With all the new changes we are experiencing on the Facebook platform at the moment, it is especially important for businesses to know what these changes actually mean for your brand.
Two days ago, we published a blog post about what is interesting for businesses to know about Facebook’s expansion of the open graph and the possibilities in the new social apps. In this post, I would like to share some information about the new Facebook page insights – also included in the form of an infographic made by Neo Consulting – in order to highlight what brands can benefit from knowing in relation to their Facebook presence.
What to be aware of
In relation to Facebook’s page insights, there are some new elements that are very valuable to become acquainted with to help you measure the content on your Facebook page. It can be a good idea to read through Facebook’s guide on the subject, but below it is also possible to gain a good overview from the infograhic.
However, here I will also try to emphasize what exactly to look for when continuously monitoring and understanding the overall performance of the page. But to first of all see insights about your Facebook page, you need to visit your page and click on the “Insights” tab in the left side of the screen. You should note, though, that the new page insights is initially launching as a preview. To access it during the preview period, you can visit facebook.com/insights and here gain overview of all the pages that you are managing.
To quickly understand the size and engagement of your fans, you should monitor the following metrics closely to follow the development and estimate which part of your social media strategy that seems to be working in the most effective way:
- Total likes: number of unique people who like your brand page.
- Friends of fans: number of unique people who are friends with your fans, including your current fans.
- People talking about this: number of unique people who have created a story about your page within the last week (by liking or commenting on page, answering a Question, mentioning page etc).
- Total reach: number of unique people who have seen any content associated with your page (including any ads or sponsored stories pointing to your page within the last week).
Figure out what engages your audience
Further, when running a Facebok page, it can be a good idea to post according to a conversational calender, so that you ensure regular updates with engaging content. This has the possibility of getting more people to talk about you with their friends, which naturally leads your brand to reach more people overall. You should of course also consider your final goal of your social presence, since this should not only focus on gaining the highest amount of fans. You want to reach the right fans, namely the ones that have an interest in you and who would like to engage with you.
Now, you can also use page insights to better understand what exactly this audience wants to hear about and what posts that get the most attention, so that you hit your preferred target. In the infographic below, you can gain further knowledge about the new changes to be aware of in Facebook insights. Check it out here: