<<Previous Next>> (Click to Download Infographic) Scroll Down To See The Blog Video If you have a Facebook business page, you’ll want to track user interaction. This can be done through Facebook Insights, a powerful tool that provides information about how your page is doing. You will learn things such as the number of
Scroll Down To See The Blog Video
If you have a Facebook business page, you’ll want to track user interaction. This can be done through Facebook Insights, a powerful tool that provides information about how your page is doing. You will learn things such as the number of likes your page has received, as well as the number of page visits. You’ll also learn how many comments and shares your comments have received. When you learn how to use Insights, you will know how to better craft content that is appealing to your audience.
1. Reach. To get started, go to your Facebook page and click Insights, which you’ll find at the top of the page. Once you’ve clicked on Insights, click on Reach. You’ll immediately see a graph with spikes of varying heights. Each spike is a post you’ve shared, and the ones with the highest peaks are the ones that have been viewed by the most people. Pay careful attention to these posts. You may want to consider re-sharing them if enough time has passed. You can also craft new posts with similar content, which should evoke a higher reach, too.
2. Engagement. Go back to the main Insights page and you’ll see the option to click on Posts. Click this, and then click on Engagement. This will show you which of your posts have actually caused your audience to interact with you in some way. Engagement happens in several forms, including clicks, likes, comments, and shares. Engagement is by far the most important thing for you to be measuring with Facebook Insights. It gives you an inside view into the interests of your audience, which is, of course, what you want to replicate. Create more content that is similar to your most popular posts. If certain posts have not performed well, with little or no engagement, it’s also worth your time to take note of this, so you don’t waste your time crafting posts that aren’t having the desired effect on your page viewers.
One thing you will probably discover with Facebook Insights is that it’s not always the content you’ve worked the hardest to create and believe offers the most value that gets the best engagement rates. Facebook tends to be more of a socializing environment, so carefully crafted posts that are chock-full of information may perform well on your business blog, and then flop on Facebook (although, this isn’t always the case, so it is worth playing around with until you know what your viewers like). Cute, funny, and clever memes, photos of animals, babies, desserts, jokey types of posts, and fun contests are oftentimes the winners on Facebook.
Now that you’re familiar with Insights, you can immediately start implementing the changes that will help your business page succeed on Facebook. A great Facebook page dramatically increases your social media marketing visibility, so it’s worth the time and effort to ensure that you’ve developed the best page you can design and that your content meets the needs of your target market.
Author: Denise Keniston
Denise Keniston is an entrepreneur and former network news anchor. After leaving the TV news business, she founded Keniston and Company which grew to $7M annually. Today, she manages Web4Retail and several other businesses including Blue Tidal Wave and Decorate Small Spaces. She frequently writes and speaks about marketing, social media, and entrepreneurship.