Facebook has its own free analytics tool for fan pages called Facebook Insights. If your page has more than 30 fans, you have access to Insights. Facebook launched its original Insights in fall of 2011, providing metrics for marketers and business owners in four main areas: Reach, Engaged Users, Talking About This and Virality. Veteran users may recognize the original layout below. "The new product represents the end of the era when the 'Like' was paramount," said Ad Age at the time of the announcement. Indeed, Insights changed the way all marketers approached Facebook, and the concept of engagement became much more important than the mere number of likes.
Why Is Insights Important?
With the decrease in organic Facebook reach (also see below), it is now more important than ever to learn about your audience. Insights helps page admins learn about their audience and content. By using Insights you can learn about the best times to post, what type of content performs best, your fan page demographics and more.While it's important to pay attention to analytics, you shouldn't completely alter your strategy to the point where you're not reaching your main goals. Understanding is the key here.
Terminology (via Simply Measured):
Engagement: Engagement is calculated by the number of likes, comments and shares a post receives.
Reach: The number of unique people who have seen content associated with your page.
Organic vs. Paid: The number of unique people who saw your content in their News Feed, ticker or on your Page. The number of unique people who saw your paid content.
How Do I Find Out About My Audience?
The Basics
To access your Insights, simply go to your Page and click the Insights tab. To see data about your audience, click People.
This graph also shows you engagement from those who aren't your fans.
Real-World Application
If your audience is primarily female, your content should speak to a female audience. Alternatively, if your audience is primarily male and you would like an even mix, you can alter your strategy or launch a campaign that can bring in more female fans.
When Are My Fans Online?
The Basics
This is perhaps the coolest update to Facebook Insights, as you can now see when your fans are active. To access from Insights, click on Posts which will take you to the When Your Fans Are Online tab.
Here you can see how many fans are online and what times they are most active.
Real-World Application
If you're running promotion (or just on a day-to-day basis) you now know what days and times to schedule posts to maximize your organic reach. You might also see that many of your fans are active at night and schedule posts during those times.
If you're running promotion (or just on a day-to-day basis) you now know what days and times to schedule posts to maximize your organic reach. You might also see that many of your fans are active at night and schedule posts during those times.
What Type of Content Should I Post?
The Basics
From Insights, if you click on Post and then Post Types, you can see what kinds of posts are performing best.
If you scroll down, you'll see a user-friendly chart on your most recent posts and how they're performing.
Real-World Application
Using this information, you can see what type of content you audience prefers. Also, which posts are getting most engagement? Perhaps funny content? Or more informative content? Or just photo posts? This will help you fine-tune your strategy to what your audience wants to see.
How Am I Doing In General?
The Basics
Under the Likes and Reach tab, you'll find various charts that will help you further see how your page is performing.
Real-World Application
The Net Likes graph will help you see and analyze your likes according to unlikes, organic like and paid likes. For example, what did you do or post on June 12 that may have caused an increase in unlikes? The Where Your Page Likes Came From graph is also important. I especially like when you see that your likes came from other pages. What is happening on the days that more people are posting about you? The Likes, Comments and Shares graph shows you your number of likes, comments and shares on certain days. What type of content encourages certain kinds of behavior?
The Net Likes graph will help you see and analyze your likes according to unlikes, organic like and paid likes. For example, what did you do or post on June 12 that may have caused an increase in unlikes? The Where Your Page Likes Came From graph is also important. I especially like when you see that your likes came from other pages. What is happening on the days that more people are posting about you? The Likes, Comments and Shares graph shows you your number of likes, comments and shares on certain days. What type of content encourages certain kinds of behavior?
If this type of information isn't enough for you, there's handy Export button on the top right corner of Insights. You'll get an insanely comprehensive Excel sheet that looks something like this:
This Social Media Examiner article will do a better job of explaining in-depth analytics than I can. However, these analytics will come in handy if you're preparing a report for your boss or client as it delves into other areas of engagement and reach, including negative and positive responses. Hubspot also provides a great tutorial on how to analyze information from this Excel document.
Here's a list of just a few categories this Excel sheet covers:
Daily, weekly and up to 98 days people talking about
Daily, weekly and up to 98 days of page stories
Lifetime total likes
Daily new likes
Daily unlikes
Daily friends of fans
Daily, weekly and up to 98 days of page engaged users
Daily, weekly and up to 98 days of total reach
The number of people sharing stores about your page
The number of stories created about your page
The number of people who have seen any content associated with your page
The number of people who saw a sponsored story or ad pointing to your page
The number of impressions seen of any content associated with your page
The number of people who saw any of your page posts
...and more!
That's Not All, Folks
Facebook Insights provides plenty more analytics that weren't covered here, and it's important for you to explore your Insights to see which stats may be important to your company's overall goals. Although Insights is only integrated with Facebook, you can also analyze your Facebook analytics through other platforms such as Google, Simply Measured, Hootesuite and more.
Insights does have a very simple mobile version as part of Facebook's Pages manager app, seen below.
Helpful Videos
Remind me again why this is important?
Well, what's the first step in building a content strategy? Knowing your audience. Not only that, but knowing what works and what doesn't. By taking a closer look at your Facebook metrics, you can build a content strategy that is both successful and engaging.
Can I just get the synopsis?
Well, what's the first step in building a content strategy? Knowing your audience. Not only that, but knowing what works and what doesn't. By taking a closer look at your Facebook metrics, you can build a content strategy that is both successful and engaging.
Can I just get the synopsis?
Sure thing! Just watch the Prezi below.
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