You Have Fans, but Low RQS (Sadzies!)
Over the past few years, you have been in more than one meeting about how to drive more “likes” to your Facebook page. As we know, getting people to “like” your page/brand is one thing, but getting them to engage is yet a very different story. We consistently remind clients that one goal (and, from our POV),one of the most important goals) for increasing Facebook fans is finding both quantity and quality.
To aid our clients in understanding how their Facebook page (as well as other social efforts) are performing beyond just the number of fans, we use an SQS (Social Quality Score) – and yes… yet another term… (sigh).
There are four different metrics which are typically evaluated to determine your SQS:
- Number of Fans: Fairly straight-forward definition here; simply the number of fans on your Facebook page
- Growth: It is possible that your Facebook fan page sees spikes in new fans when you have a special promotion/marketing push. This should be expected. However, what type of growth do you have during non-promotional/marketing times? More importantly, when mapping out your fan growth month over month, is your percentage of fan growth increasing or decreasing? A consistent non-promotional/marketing fan growth is optimal in showing how consumers feel about your brand.
- Engagement: A basic measurement here is how many posts are made on average in response to your postings and how many posts do your fans make independently of your efforts
- Positive interaction: Of posts generated by your fans, what percentage are positive?
Now, how to calculate your RQS:
Well, we cannot give you the entire formula of course! However, by assigning weight and index against each of these metrics you will obtain your SQS score.