Measurable Facebook Engagement

facebook engagementCurrently, there are over 1.5 billion active users worldwide engaging with friends, coworkers, family members, organizations and brands via Facebook. They’re spending about 20 minutes browsing through their news feed, responding to messages and comments, liking pictures, videos and statuses, and sharing their own content each time they log in. It’s no surprise that marketers have joined the Facebook bandwagon in an effort to grow their audience, share content and engage with customers.

According to Facebook, 42% of marketers believe Facebook to be critical or important to their business. In a recent article, Tom Edwards, vice president of digital strategy for The Marketing Arm, shared:

Facebook has stated that 88 percent of engagement happens in the news feed. Having the ability to create compelling in-stream experiences beyond driving to an app-based destination in Facebook has been a key strategic point of emphasis in 2013.

As of May 2013, 16 million local business pages have been created on Facebook. While it is crowded, both B2B and B2C companies really can’t afford to not create a business page. There is an expectation from consumers and other business people that you’re already there and, to be honest, your competition probably already has a page. But it’s not enough to simply “be” on Facebook. Your brand needs to use Facebook book effectively and try to be heard over the crowd.

Many organizations consider their number of “likes” to be an indication of their Facebook success or failure; however, this falls short of indicating engagement. It’s easy to like a page and never actually spend time on it. The number of comments, responses and likes on specific pieces of content (i.e., links, images, video, etc.) is a much better way to determine the effectiveness of your Facebook marketing strategy. But how can Facebook engagement drive revenue?

Right On Interactive’s (ROI) Customer Lifecycle Marketing™ solution allows marketers to score the Facebook activity of prospective and current customers and use the information to nurture leads, increase engagement and build stronger relationships. Marketers using the ROI platform are given one single view of the customer, including all lead scoring activity from social media, email marketing, events, meetings and other customer interactions.

Engagement score is one piece of the ROI 3D Scoring equation. Combine it with profile score and lifecycle stage, and you can have a 360 degree view of your contacts. This not only helps marketers reach the right people at the right time with the right message, but it can help shorten sales cycles and build lasting customer relationships. 3D Scoring is how you ultimately turn engaged relationships into revenue-driving streams.

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