Peer endorsement will always have its place in marketing. From literal word of mouth in the earliest human civilizations (anybody know where I can get a decent omer of barley around here?) to now what’s sometimes called word of mouse, which happened about 2.5 minutes ago when I was checking Amazon reviews for organic barley powder—“tastes like fresh-mowed grass” & rated 4.9 outta 5 stars, in case you were wondering.
If you manage one of the 15 million Facebook pages that are in existence for various business and organizations, then you’re probably familiar with the new Facebook Insights dashboard that was launched this past summer. It illustrates a broad range of data points to help apartment marketing professionals monitor their reach and refine their approach to the ubiquitous social platform, including some key indicators of our Facebook marketing sweet-spot: Friends of Fans.
Friends of fans (FoF’s) are of course the connected “friends” of people who have already “liked” your business page (most likely residents). When your community’s posts are viewed by those friends of residents, it’s essentially word of mouth—Those connected friends are exposed to your message through their personal relationship to people who are already engaged with your message. You’re able to gain this added exposure to a relevant audience when Facebook’s algorithms recognize your posts as popular through clicks, “likes”, “shares”, and comments, the sum of which is referred to as engagement. (Or you can pay for added exposure among friends of fans through different promotions.)
That’s right, people. You can compare your fan/non-fan viewership ratio with this handy drop-down option. By hovering over the reach figure for individual posts, you get specific numbers on individual posts; and I also like to select the “Likes / Comments / Shares” drop-down option for a breakdown on each of those specific indicators. By comparing the effective reach of different types of posts, we’re able to refine our approach to the Facebook content we publish and determine what works best for potentially reaching residents’ friends.
If you’re doing contests on Facebook, how well are they reaching FoF’s? Do you reach more people with posts specific to your community, or general shareable content? How well are your paid promotions reaching non-fans? … Just a few of the questions to explore when you delve into Insights with your FoF’s in mind.