Measuring your success on Facebook by counting the number of ‘likes’ your page has is a pointless endeavour. ‘Likes’ are vanity metrics, and can distract from what is really important – are your fans engaged with your page, and does it drive meaningful activity?
ActionSprout looked at over 9,000 non-profit Facebook pages to set benchmarks for engagement. I’ve pulled out the stats for the 10k – 100k follower count pages above; most Irish charities fall into this bracket, with a few notable exceptions. It’s quite a broad cohort but it at least gives you something to look at and measure against.
If you’re finding that you’re falling way short of this, it should give you some useful evidence that your organisation needs to trial some new content approaches on Facebook.
|See the Infographic|