XYZ Company, a heating and cooling company located in Western Massachusetts, is a new business that has taken on the social media world. I think taking a good look at the analytics provided for the week of March 11, 2015 for XYZ’s Facebook page will show that the small HVAC company has a lot of potential.
With XYZ being a new company, I greatly applaud their engagement activity. As you can see below, in this particular week they are consistently increasing likes as well as their total reach each week over. For having less than 200 page likes, the engagement level for this growing company is rather impressive.
My views of XYZ’s Facebook analytics is that the company is growing on social media. I can see from their recent posts that they are currently running a special, but even without this special I believe that they will continue to increase in likes and the amount of people their posts reach for several weeks just due to the fact that they are new to the Facebook community. Chances are they already have several fans outside of social media, it just takes time for these fans to discover companies on Facebook and actually like their page.
Facebook’s analytics show that XYZ Company’s Facebook page reaches more men than women, but it’s liked by more women than men. These statistics are always important to consider so that the company knows who to gear their posts more towards. Age and location are always important also, and as expected, the majority of XYZ’s fans are 26+ years old and in the immediate Massachusetts area.
Now, onto XYZ’s actual Facebook post.
On February 27th XYZ posted “March Mini Split madness is here!…” and hit a maximum reach of 3.5k people. They again followed up with a similar post on March 15th but only received a reach of 731 people. What should be noted though is that even with the reach being a fifth of their first post, they still had some of the strongest engagement numbers over many of their other posts. Clearly this March special they are offering is a big deal, and it gains a lot of attention. XYZ should make note of this for the future. If the announcements of specials and giveaways continues to yield high engagement numbers and reach, it could pay off for them to continue marketing in this way.
One great thing that XYZ Company can take away from this breakdown is that the majority of their page likes come from ads, therefore that part of their IMC campaign is definitely working. But there is only one time that someone found their Facebook page from an external site. This is great information! This means that XYZ Company has the ability to increase how people find their Facebook page, and the ways to do so are infinite. In addition to their Facebook page, XYZ Company is active on Twitter, Google+, and Yelp. They could use these sites, as well as their main website, to cross promote and increase the amount of external referrals. XYZ Company also markets their business with direct mail, which they could consider adding social media icons on to let their current and potential customers know they can be found on social media. Email blasts, as well as banner ads promoted strategically on other websites (local newspaper website, radio websites, etc.) could also link to XYZ’s Facebook page and help to increase these numbers as well as overall page likes.
Overall, XYZ Company is on the right track. The first thing they should focus on is increasing the number of page likes they have. The more page likes XYZ Company has, the stronger the company will look and the more likely their SEO will increase as well. An article on Meltwater.com points out some of the best ways to increase Facebook likes for a new business. The number one thing they say about increasing likes is “to achieve success on Facebook you need a community” (source). XYZ Company is already following a lot of these suggestions, such as posting quality content that is relative to their company and running a contest, but they should also be sure to interact with similar businesses on Facebook as well as ask their current friends, business partners, and customers to like their page.
With more page likes comes increased engagement. Setting social media goals should definitely be a priority for XYZ Company. Whether this goal be to increase reach to 5000 people, or to hit 500 page likes by the end of the year, striving for these goals will only help boost how strong their Facebook page is, and probably their other social media channels as well. An article by Constant Contact suggests that using a Facebook business page can help small businesses get discovered by their next big partner/customer, therefore using Facebook strategically is critical XYZ Company, and I think they are definitely on the right track (source).