If your business is currently active on Facebook, then you probably want to know how well your messages are doing in terms of reach and effectiveness. Other information, like the basic demographics of who currently Likes your page, is also useful to know when crafting your social media strategy. That’s why it’s important to check the information that is provided by Facebook’s analytics platform: Facebook Insights.
After a business page reaches 30 Likes, Facebook will grant you access to your page’s Insights data. Although the information can be quite extensive, and many things can be overlooked when your page doesn’t have a large following, there are still plenty of data points that you may find useful.
Some important pieces of information that can be gleaned from Facebook Insights include:
When to Post- Deciphering the implications of two data points and making sense of the outcome is what analytics is all about. You can easily find out when the best time of day to post something on your page is by viewing the reach of the best performing messages and seeing at what time of day they were posted. If there is a correlation between a certain time of day and a high reach, then you can make a safe assumption as to when to post your messages.
Your Increase in Likes- If you’re running a particular campaign or promotion, a great way to track its effectiveness is to monitor the increase of Likes on your Facebook page. This is especially true when your goal is to gain more likes, thus increasing your overall reach for future promotions. Your Likes tend to increase when your content is good and people are interested in your brand and what you have to say. If you see an influx in Likes, keep up the good work!
Basic Demographics of Users- This is always important information to have, whether you have a Facebook page or not. Knowing who your audience is will help you craft your social media message and overall strategy specifically to the people who are paying attention to your page. Don’t waste your social media breath on people who aren’t listening.
Your Weekly Total Reach- This information is great to know when you’re running a campaign that spans the course of a few weeks. Facebook will give you data sets in weekly increments by default, so taking a look at the bigger picture is easy when running a large campaign. Insights also gives you a quick percentages on the increase or decrease of your reach, number of likes, etc.
Get the most out of your social media strategy and utilize the free tools Facebook provides its business pages. Make sure your message is heard and heard well by analyzing Insights data and making any necessary adjustments.