Yesterday, AllFacebook.com’s Nick O’Neil introduced Facebook’s new Post Quality Score metric for pages. According to Facebook, this is a “score measuring how engaging your content is to Facebook users.” So, the higher the Post Quality, the better your fan page is performing in terms of engagement.
For those unaware, Facebook gives the owner or administrator of a fan page access to key analytical data such as Pages Views, Total Interactions, New/Removed Fans and now, Post Quality Score. With Post Quality Score, Facebook is giving the page administrator a tool to quickly gauge their brand’s involvement and their fanbase’s corresponding reactions.
When interesting content is created and posted on a page, fans have the opportunity to comment, like it, and write on the page’s wall. When fans interact with a certain status update, event add or note, they are simultaneously giving feedback and spreading the word. The post they interact with has a chance to gain buzz by being published on the fan’s News Feed, where their friends will see it.
Post Quality a great measuring stick for success because it takes into account the engagement levels of fans within a strict time period (7 days) and compares activity to similar pages with a similar number of fans.
For Carrot, this new metric comes in very handy. It will quickly show us how our clients are doing when interacting with their community, and the historical data will give us insight when stepping in on a new account. In the instance that a client has a low PQS, we can help guide them to more seamless, welcomed interactions with their fanbase. If a client has a high PQS, we can rest assured that they “get it” and that we’re doing our job well and meeting our client’s digital strategy needs. The goal, of course, is to always facilitate an opportunity for the most positive interactions, thus raising the PQS.
With Post Quality Score, Facebook gives administrators a chance to gauge perfomance and plan in a timely manner. When it comes to monitoring social media and proving ROI, this new metric is another step in the right direction. Hopefully more useful insights like this will become available from Facebook and other social networking platforms down the road.
