Back in 2017 when I was trying to convince brands to do a partnership with my community, I faced a lot of difficulty. Every now and then, I thought to myself:
How to convince brands to do engaging, purpose led marketing campaigns in my community?
How to showcase people and brands, the power of my community?
How to set expectations of a brand on how much engagement a post or campaign can drive in my community?
And from there, I stumbled onto this question:
What is the power of doing a single post in my community?
In that exact moment, I knew if I had the answer to this, I would be able to convince any brand to partner with my Facebook group and showcase the power of my community in its full glory.
I immediately rushed over to my Facebook Analytics tab to find the answer to this question. But, I realised that there was no specific metric that tracks the power of a single post in my Facebook group.
Finally after a few weeks of critical thinking, I and my team were able to zero down on 2 mind-blowing metrics that measure the power of a single post in a community.
In the next few minutes,
- You’ll know about the 2 super awesome metrics of Convosight that I rely on to measure the power of each post
- You’ll understand every little detail about them and how to use them to showcase your community to any brand
- You’ll be able to measure the power of a single post in your community
So, without further ado, let’s dive right into them!
The 2 metrics that help you understand the power of a single post in your community are:
- Activity Score
- Conversational Volume
FYI: We have integrated both these metrics in Convosight. And, you can see them for your community the moment you install Convosight to your Facebook group.
Npw, let’s discuss each of them in detail.😊
What is Activity Score and what does it signify?
Activity score is the total number of engagements, i.e. total reactions + total comments on a post in your community.
For instance, the activity score of this post from one of my communities is 570 (368 reactions + 202 comments).
Just like this one, every post in your community has an activity score and there is an average activity score (or activity rate) of all these posts.
Have a look at the activity rate of Kids Nutrition and Recipes, one of my largest parenting communities.
The activity rate of 99 tells that across one month, the average activity score across all the posts in my Facebook group has been 99. Simply put, on an average I got 99 reactions and comments to every post I did in my Facebook group over the last one month.
This is the average of all posts. Some posts might have a higher activity score while others may have a lower score.
That said, it is the single most important metric to measure the health of your Facebook group. It tells me on an average, the number of people that will engage with one post in my group.
But, only understanding the total engagement across one post is not enough. We should also be able to break it down into:
- The number of reactions every post got
- The number of comments every post got
Because comments are the biggest indicator of engagement of people.
To know about the comments a single post received and derive the answer to our ultimate question, we look at Conversational Volume.
What is Conversational Volume and what does it signify?
It is the number of conversations that took place or the comments received on a single post.
It helps you understand the number of conversations or comments one post drives in your community.
To track the same, we look at the conversational volume, i.e. comments per post tab on Convosight.
Here’s the conversational volume for my Facebook group Kids Nutrition and Recipes.
The above bar graph shows:
- In the first week of July, every post of my group received 35 comments
- In the second week, every post got 27 comments
- In the third week, the number of comments on every post was 24
Now, these are the average number of comments received on different posts in a week. And naturally, the number of comments vary for each post and can be higher or lower than the average number.
Sharing a post from week one of July here. This one got 139 comments.
How to use Activity Score and Conversational Volume to understand the power of a single post in your community?
So far, we’ve understood:
- Activity score tells about the number of people engaging with one post in a community.
- Conversational volume tells the number of people inspired to talk or do a conversation on a particular post.
Now that we have these numbers, I’ll tell you how to use them.
You should track the activity score for every single post in your group. For the same, go to Post Trends in Convosight and you’ll see the top posts for the current month. Each of these posts has an activity score besides it.
Here are the top video posts along with their activity score for my group.
My group has an activity rate of 99. When I compare it with every individual post, I get to know if that particular post performed better or not.
For instance, the first video post has an activity score of 1135. It means that it attracted 11x higher engagement than average. Now, this is enough to tell me the scale at which my posts receive traction and how good my community is.
If I scroll down to see the top image posts, I see the activity score of the first post is 3806. It means that this post has performed 38 times better than an average post in my group. (Isn’t it amazing?)
Now, I can easily show brands this proof: If the posts done in my community are thoughtful and engaging, they will lead to a much higher engagement. Almost 10 to 30 times more than an average post! 🙂
Facebook doesn’t give you an activity score but you can get it as you schedule your posts through Convosight. Not only that, you can also track how better your post performed with the Post Analytics feature.
This is why we call our post scheduler the most powerful post scheduler for Facebook groups in the world! 😎
In the above image, the first post has an activity score of 596. And below, we are able to see that it got 555% higher than average engagement.
Besides, this feature also tells you what’s happening if you are meeting a suggested time or a suggested suggestion. Basically, we are trying to tell you across every post how good or how bad it is. This helps you experiment with every post and see its impact.
Remember, you can only see the activity score of those posts in Post Analytics which have been done through Convosight.
This is how you use data to understand the impact of a single post in your community and showcase to brands.
Now, the next steps:
- Start mapping the activity rate against each post happening in your community
- Start sharing with brands the right metrics so that they understand the true power of your Facebook group
When you yourself know all of this and tell a brand about the benefit of doing a post in your community, imagine how easily convinced they will be! And, you will have all the data points to set the right expectations.😊
That said, check out the activity score and conversational volume for each of the posts in your Facebook group and let me know how these worked for you. (For those who haven’t yet used Covosight, you can sign up here.)
I would love to hear from you all. You can drop in your comments or feel free to share your thoughts in my Facebook group, Growth and Monetisation for Facebook Group Admins where hundreds of community admins like you are discussing this and so much more about community building. 😊