The Facebook Page Insight tool holds a wealth of data to spend hours trawling through and comparing past results with current. Understanding your community and how your messages spread will help you to create posts that are not only engaging but profitable. Focusing on certain key metrics and constantly evaluating these are the building blocks to achieve this.
Facebook is all about people. Facebook gears the newsfeed to show their users content that it deems is important – usually this means gearing it to the people in your network, rather than businesses.
This means businesses need to work hard to post content that can compete. It also means businesses need to use the Facebook Page Insight tool to understand their community and the people that see their content.
Key metrics to focus on
1. Reach: If you are marketing your brand, then there is no point standing in an empty forest and screaming into the wind. Keeping an eye on this metric needs to be your first priority, as all the others stream from here. I recommend to my clients that they really consider the value of their time and then evaluate what level of reach in relation to their time.
The core metric to look at is the number of people each post is reaching – NOTE: this fluctuates depending on the quality of your post and the interest it generates.
How do you judge if you’re doing well? Consider the size of your community and look at the overall reach of people seeing your post. Ideally you want your post to reach 16% of your fans – if you export the data there is a specific column for this.
2. Page Likes: Understand what is going on with this metric – Is it increasing? Do you get unlikes after particular content is posted?
Many brands still wonder how many page likes they need as their fans. I recommend you set a target that’s in relation to the number of customers you want and give yourself 6 months to a year to get there – maybe 10-15%. Its not easy to get rid of ‘bad’ page likes, so its best to gradually grow a community of customers and potential customers than chase a page like figure.
3. People: Understand who has liked your page and who is your content reaching? Is this the right audience? If not, then really work on what you need to do to change this. The demographic data highlights a few situations that can occur:
- The wrong audience is responding to your posts: consider revising your posts and their tone of voice
- Your community is skewed towards males, when you want an even balance: consider initiatives to get men to like the page – what would interest them? do they know the page exists?
- People in other countries have liked your page and you don’t sell internationally: Consider altering the settings so your page is only seen to your region.
- The same people are engaging with the content and reach is decreasing: Consider improving the content and boost the post to other audiences with Facebook advertising.
4. Engagement: This is the holy grail of social media – capturing likes, comments and shares is what we all want!!!
However, I recommend being realistic about who your ideal audience is. Older demographics tend to be more wary about sharing and commenting, therefore gaining their attention through photo views, video shares and clicks are just as valuable. Also don’t compare yourself to pages in other countries – the Northern American audience tends to hit the “like” button more readily than European and Australasia audiences. Choose engagement metrics that align in with the behaviour of your ideal customer.
Confused? That’s what I’m here for. Contact me to provide you with professional advice to grow your business with social media.