1. socialmediaexaminer.com
http://www.socialmediaexaminer.com/how-to-compare-your-facebook-page-with-the-competition/
How to Compare Your Facebook Page With the Competition
By Ian Cleary
Published May 16, 2013
Are you wondering how your Facebook Page compares to competitors?
What can you do to improve your perf ormance?
Insights into how your competitors are using Facebook can help you better
understand your audience on Facebook and how they use Facebook.
In this article, I’ll review 5 different tools that can be used to help you
compare your Facebook Page against competitors and identif y tactics to
help you improve your Facebook marketing.
#1: Compare Your Statistics WithAgoraPulse Barometer
AgoraPulse provides a f ree tool called the AgoraPulse Barometer, which perf orms an analysis of your
Facebook Page and compares it against other companies’ Pages (that also used this tool) that have a
similar number of f ans.
The Barometer calculates the average percentage for several criteria based on your last 50 posts.
The resulting report shows the score f or your Page in black compared with the average score in red f or
other Pages that ran this assessment.
Inf ormation provided in

2. The table gives an assessment of your Page compared to other Pages with a similar fan
count.
Inf ormation provided in
the chart above includes:
Fans Reached. This is
the average number of
f ans who receive your
content. Facebook
generally shares your
content with a small
percentage of f ans unless
you have a very engaged
community. The key to
increasing this f igure is
having a community that
comments, likes or shares
your posts.
Engagement. This is the
average percentage of
users who’ve seen your
post and then either liked,
commented, shared or
clicked on the post. If you
focus on increasing this
figure, it will help your
Page signif icantly.
People Talking About .
This is similar to
engagement, but doesn’t
include people who clicked on the post, so it will always be lower than engagement.
Negative Feedback. This is the average percentage of users who gave negative f eedback by hiding a
single post, hiding all Page posts or reporting a post as spam.
Viral Reach. This is when people who are not f ans get to see the content you shared. This could be
because the content gets shared out by your f ans to their f riends.
Organic Reach. This is the average percentage of f ans and non-f ans who see your content when it’s
posted.
Click-Through Rate. This is the average number of people who interacted with your posts by watching a
video, clicking on a photo or listening to an audio f ile.
As well as the above table, there is a drill-down provided, which compares some of your Page’s statistics
against the average achieved through other people who ran the Barometer report f or their Page.
Monthly Organic Reach.

3. You can view a breakdown of each area in graphical form.
Monthly Organic Reach.
Percentage of people who
saw at least one post on
your Page over a month.
Monthly Viral Reach.
Percentage of f riends of
f ans who saw at least one
post as a result of their
f riends either liking,
commenting or sharing.
People Talking About
This (monthly). Your f ans
who liked, commented or
shared at least one post
over a month. This
excludes viral or paid
reach.
With AgoraPulse
Barometer, you can
produce a very easy-to-
understand summary
report of your Page’s
performance, and
f ocusing on how you
compare against
competitors helps you
strive f or improvements.
#2: Score Your Page
Using LikeAlyzer
I covered LikeAlyzer in
more detail in a previous
article, but it’s still a tool
that I f ind is very popular
due to its simplicity.
LikeAlyzer gives you a rating out of 100 in comparison to other Pages and gives you some
recommendations on how you can improve your Page.
The f ollowing shows the type of report that LikeAlyzer produces.
Here are the dif f erent

4. LikeAlyzer provides you with a very easy to understand assessment of your Page.
Here are the dif f erent
areas it reviews:
Page Information. It will
check that you have f illed
out inf ormation on the
Page with suf f icient
details such as the
website name and some
milestones.
Posts by Page. It will go
through an analysis of the
posts on your Page and
suggest improvements
based on the f ollowing:
Posts per Day. You
need to post
regularly every day
on Facebook. One of
the main reasons is
that most people
don’t see your posts
and some posts may
not resonate with
your audience, so you
need to post
f requently.
Posts per Type. It’s
important to include
a variety of post
types on your Page.
Pictures get a lot of
engagement, but text-
only updates recently
started doing well on
Facebook. The key is
having a variety of
posts.
Average Length of
Posts. Shorter posts
typically do better
than longer posts, so
a post with a shorter
text update is better.
Curiosity. Questions get more interaction and the more interaction on the Page, the better it will
perf orm.
Encourage to Like. If you encourage people to like a status update, they are more likely to click like.
For example, saying “Click like if …” f ollowed by a statement works well. You don’t encourage clicking
like with every status update, but you should consider using this occasionally.
Posts by Others. This assesses how responses f rom f ans are dealt with.

5. Enter the name of the Page you want to analyze.
Everyone can post to your timeline. Interaction on your Page is good, so it’s better if you allow
people to post on your timeline.
Posts by fans. Are f ans posting enough on the timeline? You want f ans to put up their own posts.
Response time. This is how quickly you respond to interaction f rom f ans on a Page. Fans expect
you to interact quickly!
You can see at a glance what you’re doing well, but more importantly it draws your attention to the areas
you need to f ocus on.
As well as running a report f or your Page, you can also run the report for a competitor’s Page and
then do a comparison. If your competitor gets a higher score, you can see what areas they are scoring
better in and get some ideas for making improvements.
#3: Find Out Who Wins With Fanpage Karma
Fanpage Karma is a paid tool that provides a f ree version that allows you to do a fairly detailed analysis
of your Facebook Page and a comparison with your competitors.
Start by entering your Facebook Page name or the Page name of your competitor and click on the button to
get f ree insights.
When you run the report,
you see an initial table f or
Key Perf ormance
Indicators (KPIs). This
gives an initial
assessment of the Page
based on certain metrics
and provides an overall
Page perf ormance score.
The criteria the Page is
assessed on include:
Fans. Total number of
f ans of the Page.
Growth. Growth of f ans
over the previous month.
Talking About . Fans on

6. Overall summary of the Page’s key performance indicators.
This shows you the average length of posts and the post types. You can also click on the
circles and see what the post was related to.
Talking About . Fans on
Facebook who are
interacting with Page
updates.
Ad Value. The cost to
reach these f ans in a
month if you were using
paid advertising. (This is
calculated based on the
industry average cost
(CPM) f or online
advertising.)
Posts per Day. Average
number of posts per day.
Response Rate. How
many Page posts made by
f ans get a response f rom you.
Response Time. How quickly you respond to f ans.
Post Interaction. The average number of comments, likes and shares compared to the number of f ans of
your Page.
Karma Level. A weighted engagement f actor where shares are valued more than likes. (This is not related
to number of f ans.)
Page Performance. This is calculated using a combination of the growth of f ans and engagement and is
scored out of 100.
A more detailed analysis of the Page is also provided that contains many interesting graphs.
Here’s an example of one of the graphs from each section.
Content. Overall details related to the content including a posting history, details of the strongest and
weakest posts, details of interaction on all posts over that period, most f requently used words and links
and a graph of the average length of posts.
Times and Types. This
shows what, when and
how of ten posts were
added to the Page, the
best engagement by time
of day and details of
posts by post type.
Influencers. Who are the
most active f ans, where
do they come f rom and
which other Pages are
they most active on? This
is very usef ul to see
which of your
competitors’ fans you
should target!

7. Find out when is the best time to post.
A breakdown of fans by country.
Fan Posts. Indicates the
most popular f an posts
on the Page; that is, the
ones that got the most
reactions. It also indicates
the percentage of f an
posts that the Page
responded to, as well as
how quickly the Page
reacted to those posts.
Ad Value. The cost of
reaching the same number
of f ans if you used paid
advertising. This is
calculated using the
industry average cost per
thousand impressions
(CPM) f or online
marketing. If you upgrade
to the premium version,
you can get a more
accurate analysis of your
actual spend on
advertising compared to
the visibility you are
getting organically.
History and
Benchmarking. Provides
details on the historical
perf ormance of the Page,
so you can see how it has
perf ormed over a certain
period of time. You can
also compare the Page’s
performance against
other Pages in the same
category and Pages of a
similar size.
You can also run a side-
by-side comparison with
another Facebook Page.
Just select the option to
compare two f an Pages.
Once you enter the two
Pages you want to
compare, Fanpage Karma
will display a detailed side-
by-side analysis.

8. Percentage of posts from fans that the Page commented on.
Shows the equivalent value of these posts if you had to pay for them using online advertising.
by-side analysis.
The initial chart displayed
is an overview of the
perf ormance f or each of
the Pages. From this you
can pick out very
interesting
comparisons.
For example, in this
comparison, one Page has
a 6.4% engagement rate
compared to 0.3% on the
other Page. This means
signif icant perf ormance
improvements are required
f or the Page with the 0.3%
engagement.
The more detailed
comparisons that f ollow
show graphs on areas
such as the breakdown of
post types.
What’s interesting is that
the Page with a much
higher engagement is
sharing signif icantly more
pictures than the Page
with a very low
engagement rate. This is
enf orced f urther by the
engagement matrix, where
you can see that this Page
has the most engagement
on pictures, so it is clearly
capitalizing on that.
The Posts per Day graph
shows the distribution of
posts each day, so you
can see which days are

9. Details of how many people are interacting with the content.
Select the option to compare two fan Pages and enter their Page names.
View an overall summary of performance of both Pages side by side.
can see which days are
the most active for each
Page, while the posting
f requency gauge shows
how of ten there are posts
to the Page.
Here you can see a drastic
dif f erence in the
f requency between these
Pages. While one Page
may not be posting
enough, the other Page
may be posting too much.
In addition to the side-by-
side comparison with one
competitor, you can also
do some benchmarking
against a range of
Pages. You simply add
multiple Pages to your
dashboard as shown here.
The top section shows
you a direct comparison
on each Page’s KPIs, but
if you scroll down you can
do some f urther
comparisons.
For example, Perf ormance
Benchmarking is where
you can compare how
your Page is developing
and growing compared
to the competition over
a period of time.
For each report, you can
choose what inf ormation
is displayed, and you can
even download the
report to Excel f or use in
your management reports
or presentations.
#4: Are You a
Conversationalist?
CScore is a f ree analytics
tool that does an analysis

10. View an analysis of the type of posts each Page is using.
tool that does an analysis
of your Facebook Page
and then categorizes and
scores it based on the
behavior of your Page.
To run the report, just
enter your Facebook Page
name or your competitor.
CScore looks to determine
the success of a Page as
opposed to its popularity,
and f ocuses on 4 things:
Broadcasting. How
f requently the Page
initiates conversations;
f or example, posting
updates, pictures, videos
or simply asking a
question.
Response to Fans. How
many posts the Page
responds to. This includes
responses to comments
that someone made on a
post or it can be a
response to a f an’s post.
Participating in
conversations is seen as
adding value to the Page.
Virality. How viral the
Page’s content is, in terms
of both the quantity of
responses and the quality
of the responses.
Fan Love. How popular
the Page is with Facebook
users (i.e., f an count and
active f an ratio). While the
f an count is taken into
account, it doesn’t get as
high a weighting as the
other areas when
determining the overall
score.
Here’s a sample report
that was run on Kim

11. View competitor comparison within a dashboard.
View comparison of key statistics between Pages.
Garst’s Page. Kim always
has a lot of engagement
on her Facebook Page
and posts very regularly.
You can see f rom the
chart that 53 out of the
last 100 posts contained
images.
Kim strongly encourages
interaction on the Page
and because of this, she
is listed as a
Conversationalist. In f act,
based on the last 100
posts on her Page, she
participated in 46% of the
posts. With a high score
of 85 out of 100, it is clear
that Kim’s Page is doing
well.
However, to know how
well you are really doing, it
is always good to
compare your
performance against
your competitors. You
can run the report on
any number of Pages.
In addition, CScore also
lets you look at the top
scores for other
businesses listed in the
same Facebook
category as you, so you
can see how your Page
compares against the
best in your area. Just
click on the Leaders tab to
the right of the
scoreboard.

12. Export reports to Excel where further filtering is made available.
Just enter the Page name to do an analysis.
scoreboard.
In the chart below, Kim’s
Page just happened to be
considered one of the top
Pages in the “Business
Person” category. Of
course the comparison is
only done against other
Pages that also analyzed
their Page using CScore.
Pick people on the list who
have a higher or lower
score or are categorized
dif f erently. Look at their
reports more closely and
see why that is.
At the moment, the
dif f erent designations
within CScore include:
Viral Wonder. Fans and
f riends of f ans tend to
share or comment on the
content a lot.
Broadcaster. Shares a lot
of posts with f ans on a
daily basis.

13. Each Page is categorized and rated.

14. A comparison of other people within the Business Person category.
Conversationalist. Listens and responds to f ans and tries to strike up conversations.
Fan Favorite. A very popular Page that is growing rapidly and has a high percentage of active f ans.
Starter. This is the lowest grade and is generally given to a new Page with very f ew f ans and updates.
If your score is low and you want to improve it, you can connect CScore to your Facebook Page to get
some recommendations for content.
When you connect, you

15. Log in via Facebook to get suggestions for content to improve engagement.
Browse recommended content and choose to post immediately or add to the queue for later.
When you connect, you
are brought to
Recommend.ly, which is a
tool that recommends and
posts content to your
Page or prof ile.
Once you f ind something
relevant to your Page, you
can then select one of the
updates, change text if
required and post it to
your Page immediately.
This can also be added to
a smart queue where
Recommend.ly will pick the
most appropriate time to
post the update.
While I really like the idea
of this tool, I did f ind it
dif f icult to get good
relevant content
recommendations f or my
business Page.
#5: Compare Your
Facebook Pages
Using Simply
Measured
Simply Measured is a
powerf ul reporting tool
that provides a wide range
of analytic reports f or
Facebook, Twitter and
other social networks.
Instead of of f ering a
signup f or a f ree 14-day
trial, Simply Measured lets
you get a taste of what they can provide by giving you access to a set of f ree reports.
One of these is a competitive analysis report, which enables you to compare your Facebook Page
against up to 9 other Pages to assess how well you are doing.
Select Free Tools f rom the menu at the top and choose the option for a Free Facebook Competitive
Analysis Report.
For this report, you can

16. Select from a wide range of free reports to get started and see what Simply Measured can
provide.
Enter the names of all the Pages you want to run the report on.
For this report, you can
enter up to 10 Pages
that you want to
compare, including your
own Page. Af ter entering
all the Pages you want to
run the report f or, click
Continue. While Simply
Measured provides the
report f or f ree, they do
ask you to like their
Facebook Page to
continue.
Depending on the number
of Pages you are
comparing, it can take a
while f or the report to
generate. Theref ore, you
are asked to enter your
email details so you can
be notif ied once the
report is f inished.
Once the comparison is
complete, Simply
Measured provides you
with a very visually
appealing and usef ul set
of graphs f or you and
your competitors.
Here is a breakdown of
each subsection in the
report.
Competitive
Leaderboard. A side-by-

17. Leaderboard. A side-by-

18. Leaderboard. A side-by-
side comparison of the
key statistics f or all the
Pages.
Overview. An overview of
the perf ormance of the
Page, including details
such as a comparison of
f ans, f an engagement and
people talking about the
Page.
Engagement on Admin
Posts. Details on how
much engagement posts
were getting f rom f ans.
Are f ans liking,
commenting or sharing
your posts?
Community Health
Details. Details on how
responsive each Page
owner was to f an
comments. Ideally you
want to be very
responsive to f an
comments as this
encourages more
comments.
Content Details. A list of
the top posts f rom each
Page with details of each
post.
You can also export any
reports produced to an
Excel file or a
PowerPoint
presentation.
When you export to Excel,
there are some f ilters you
can use on the data. For
example, you can adjust
the statistics so that
they reflect a monthly,
weekly, daily or hourly
view. Also on the Content
section, you can filter by
engagement, likes,
comments or shares and
adjust the sort order.

19. Competitive Analysis Report for up to 10 Facebook Pages.
Change the sort order of the posts.
Summary
There are various ways to
improve perf ormance of
your Facebook Page and
one of them is to track
against your Facebook
competitors.
These are just a selection
of tools to give you ideas
on what you should be
tracking. They can help
you to better understand
what your competitors are
doing on Facebook and
how this is working f or
them.
You can then use this
information to review
your own Facebook
Page marketing and
identify the changes
you need to make to
improve your Facebook
marketing results.
What do you think? How
do you track your
competitors on
Facebook? Are any of
the tools above useful
to you? Leave your
questions and comments
in the box below.
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