For businesses that advertise on Facebook, it’s important to be able to determine the number of paid versus organic activities on your page in order to accurately measure organic growth. And since organic growth reveals successful tactics for building your audience, it can also be used to calculate your Facebook advertising budget.
According to Facebook, if someone views an ad for your Page and likes your Page several hours later, it’ll be counted as a paid like because it occurs within one day of viewing your ad. If someone clicks your ad and likes your Page several days later, it’ll be counted as a paid like because it occurs within 28 days of clicking your ad.
Some marketers urge brands to create new ad campaigns in order not to get overcharged for ads by Facebook.
Calculating Paid and Organic Likes
Paid and Organic Likes are broken down within Facebook Insight’s Like Sources which can be viewed within the Insights Tool, or the Insights data export, where the number of unique people that liked your page is listed by location.
There are three components of Paid Likes found within Like Sources: ads, mobile ads, and sponsored stories. The sum of these three components represent the total number of Paid Likes for your page. Organic Likes, page Likes that cannot be attributed to Facebook advertising, are calculated by subtracting Paid Likes from Total Likes.
Simply Measured’s Nate Smitha points out that the challenge of measuring paid ads and forecasting performance isn’t limited to Facebook Likes. Paid advertising also affects Engagement, Reach and Impressions.
To analyze Organic Likes further, try using SocialDraft.
Free Lunch is Over
Christopher Penn notes: “Facebook has made it abundantly clear that the free lunch of unpaid social media marketing using their service has come to an end; this ‘strategy pivot’ is punishing brand Pages repeatedly until they pay to reach their audiences.”
4 Tips to Maintain Low Cost Engagement
Penn has provided 4 tips to help maintain engagement and mitigate the cost of Facebook ads.
First, stop chasing Likes. Every 2 Likes you get is essentially a penny more you have to pay per post. Let people Like your page if they truly do like your brand, but stop asking them for Likes, and certainly stop paying Facebook for more Likes unless you’re prepared to pay again to advertise to that audience…every Facebook Like will cost you $1.82 in Promoted Post payments (at one sponsored post a day) to ensure that your new Like can consistently see what you’re publishing.
Second, you don’t have to necessarily pay to promote every single post. If you can’t afford to sponsor a post a day, consider sponsoring one every couple of days, paying only for the posts that are likely to generate the down-funnel activities you are trying to achieve. For example, you may not want to pay to promote a daily blog post, but you might want to invest in a post promoting an eBook or app download.
Third, supplement your Facebook marketing with other forms of digital marketing. Put a roundup of your blog posts in your weekly email newsletter. Share your best stuff on other social networks to ensure that it gets seen. Hop on new networks as you have time and resources to do so; newer networks are focused on audience building rather than immediate monetization.
Fourth, make some room in your marketing budget for Facebook if it’s still important to you. The bottom line is that the free ride is over on Facebook. If you want to play, you have to pay, so allocate budget accordingly. If you use our calculator, you’ll see what Facebook expects you to pay per day for the rest of this year.
The surest sign that social media has achieved maturity is that the free ride has come to an end. Expect more social networks to follow Facebook’s path. If you’ve been overly reliant on Facebook for your business, it’s urgent that you diversify as quickly as possible to other networks and other digital marketing tools that will help you save money – like Socialdraft.
How to Manage & Grow Your Social Media Accounts
Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:
Schedule posts to multiple Social media accounts
Monitor your online reputation
Have multiple people create and post content
and much more
If you’re curious about how Socialdraft works, take us for a risk-free trial.