How to Actively Use Facebook Post Insights to Improve Your Community Management

Blog post written by Anders Mikkelsen, Analyst at Mindjumpers

 

 

Facebook Insights is a treasure box of information for community managers who want to see the effect of their brands’ wall posts, and optimize on future content. But where should you start in the masses of available data about your posts? In this blog post I will look into the post level data that community managers can export to Excel sheets via Facebook Insights. I will share a few tips as to which questions and answers to use when analysing the data and show how to use your new found findings to optimize on future community management.

 

Step 1 – Show me the data

In Facebook Insights you can export an Excel post level data sheet with 7 tabs and almost 50 types of data on all the posts you have published in a given period. So, which part of the data is relevant to you then? Well, of course this depends on your brand, your industry and the content you post, but overall there are data parts that are important to every brand who posts content on their Facebook wall.

Generally, the data we look for when viewing and analysing for our customer brands in Mindjumpers are the following:

  • Reach (number of unique people who have seen your posts)
  • Engaged users (number of users who have engaged with your posts)
  • Photo views
  • Other clicks
  • Link clicks
  • Video plays
  • Unlikes (note: this data is not in the post level reports, but in Facebook page level reports)
  • Talking About This
  • Comments
  • Likes
  • Shares
  • Engagement rate (engaged users/reach)
  • Virality (talking about this/reach)

Using this data a typical monthly scorecard for a brand could look something like this:

 

 

 

 

 

 

 

 

 

 

Step 2 – Let the analysing begin

So far so good. Now you have a scorecard. But measurement in itself only has a value if used constructively. So now it’s time for you to analyse on why the numbers look the way they do. Here are some hands-on examples of questions and answers to ask yourself when analysing:

Q – Why does one of our photo posts have an extremely high number of engaged users?

A – The particular objective on this photo is apparently more interesting than other photos.

Q – Why is there a large number of unlikes on the publishing date of a specific post?

A – Maybe there is something in the post that irritates the users.

Q – Why are there no plays on one of our video posts?

A – Maybe the video content is simply quite boring.

Q – Why do some of my posts have a very high reach and some not when the content is similar?

A – Maybe it has something to do with the posting time.

These are some examples of how to think when analysing the data. The most important factor to look at when searching for your answers is the quality of the content. What type of content is it? Is it exciting? Does it call to action? Does it have a news value? Does it make users want to engage with each other? Another very important factor is the date and time of publishing. It is not unlikely that there is a time pattern between the posts that perform well and the posts that don’t.

 

Step 3 – Optimise on future community management

You now have a good impression of which posts work and which don’t. It is then time to put your new knowledge into action. This is pretty simple. Look at what post types (updates, photos, videos, links, questions) perform the best. Look at what text and media that gets the most engagement. See if there is a publishing time pattern between your most successful posts. Learn what works from your best posts and make more of these good posts. Meanwhile, minimise the type of posts that have previously performed the worst for your brand. Use these insights in your future community management, and get ready to see your posts perform increasingly better.

 

Social Media Trends, Prospects, and Challenges in India

Our ever-growing global network of Local Social Media Managers around the world helps us ensure contextually relevant content through social listening, content production and response management. It’s a network of very talented people who possess great knowledge of social media in their local context – one of them being Nishanth Krish from India who shares his insights into the social media trends, prospects and challenges in India right now.

 

 

India is a mobile first country where 41% of total mobile users are active on social media. And it remains the fastest growing market for social networks in the world. The increasing affordability and use of Smartphones as internet devices means India is serving data to almost one billion mobile phones, and an individual spends an average of 3 hours on social media every day irrespective of device.
However, this rise of social media adoption among Indians has led to a growing concern over poor Internet speed in the country. Internet access is still unevenly distributed with connection speeds remaining disappointingly slow at just 2 Mbps on average, far below the global average of 4.5 Mbps.

Digital India, a program to transform India into a digitally empowered society and knowledge economy by the government is expected to enable high-speed Internet connectivity across the length and breadth of the country, which will ultimately join the social media bandwagon and create a positive network effect for further growth.

 

Personalized Content is the Key

As much as our counterparts in other countries do, we consume content, but are averse to sharing. We Indians are conservative by nature and often not as open to sharing content online. Brands have realized that social media is not only about posting brand updates, but also about driving engagement by creating meaningful conversations. In our country of diverse culture, language and practices, brands are developing customized content, which is both relevant and appealing. Top brands such as PepsiCo and Bharti Airtel have integrated regional languages into their digital campaigns, resulting in more than 150% engagement compared to identical English posts.

Indians today are looking for a more personalized social networking platform where they can communicate with different groups of people. As eyeballs have shifted into the digital world, media spend has been following suit. Indian advertisers are spending far more on social media ads compared to their global counterparts. India is projected to be amongst the top three countries in the APAC region as regards its CAGR (2012-2016) in digital media ad spend and many brands have effectively developed tactics to enhance visibility by investing in promoted posts/tweets that carry targeted information about offers, coupons and contests through custom targeting.

Social media platforms have been a melting pot for running promotional campaigns for e-tailers understanding the different user behavior attributes, interests and changing buying behavior patterns. Social networks such as Twitter and Facebook, and e-commerce brands like Amazon, Flipkart and Snapdeal are blending their assets across platforms to tap into customer preferences. Moreover, e-tailers are reducing the length of the purchase cycle by using features like the ‘Get Deals’ button.

 

Catching the Eye Balls

Images and short format videos are gaining traction in India. Visual rich media content clearly dominates the social media space and gains the majority of engagement with Indian audiences as more people than ever before are sharing, discovering and engaging with videos on Facebook and as content creators build and engage a global audience. From increasing audience traffic to digital publishers and the high level of online conversation during major events, this growth in content discovery and discussion is taking place across social platforms.

 

Reaching the Rural 

The soul of India lives in its villages with 60 percent of the population residing here. To reach the under-penetrated areas, Facebook has initiated the Internet.org project with a vision to provide basic mobile Internet services for free. The service is run by Internet.org in collaboration with a number of telecom players. This service is available in English and six local languages — Hindi, Tamil, Telugu, Malayalam, Gujarati and Marathi — and can be accessed via a dedicated Android app.

Facebook is by far the social networking platform with the widest reach, boasting of 118 million monthly active users in India, out of which 55-60 million are daily active users. 95 per cent of these users are ‘mobile-also’ users.

Twitter has specialized its service for the Indian audience with hashtags in regional languages and the ability to support regional language scripts, which has helped the social networking giant to reach out to the large number of non-English users in India who were previously untouched by the phenomenon of micro blogging.

Twitter in India takes center stage for breaking news and special events, bolstered by its partnership with broadcasters and media distributers. These partnerships have allowed Twitter to make the most of product innovations like polls, audio cards and the ability to share videos on the platform. Its rich media tweets gain far more reach than standard text-only tweets.

 

Focus on Social Mobile

Whether it’s discovering information about a breaking news story or an upcoming TV show, an exclusive screening of a movie trailer first or celebrities engaging with fans in authentic and meaningful ways, people converse on social media around the things that matter most.

As Indians continue to gain access to cheaper smartphones and data plans, with shifting platform preferences, it is imperative that brands shift focus to social mobile communications to reach out to an audience that are always on the go.

The future of social media marketing is expected to be mobile driven and in the year ahead it is most likely that we will be seeing more contextual and location centric content, helping brands to evaluate the different platforms better with accurate reporting capabilities for tracking engagement.