12 Most Smart Steps to Optimize your Facebook Performance

12 Most Smart Steps to Optimize your Facebook Performance

Facebook now has more than 1 billion users and becomes more and more important for any brand, especially in the B2C sector. When you start off on Facebook, there are a few things you should keep in mind in order to come to an optimal brand representation — I have compiled a list of 12 points that are key to getting things right for your Facebook performance.

1. Setup your Facebook page

This is the start for any Facebook activity. The Facebook page will be the center of all your communication and this is usually always the first point where potential fans get in touch with you. Setting up a page is very easy and you can do it here.

2. Make sure your data is complete

After you have created your page, you must make sure that all the information entered there is complete and correct. Everything you put up on a Facebook page will be used when someone is searching for your brand either directly on Facebook or on other search engines like Google. Also with the new introduction of Facebook Graph Search, this will be even more important.

3. Setup an editorial calendar

In order to provide your fans/audience with good content, you need to setup an editorial calendar. In this calendar you plan your posts ahead for about 1-2 weeks. This makes sure that you always have content at your hand and that you can keep up with the right posting frequency. From what we have seen in the past, usually a posting frequency of 1-2 posts per day is good.

4. Play around with different post types

When planning your content, make sure that you play around with different post types likes photos, videos and plain status updates. Your readers will get bored when they see all the same layout and stories again. A good mixture of different post types makes sure that you also attract a lot of different characters.

5. Try to increase user engagement

Each of your posts should be engaging for your users. This means the posts should motivate the audience to click like or even comment on it. With all the latest EdgeRank discussions this is key to make sure that you get an optimized organic reach. The more that people interact with your posts, the more other users will see the post in their News Feed.

6. Use custom apps for further engagement

Once you have built up a base audience, you can use custom apps to intensify the relationship with your fans. This could be draws or competitions where the users can win something. You can also make sure that only fans of your page are able to take part in such competitions to motivate people even more to “like” your page. Most of the time, such apps will be integrated as a tab on the page.

7. Use Ads and Sponsored Stories to increase the reach of your posts

In order to further spread your page and content, you should use Ads and Sponsored Stories. By using Ads, you can bid on a CPC level and drive the traffic from these ads to different channels. You can either promote single posts (Sponsored Stories), your page in general or any other thing you like. This makes a lot of sense in order to drive traffic back to your website.

8. Use Facebook Insights to monitor your overall performance

Facebook Insights help you with analyzing your performance. You can see the most important metrics over time such as the number of likes/fans, reach and the “people talking about this” numbers. This gives you a basic understanding of how many people are seeing your content and if you have improved over time. It is more important to optimize the user engagement rather than just shooting for a very high fan number.

9. Analyze your posts on an individual basis

Within Facebook Insights, you can also analyze your posts on an individual level. You can see the engagement funnel (reach/engaged users/people talking about this) for every post, which allows you to really optimize your content. The table shows you which posts were most successful and you can see what post types and content actually got the most interactions. If you use this for optimizing your future posts, you should be able to get a huge increase of user engagement.

10. Find the right posting time

It is very important to optimize the timing of your posts. When is your target audience active on Facebook? Is it either in the mornings during the week or in the evenings on a weekend? By checking the success of your posts based on the posting time, you can easily see which times drive most of the interactions. Make sure you learn from this and adjust your posting strategy going forward.

11. Benchmark your performance against your competition

After you have checked your own statistics via Facebook Insights, it is important to also compare your performance with other pages in your sector. This gives you another view on the things and tells you how good you are in a benchmark with others. You can either do this manually by checking the pages of your competition (writing down fan numbers, ptat numbers, posts, etc.) or you can use automated tools for this.

12. Focus on the most important KPIs

In the end, it is very important to focus on the right KPIs. From the current perspective, it makes sense to concentrate more an the interaction of the users than just looking at the fan count. Make sure that you focus on only a few KPIs. It can be a lot of fun to look at 20 different metrics, but in the end this makes it very hard to optimize and also educate other people in your company. Decide on which are the best KPIs for your business and then go from there.

What do you do to optimize your Facebook performance? Do you focus on engagement or are you still shooting for big fan numbers?

Featured image courtesy of jenny downing licensed via Creative Commons.

Alex Peiniger


Alex is CEO and founder of quintly, a web based tool to track and benchmark your social media profiles. He drives growth and business development and manages the day to day operations of the company. Alex is also founder of deploydo, an application to take the pain out of the server deployment process for startups and agencies. On his personal blog he writes about different topics, including entrepreneurship, social media and web development.

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Great set of fundamentals that brings us back the most important and strategic approach to social media in general not just Facebook. Thank you for sharing.

Note: the link to setting up the Facebook page is takes you to an empty page. Will you please share the right link.

Will you please share some tools for point 11.

Thank you 

Alexander Peiniger
Alexander Peiniger

Good points, Steve. The basic rules seem so simple, but still many brands get it wrong ;-) 

Steve Birkett
Steve Birkett

Useful reminders, thanks Alex. Number 4 is often overlooked but crucial... even if you're just dropping a link in, the picture it pulls through is tiny and rarely eye-catching. That can be mixed up from time to time, by shortening the link to click within the post text and inserting a striking visual of your own. 

The Facebook Insights are also useful, especially the Excel file downloads which contain significantly more data than the dashboard within Facebook. Take the time to set up a structured Excel sheet for your key metrics, then just drop the FB data into your template. Well worth the time spent on initial set up, compared to what it saves over many months of reporting :-)