Every business, organization, and group needs a Facebook page, but how can they make better posts to engage their fans on a more useful level? One answer is Facebook insights!
Because each business or group has a different type of listeners who respond to selective forms of media, it’s important to use Facebook statistics to gauge what sort of information your fans are readily consuming so that you can cater your messages to them in a way that will prompt Liking and Sharing. This is especially true for businesses looking to grow and gain more loyal fans, ultimately turning them into returning customers.
What are Insights?
Facebook insights are a collection of visitor statistics and participation data from your page. By looking at your insights you can gather a sense of Like progression or regression, buzz around your posts, weekly reach, subscriber rates, friends of fans totals, and audience demographic. Facebook compiles this information into easy-to-understand graphs and gives you the option of exporting the data for more in-depth analysis.
Exporting your data on page level will give you an overview of your page’s data, while exporting on post level will give you a more in depth view of your posts and their impact on traffic and participation. Both of these data sets offer input on how to better craft your daily posts to increase activity, engagement, and Likes by telling you what works best with your audience.
Why are Insights important?
Insights are your window into raw data representing just how your consumers are reacting to the information you are putting on your page. If you see a sharp spike in activity on one specific date, look back at what you posted that day and make a note that it was more popular than other posts. From these spikes we can tell what type of media your audience prefers. For example, if you receive surplus hits, Likes, and Shares on a day which you uploaded a photo, you’ll know that your audience is more aesthetically receptive. You can then begin to mold your message delivery. Try adding text to your wall photos using Photoshop or another editing program and deliver your posts that way, then go back to gauge whether this new tactic was effective. A good example of how this specific delivery tactic is used can be seen on Women For Obama’s official Facebook page, in which they use aesthetically pleasing images with built-in messages that are easy to share.
Don’t forget to study your page’s demographic information, too. If you look at your user location data and see that a good portion of your audience is in another part of the world, you can schedule some of your posts to deploy when they’re most likely to be online checking their Facebook feed. Otherwise you risk broadcasting your messages to one specific user base instead of catering to all of your fans for maximum reach.
How often should I use them?
Facebook Insights are not meant to be used occasionally, nor are they meant to be the final word in how your fanbase consumes information. Insights should be revisited again and again, especially as you make changes to how and what you post, so that you can gauge what is most effective. Don’t be afraid to experiment and try different posts to spark participation. Over time, you can build your own data sheets in Excel or create your growth charts from Facebook’s Insights to monitor how these experimental posts have effected your page.
Always remember that with Facebook the more you speak to your fans like an actual person and provide interesting content, the more likely they are to Share your posts with their friends which will ultimately give you increased exposure. Avoid updating at the same time every day and sounding like a fact robot by mixing up the type of material posted and changing when you present these messages. If you can use Facebook Insights to figure out how your audience consumes certain types of media, it will be much easier to engage your fans in a genuine way.