How to Analyze and Act on Your Facebook Analytics
Make your social media marketing efforts more strategic
5 minute reading time
Facebook continues to be an important marketing tool with 2.74 BILLION users. Do you know how to read your statistics and what to do with the info once you have read it?
In the beginning, getting more “Likes” was the goal to meet, but we have come a long way since then. In fact, starting this month, Facebook seems to be phasing out “Likes” in favor of “Followers.” The current school of thought is that nurturing consistent engagement with your audience is more important than getting an initial “Like.” The analytic reports provided by Facebook can help you understand how well your business is doing today as well as provide direction for doing better tomorrow.
This number is an estimate of how many people saw content from your page or about your page. Your goal is to see a steady increase in that number month over month so that you are growing an audience that is responsive to your marketing message. If you are a seasonal business or don’t have a sale going on right now, you still want to keep building that audience so it’s ready when you do have news to share.
Check also for your Reach on different days or months. Your audience may be more active during the week rather than on weekends or they might be more interested during the summer than in the winter. You can pick up a lot of clues about how to reach people by knowing their past behavior.
Finally, see which posts have the greatest Reach to learn what kind of content is catching people’s attention. Are they watching videos? Looking at photos? Funny content or sale info? Whatever is most popular is what you’ll want to post more of.
This stat shows how many people looked at your business’s profile page. People can view individual posts in their newsfeeds or when a friend shares a post, but they can also view a business’s profile page. Clicking your Facebook link on another website or finding your page during a search are some of the ways people may land on your profile page.
Check to see how many Pageviews you are getting – and schedule regular updates of your profile page, too. Folks often set it up once and then forget about it, not realizing that their business hours are now wrong or their phone number has changed.
This is probably the most important metric of them all. Like the Reach number, you also want to see your Engagement number go up steadily every month. In addition to the total, take a look at which posts people engaged with the most and see how they engaged with it. Did they give it a “Like?” Comment on it? Share it with their own audience? What caught their attention so much that they were moved to act? Once you figure it out, you can create more content in the same vein and test your theory.
While you are analyzing and crafting Facebook posts that will grab attention and grow your audience, keep in mind why you are putting in this effort. Your marketing goal is to get more business. Your audience may love all your amusing cat videos, but if you aren’t getting more business, what’s the point? Strategize your social media marketing for building brand awareness in order to increase lead generation so that you can make sales.
The year is still new. Just imagine how much you can achieve by starting now to learn all about your Facebook audience and building on that information. Need a little help? Ask us about our social media services and get started today!