Understanding Facebook Insights

If you’re a Facebook page administrator you’ve probably seen Facebook Insights but do you actually use them? In our Insight Kung Fu series we’ll help you go from a Facebook grasshopper to an analytics master in three parts:

  • White Belt: Understanding Your Dashboard
  • Green Belt: Diving Into Data
  • Black Belt: Putting Your Insights to Work
Facebook Insights White Belt : Understanding Your Dashboard

Today we’re starting easy.  When you go to Facebook Insights you will get to this front screen:

Here you can get basic information about your overall page.

  • Total Likes: The number of page likes
  • Friends of Fans: The number of unique friends of people who like your page. This number shows you the largest possible reach you could have if you fully engaged your network.
  • People Talking About This: The number of people who: 1) Like your page 2) Post on your wall 3) Like, comment, or share your content 4) Respond to an event or question you posted 5) Tag you in a photo or post 6) Check in or make a recommendation
  • Total Reach: The number of everyone one who has seen any content about your page
These metrics allow you to track how your page is growing and the impact of your social media efforts. You can also look at the following metrics for each of your posts:
  • Reach: The number of people who have seen your posts
  • Engaged Users: The number of people who felt compelled to click on your post
  • Talking About This: The number of people who have liked, shared, or commented on your post
  • Virality: The amount of people who have created a post on their page based on your content and the people who have seen it

Wax On : Determine Your Successful Posts

For now we won’t go any deeper into insights to allow you some time to get used to using them. Try experimenting with posts this week and use insights to determine what works and what doesn’t. Determining what works for your audience on Facebook is not a science, it is often the result of trial and error. What might work for the business down the street, might not work for you. The best way to create a great social media presence is to experiment. Try changing it up and using Facebook insights to see what your audience responds to. Try some of these strategies for effective Facebook posts or use our social media rules to shift the way you engage your audience.

Does your audience love photos of your events? Do they respond to a formal or informal voice? Do they like questions or quotes? Which posts get the most comments and likes? Which posts inspire your fans to share with your friends? Use Facebook Insights to analyze your content then return to us next month for part two when we’ll take Insight Kung Fu to the next level.

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