders board?
Conversation Score (CScore)
CScore is a free tool that allows discover performance of any Facebook Page. To run the report, just enter your Facebook Page name or your one of your competitors.
The difference with this tool is that it determines the success of a Page as opposed to its popularity. When the results are ready, you will notice that you have been given a title ranking.
The title ranking are:
- Viral Wonder. Fans and friends of fans tend to share or comment on the content a lot.
- Broadcaster. Shares a lot of posts with fans on a daily basis.
- Conversationalist. Listens and responds to fans and tries to strike up conversations.
- Fan Favorite. A very popular Page that is growing rapidly and has a high percentage of active fans.
- Starter. This is the lowest grade and is generally given to a new Page with very few fans and updates.
Simply Measured is the only one of the tools discussed here that provides for a range of reporting for Facebook, Twitter and other social networks however you need to join; you can choose to signup for a free 14-day trial.
If you are not sure, they give you the option to get a free report of one of your social media platforms, in exchange for a 'like', 'tweet' or other non-monetary exchange.
There are 17 different free reports that you can have prepared for you; you can only select one however.
For example, if you want to delve deeper into your twitter page you can see who your followers are and what they care about. If you prefer Facebook, your report can cover your fan base, your insights, your competitors or even analyse your content. If you prefer Pinterest, Google+ or LinkedIn there are reports available for you too.
I would recommend popping over to this page and taking a look at the reports avaialble and trying one out on a social media platform that you may be using, not so well, but you know you want to lift your game on. They really do provide for detailed information.
The best part of these tools are that they give you an insight into your selected page in a way that you may not have contemplated considering. And where possible take a sneak peek at your competitors. It is all above board. Remember they may be looking at you too.
This is just a selection of tools available. Many others require payment however I do not necessarily believe you need to pay when you are starting out.
What do you think? How do you track your competitors on Facebook, Pinterest, Twitter or LinkedIn?
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