Social media and especially Facebook have brought a series of new metrics that are part of every marketing action. Indeed, nowadays marketers live immersed in the era of like, follow and engagement. Until now, everything looks normal; however there are some metrics that have disappeared with no rational reason and which still might remain relevant.
If we look back a few years ago, one of the key metrics that was present in every campaign or marketing action was frequency. However, nowadays it seems that no oneis talking about it anymore. Frequency was traditionally associated to “Opportunity to See” and it was stipulated that brands needed at least 5 OTS to achieve a decent impact. It’s true that times have changed and advertising has become less and less effective but frequency in social media should still remain important. Obviously, we are not referring to any Spam practice because we all know that over-impacting is one of the most important causes for fan / following abandonment. Instead, we are talking about Frequency as a metric to measure fan / following retention. Keep in mind that retention is always more cost effective than acquisition, above all in social media that is starting to show signs of maturity.
“FAN RETENTION: How often do fans interact with this Page? It would be great to have many fans that like and comment regularly”
At GolinHarris, we do use tools to be able to measure Frequency and therefore have a say on how often fans / followers interact with a given Facebook or Twitter page. At the end of the day, communications is longer about one big shoot but having many fans that like and comment on a regular basis. What is the percentage of your fans / followers who engage with your page more than once?
Source: GolinHarris blog Asia