The Untapped Potential of Your Facebook Business Page
Your Facebook business page is chock-full of ways to connect with your current followers, find new ones, and grow your brand. Your page is a community portal that lets you trickle content little by little, from photos and links to videos and polls, while inviting outsiders to join in the conversation. It’s like an interactive, dynamic magazine for your brand alone.
The bright minds behind Facebook understand how much your page means to you. That’s why they introduced Facebook Insights, a collection of metrics that will show you which of your content hits and which of it misses.
Where to Find Facebook Insights for Your Business
To get the most out of your content, you have to understand Facebook Insights. And to understand Facebook Insights, you have to know where to find them… obviously!
At the top of your Facebook business page, just underneath the Search bar, you will find four categories: Page, Activity, Insights, and Settings. Click on Insights to find statistics for your page’s performance. The information is broken down into Overview, Likes, Reach, Visits, Posts, and People.
Okay, What Now?
Facebook Insights lays out the who, what, and when, making it easy for you to determine the why. Here’s a breakdown of each metric, including what it means for your Facebook marketing campaign.
Introduces your statistics cut-and-dried into one neat package. Here, you will find how many total Likes you have and how many you got in the previous week; information about your reach and engagement; and a neat little chart that shows the performance of your most recent posts, including the reach, engagement, and audience that each post has targeted.
The overview is merely the tip of the iceberg. Click Likes next. This section illustrates performance over the previous 30 days through a couple of charts—they’re even broken down day-by-day, so you can examine what you did on a particularly successful or unsuccessful day. Did you gain a few extra Likes because of a well-crafted status update, or perhaps an especially eloquent post? Were they organic or paid Likes? It’s all there for you to analyze.
Moving on, you’ll see Reach, which includes data on Likes, Comments, and Shares. You can find out whether your reach was organic or the result of a paid Facebook marketing campaign. Again, this information appears on a few handy charts. From the charts you can find and evaluate your average performance over 30 days, as well as each individual day. This is pretty useful, because it shows clearly your most engaging posts. Once you’ve got that pinned down, you can look back to your most successful days and try to recreate whatever it was you did then.
The Visits section first indicates the number of times each your page’s tabs was visited. Further down, you can track how many people posted to your page and the number of visitors that came to your page from outside of Facebook.
Posts include data on target audience, reach, and engagement. A convenient table shows when each post was published and what type it was, e.g. a photo or a link. The engagement column shows how many people liked, commented, or shared on a post, and it also shows who clicked on your post. Better yet, this data tells you when your fans are online, which types of posts perform the best, and the top posts from the pages you watch (which are most likely your competition). If your fans are active in the morning, you can schedule posts for that time. And if they like videos—well, create more videos!
Finally, Facebook Insights includes a section on People. Here, you get a breakdown on demographics. You’ll find out the percentage of men and women in every age bracket that are fans of your page, that were engaged with your page, and that your posts reached. It even shows what countries and cities they come from. Using these metrics, you will get a clearer picture of the people that make up your target audience, so you can refine your Facebook marketing and tailor it to key demographics.
Facebook Insights for Better Marketing
Facebook has been a pivotal tool for in-the-know businesspersons for quite some time. The data has only become more nuanced since the beginning, providing valuable information from a variety of angles. Recently, it was given an overhaul, cleaned up to give clearer data with a streamlined look. Take advantage of changes to Facebook Insights and get ahead of the competition.