We all know that we can quickly see how well a Facebook post is doing by watching the number of “likes”, “comments” and “shares” we receive. "Likes" mean our audience has reacted to a post, "comments" mean they are engaging and "shares" mean exposure beyond our existing fan base with the ultimate goal of creating some new fans for our brand. And after all – the end game of Facebook marketing is finding new fans who will potentially turn into new customers.
You may not realize Facebook offers an insights tab to companies that have 30 likes or more. These insights go beyond traditional “likes, comments and shares” metrics that are commonly used to measure social media performance. Facebook Insights gather additional data about the engagement of your company’s posts, and gather insights about your audience. Accessing those insights can help fine tune your social media strategy to improve ROI.
Facebook Page Insights offer information that can help you understand how people are engaging with your page. They allow you to see metrics about your page’s performance, and offer side by side comparisons about each of your posts to make it easy to compare engagement levels on the different types of posts you make. This can help you decide which types of posts are gathering the most engagement, and which types of posts don’t resonate with your audience. Facebook also provides you with data about when your audience is likely to be on Facebook, which can help you choose to publish posts when they will reach the most people.
Insights provides you with information on the numbers of people reached by your posts. Post reach is defined as the number of people who have seen your post in their News Feed. It also provides you with engagement rate, which is the percentage of people who saw a post that reacted to, shared, clicked or commented on your post.
Insights can also provide you with information about video posts, such as the number of times videos were viewed, the number of times videos were viewed for 10 seconds or more, and your page's top videos. If you pay to promote your posts, you will also find more detailed reach information in your Facebook Insights report.
Facebook Insights is a useful tool to evaluate the effectiveness of your social media strategy, help you fine tune your posts so you are using tactics that will reach the largest audience and provide the greatest impact possible. Using this information to build your posts will help you maximize the reach of your paid promotions on Facebook. You can read more about Facebook Insights here - https://www.facebook.com/help/336893449723054/ For help developing a social media strategy for your brand, contact us today.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
What We Do
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