If you’re managing your food truck’s business Facebook page, how are you gauging the success of your efforts? If it’s simply the number of Facebook likes your page has, the following article is worth reading.
The value of measuring what is and what is not working in your mobile food businesses social media marketing strategy cannot be overstated, especially in areas such as website SEO conversion where goals can sometimes get muddy. So when it comes to evaluating the success of your Facebook strategy, we want to be sure that you’re measuring those efforts correctly.
Why Use “Likes” as Your Default Metric
Why? That’s simple…it’s easy. For many food truck owners using organic (not bought) Facebook likes as the key measurement is a no-brainer. And on the surface, it does seem like the right answer. But your Facebook’s success shouldn’t be boiled down to simply how many people have “liked” your food truck’s page.
What Else Can You Measure
Revenue is certainly the one that should interest you most. Granted, it’s not easy to calculate revenue when it relates to social media. However, social media can be used as a way of driving traffic to your website where some food truck owners sell products, show upcoming parking locations and provide contact forms for catering opportunities; all of which can add to your mobile food company’s bottom line. These actions, by the way, can be accurately measured against your Facebook page as a referral source of traffic in Google Analytics.
Conversions that happen on your website as a result of social media traffic, though, are just one good way to measure success. Other metrics include time-on-site, pages viewed, return visits, and participation on your Facebook page.
Are Facebook Likes Important
It’s not wrong to want to have your food truck to be liked; we all want more Facebook likes, the same way we all want more visitors to our site, more customers at your service windows and more subscribers to your email list. But getting hung up on a single number is never good for measuring all the different kinds of work you put into your food truck business, social media included.
With all that said, please feel free to “like” Mobile Cuisine…we do use our likes as a metric of our social media strategy.