What You Need to Know About the New Facebook InsightsTips of the Trade — By Amy Schmittauer on January 5, 2012 at 8:00 am
Getting the attention of your audience on Facebook has definitely become a science. There’s a number of characters to consider, timing it just right, how to entice with multimedia, and even strategy behind the link you so desperately hope gets a click. It’s a lot to hash out for one little update, yet it’s so totally necessary.
Marketing is all about the test and measure. And Facebook has improved its Insights section to a business’s advantage in order to discover all the exposure the network has to offer it. Here are some really important stats to learn from for your social marketing plan when you’re using the new Facebook Insights:
There is a chart that appears on the first page of Insights displaying each post’s Reach, Engaged Users, Talking About This, and Virality. Though all these measurements are important, focus on how the virality percentages vary. Instead of worrying about how many individual people you were able to reach, the virality score is a better number to consider in terms of improvement. It’s defined technically as “the percentage of people who have created a story from your page post out of the total number of unique people who have seen it.”
This is the big win that all businesses are hoping for when they use social media: finding your biggest advocates online who will talk about you and share your updates with their own huge network of family and friends. This is much more important than how many people you reached individually from your fan collection. It’s word-of-mouth at its greatest. Work on the right timing and posting methods for high virality, and you’ll soon see organic growth in “likes,” page interaction, and customer inquiries.
These stats are under the “Likes” section of your Insights. With everything you have to consider in marketing your business, the most important is knowing who you’re talking to.
The stats for my blog, Savvy Sexy Social, indicate that there is a large number of 25-34-year-olds engaging with my page, mostly from the United States. This is consistent with the surveys I have done on my own with my community, but, more importantly, it’s who I’ve tailored my content for. I write for, and consult with, small businesses and entrepreneurs who are working on building a business and want to grow their social presence and online branding.
Depending on your business and what you do will define the audience you attract to your services, as well as your Facebook page. If you run a contest to increase “likes” and decide to give away a new iPad, however, you will probably find that your demographic reports are skewed from the people to whom you usually market. Regardless of how you grow your audience, you have to know who is present and how to get their attention while they have given you the opportunity to do so.
Under the “Reach” section of your Insights you’ll find the number of page views generated when people actually visit your fan page (rather than just seeing a post in their news feed). The number of times each of your tabs is seen, as well as the external referral sources, are really good things to keep in mind in case either of those indicates a possibility for further “like” optimization.
However, it’s important to look closely at each day with higher than normal traffic. You’ll want to go back to the Virality section I told you about earlier to see what occured that day to influence so many people to land on your page. When you consider the posts that achieve the highest reach and drive the most conversation, you’ll ultimately build yourself a posting guide for your business to follow to increase your chances of Facebook marketing success.