It might be time to think about how you’re promoting your Facebook Page off of the social network. According to PageLever, less than 10 percent of traffic to Pages comes from external sources.
The Facebook analytics company studied 500 Pages — each with more than 100,000 fans — and found that the average of 7.56 percent of traffic came from external referrals between March 2011 and February 2012.
One possible reason for the lackluster findings could be that once someone becomes a fan of your Page, there’s no reason to access it from outside of Facebook.com. It’s fair to assume that many fans use your direct URL or type your brand’s name into Facebook’s search tool.
It seems this data could be more important for measuring potential fans’ traffic routes, as they’ll likely find you through your company website, press materials, or your other social network accounts. If you are noticing higher traffic from external referrals, PageLever CEO Jeff Widman suggests tailoring your cover photo and pinned updates toward new visitors.
You can view your top external referrers from the Insights dashboard under Reach. However, Facebook no longer provides you with a breakdown of traffic from within the platform.
To boost your external traffic, make sure that a link to your Facebook Page is clearly visible on your company website, as well as any other marketing materials.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.