Patrick Powers is an interactive media manager at Webster University.
Facebook Insights can provide a wealth of information about user demographics, traffic patterns and overall interaction. It’s one of the best tools around when it comes to measuring the value of a particular Facebook page.
But what about the other guys?
If a social media presence is to remain a cut above the competition it’s not enough to measure the performance of a single page. It’s just as important to monitor industry trends and know the competition.
What type of growth are competitors seeing on their respective pages? How much influence does a competing Facebook page really exude? What’s my institution’s Facebook page worth compared to those other guys?
There are a million questions one could ask but relatively few places to go and find the answers—at least without paying.
Here are five free services one might find helpful when it comes to measuring up against the Facebook competition.
Wildfire Social Media Monitor
The Wildfire Social Media Monitor application allows users to visually compare the growth of multiple pages and calculates growth rates for each page over a 7-day, 1-month and 3-month period.
It generates a slick graph and provides an embed code allowing users to place that graph wherever they like. The site also allows for the comparison of Twitter accounts and offers the opportunity to sign up for weekly alerts.
Klout has always been a great tool for measuring the online influence of Twitter users but last October the site added Facebook into the mix. On Facebook, Klout assesses how conversations and content generate engagement.
The analysis provided by Social Mention is a pretty all-encompassing one. While the site will pick up any mention of a brand on Facebook, it also scours Twitter, photobucket, YouTube and more. Subsequent scores rank strength, sentiment, passion and reach.
The HubSpot-powered Facebook Grader calculates a percentile score that incorporates the number of fans, the power of a network and the completeness of a page. It’s pretty straight-forward: A higher score suggests a higher level of influence across the web.
Social Page Evaluator
Calculating the ROI of any marketing endeavor traditionally assigns the effort a monetary value—the exact assignment the Social Page Evaluator attempts to make. The site offers two figures, the page’s current value along with its potential value.