Any marketing effort that doesn’t use some form of evaluation will never be as effective as it could possibly be. I don’t usually like words such as “always” or “never”, but in this case I think it applies.
Facebook Page Insights is where you go to get an idea of how your Business Page is performing. Because Facebook Insights rely to a certain extent on Facebook’s algorithm, they are not necessarily a perfect measure of what is actually happening on your business page with respect to engagement. However, it’s the best thing we have, and it’s a great place to notice overall trends.
For example, it can help you discover what types of content your audience engages with the most. Engagement is a little bit different than reach in that engagement shows you anyone who clicked anywhere within your post, whether it was to view, see more of a post, comment, like or share. Reach, on the other hand, just simply tells you the approximate number of people who could have potentially seen your content.
A subset of your engagement metric is the “People Talking About This” or PTAT number. This shows people who are more deeply engaged with a particular piece of content. By more engaged, I mean that it only measures likes, comments, and shares. That’s it. This is a good number to stay on top of for each piece of content that you post. It can be especially helpful when you’re trying to determine what kind of content your audience wants to see more of.
It’s useful to take a look at your Insights on a regular basis, certainly weekly if not daily. While there are still kinks in the Insights system, it’s still your best source of information to tailor the content on your page to reflect what your audience wants to see more of.
How often are you monitoring your Facebook Insights? I would love to hear from you!