Improve your Marketing in Facebook by Measuring its Impact with Analytics

 

Improve Your marketing in Facebook

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!

23 Comments

  1. Edmund, thank you for your post.  I love seeing the numbers on my Insights go up!  It's a fascinating way to see how my posts are being received, and what is and isn't working.  Thanks for the clarification about the different aspects.

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    • Anytime Marian! If you have any questions about it, just feel free to throw them in. =)

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  2. I learn something new from my insights every time I check them. It really helps to know what people like so you can better serve them through your posts. Thanks Edmund!

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    • My pleasure! =)

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  3. Edmund — Great explanation of insights and WHY they're important.
    I review my insights weekly to determine what's working/not working and how I might leverage the content further. 

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    • That's good to know Cathy! Good for you.

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  4. I'll admit I have an obsession with the talking about this. I do look at the insights. I was doing it daily, but I was getting a little nutty so I cut back. I still think they are confusing to read!

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  5. I look at them sporadically, definitely not as much as I should. 

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  6. Okay. I'm gonna admit it. I'm TERRIBLE at checking out my facebook insights! I should probably add it to my daily to-do lists. 

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    • Yep! It's a great idea to include it on your list.

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  7. I am procrastinating with analytics, this reminds me that I have to do it. Good tips as always. I like the facebook insight feature and try to use it more. It's good to know which posts are popular and inspire engagement.

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    • Yep! It's a great source of information on what our audience like the most when it comes to our fanpage's contents.

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  8. I'm NOT monitoring them, mostly because I don't understand how it works yet.  This post is a great start towards my understanding this side of everything!  I'm better with the content creation side— posting daily tips, gaining new followers… but analytics both on the fan page and the blog?  I'm (so far) pretty clueless.  thanks for this post!

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    • Anytime! But one thing's for sure Heather, Facebook Insights is going to be a great compliment for your content creation skills. Hope you'll give it a try. =)

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  9. I'm monitoring mine. I'm not always happy with what I see but I am monitoring. 🙂
     

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    • Well, monitoring your Facebook Insights is one way of making improvements for your fanpage. Keep it up Shelley! I know you can do it! =)

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  10. I don't tend to look at my Facebook analytics mainly because although I use Facebook from time to time it's not my favourite way of connecting with people. I do know that what you watch and measure generally improves so perhaps it's time I did engage with these analytics. Thanks for the tips Edmund.

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    • You're welcome!

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  11. I monitor them through the built-in tool, but really do wish I could make sense of how they do it. The numbers don't always make sense or feel consistent.

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  12. I love analytics of all types…too much so, in some cases, because it's easy to get bogged down. Once a week sounds about right to me to capture a sense of how well certain posts are doing. Day-to-day stuff can be misleading. 

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  13. Thank you Edmund, I'll review them daily.  What I noticed lately is that sometimes FB wiggs out and I believe that leads to incorrect numbers, so I just go by the actual comment and Like I get. – T 🙂
     

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  14. I really have often wondered about some of the analytics on facebook.  I have some questions I may contact you about Edmund.  Thanks

    Reply
    • Sure! Just contact me if you have any questions. =)

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