Post Clicks, Other Clicks Are Important Metrics for Facebook Page Admins, Too

ShortStackPostDetails650When Facebook page administrators monitor the performance of posts on their pages, they tend to focus on likes, comments, shares and reach, but ShortStack CEO Jim Belosic urged admins not to forget about post clicks, and even other clicks.

Belosic wrote in a blog post:

Whether you get there from a mobile device or your desktop, I want to talk about this “post clicks” stat. I’m not going to lie: This is my favorite insight, because it makes me feel better about the engagement on our Facebook page. At ShortStack, we have 70,000 Facebook fans, yet on a daily basis, at first glance, our posts seem to get minimal interaction. We average about five to 10 likes per post, a few shares here and there and minimal comments. As an admin, these numbers are discouraging. But then I remember that these numbers aren’t telling me the true engagement on my posts! Yippee!!

The “post clicks” metrics seem to be the most confusing for people because they also contain the mysterious “other clicks.” With any post, you are going to see the likes, comments and shares. You’ll also see the photo views, link clicks, or video plays, depending on the type of status update you posted. However, just because someone didn’t actively engage with your post through a like, comment or share, doesn’t mean they didn’t take any action on your post. The number you want to look at is the “other clicks” number. This number is any post click that isn’t a link click, photo view or video play. These clicks can include clicks on people’s names in comments, clicks on the like count or clicks on the time.

In a nutshell, just because someone didn’t click on your specific post, if that post encouraged them to click anywhere else on your page, you’ve done a good job! This is the easiest way to see how your posts are doing without spending hours digging into your Facebook insights.

Page admins: Do you ever focus on post clicks and other clicks when evaluating content on your pages? David Cohen is editor of Adweek's Social Pro Daily.