Facebook Analytics: PART I

Facebook is the biggest Social network in the western world, so tells Statista in a poll with 1.7 billion active users. Many people see it as the ideal marketing tool and it has shown that you can use it with great advantage as such.

For our campaign we also started to use it. First pretty chaotic and not ver frequently but since a couple of weeks we’ve been experimenting with it. In this post I shall give a quick overview of how Facebook Analytics work. I’ve also written another posts that shows the exact outcomes of our implementation of our usage of Facebook. To see our results click here.

As I said will this post be short manual on hot to use Facebook analytics as a marketing tool.

Facebook Insights

This is a tool that works pretty well if you want to have a few insights in how your Facebook page is doing in regard of posts, likes and reach. It’s not for nothing that it is called Facebook Insights. You can learn which posts have better impact than others, when it is the best time to post and you can even check out some geographical and demographic characteristics of the people that are interacting with your page.

Facebook Insights Start screen

This is the screen where you start if you start with the statistics of your Facebook page. Here is already much to see. A small overview can be checked when you scroll a bit down. This is what you see:

Overview Homescreen FB Analytics

The overview

Here you can see the amount of activities that our Facebook has and how you are doing with them individually. You can check the amount of actions you have implemented, e.g. postings. You can see the involvement of your posts, this is the amount of people interacting, talking about or sharing your page. The likes that you have gotten in this period of time and the comparison with that of the last period(normally a week). The reach of your page, so how many people have actually seen your page in this period. The involvement of the messages you put out. In other words, how many people interact with the messages you have spread out. And last but not least the amount of video’s been checked.

The revision of your page

You can do this revision with a couple of tools. We will get over them quickly and clearly. Firstly I’d like to touch upon the revision of Facebook messages that you have put out and how you can check what impact they have gotten. You can few this in a couple of ways. Firstly with a list of the messages you have gotten. This is an example:

screen-shot-2016-08-14-at-21-11-42

A little explanation should be suffice I’d think. We will go through all the columns. The first is the date and time when the post was published on your page. To the right of that you see the first few lines of the post and this also serves as a link to the actual post so you may review it. The column to the right of that shows you what type of post it is. Is it a message, link, page or video. Next is the target group which is mostly for paid promotion which you can also do in Facebook. Next is the reach you have created with the message you have posted. How many people have seen the post. In this example you don’t see that much difference in the reach of the posts, stretching from 489 people to more than 1.5k. The penultimate post is about the involvement of your posts. This last one is, what I’ve heard so far, one of the best indicators of the performance of your posts. Because this can lead to more likes, more shared messages and page shares and that results in a better way to enlarge the brand awareness, which we need make the campaign a success.

You can also do this in a more graphical way. This is a good method to see your progress in Facebook. You can see for a specific period what the results are in e.g. Facebook likes, page views, involvement and the time people are most likely to look at your Facebook posts. Here an example:

graph of likes in facebook analytics

In this example you see the amount of comments, likes and shares that have been done in a period of time. The first graph is showing the amount of likes the page got on a specific day and the second graph shows how much comments, likes and shares have been made with different messages that we have put out. You can see that the 14th of August was a pretty good day for us with 41 likes.

It can be have a very big impact when you check both and discover which messages work best. You can check how long the messages should be, the kind of messages (personal or formal), about which subject does your audience want to listen to, if pictures work better than text, if you get more attention with videos in your messages, the days that you have to post, etc. Hard work but the results can be very interesting and beneficial for any business.

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