Creating a successful social media presence for your business involves more than simply posting to Facebook every now and then. While regular status updates can increase brand credibility in the minds of potential customers, being intentional with your social media strategy is the key to actually seeing results. However, this challenge is twofold: not only do you need to be posting the right kind of content to engage your audience, it’s also essential to be tracking the performance of your page and its content.
If you need a little assistance with the first bit, check out these five simple tips to boost engagement on your social media pages. You’ll notice that the fourth tip is all about the importance of measuring the effectiveness of your social posts, which is easier said than done. That’s why we’re breaking it down for you today.
If you’re ready to get serious about measuring your social media analytics, Facebook is a great place to start. Facebook’s free Insights tool allows you to track every aspect of your brand’s page — from reach and engagement to the best days and times to post — giving you a detailed picture of the effectiveness of your current social strategy.
Step 1: Accessing Facebook Insights
To find Facebook Insights, all you need to do is go to your business page, look at the top under the search bar, and click on the “Insights” tab. Boom! That was easy. Now onto the more complicated part.
Step 2: Reading the Page Summary
Once you get to the Insights page, the first thing you’ll see is a snapshot of how your page has done in the past seven days. It shows you seven measurements:
- Actions on Page: The number of clicks on your page’s contact information and call-to-action button.
- Page Views: The number of times your page has been viewed.
- Page Likes: The number of new likes to your page, broken down by paid and non-paid (whether they liked your page organically or through a Facebook promotion you ran).
- Reach: The number of people who saw any of your posts, broken down by paid and non-paid.
- Post Engagements: The number of times people have engaged with your posts through likes, comments, and shares.
- Videos: The number of times a video on your page has been viewed for longer than 3 seconds.
- Page Followers: The number of new people who have followed your page.
You can also toggle with the timeframe settings and take a look at your analytics from today, yesterday, and the past 28 days. Depending on which timeframe you choose, it will compare the analytics of the current timeframe to the previous timeframe.
When you scroll down, you’ll be able to see analytics from the three most recent promotions on your page, as well as your five most recent posts and how they performed.
Step 3: Get a More Detailed View of Your Analytics
Now, take a look at the left side of the page. You’ll see a toolbar where you can get a more detailed view of your analytics.
What to Look For in Facebook Insights
Facebook Insights is extremely detailed and comprehensive, which is awesome — but all of the metrics that it tracks can be overwhelming if you aren’t a social media guru. While every tab holds useful information, here are the most important tabs to look at when first starting out:
Out of all of the tabs on the left, the “Posts” tab will probably give you the most useful insights, so start here. The first thing you’ll see is three headings on this page, labeled “When Your Fans Are Online,” “Post Types,” and “Top Posts from Pages You Watch.”
- When Your Fans Are Online: This tab shows you when your fans are online, based on day of the week and time of day. This will help you to determine the best times to post your content.
- Post Types: Here, you’ll see your posts broken down into categories by post type, such as photos, videos, and links. This can help you recognize which posts are most successful with your audience.
- Top Posts from Pages You Watch: This feature allows you to view how the pages you monitor (AKA your competitors) are doing, and which types of their posts get the most engagement.
Scrolling down, you get a detailed snapshot at your 15 most recent posts and how they performed by post type, reach, and engagement. Take a good look at this section and take the time to really understand every detail of these posts (consider wording, voice, type of photo/video/blog post) and why they worked/didn’t work with your audience. Once you find out what types of content work best, make a note to post more of those. Try to look at this page weekly to stay up-to-date. Once you know what content really works, coupled with your new knowledge of the best times to post said content, you’re well on your way to optimizing your social media strategy.
Bonus: Want to see the engagement rates of your posts? On the “All Posts Published” section of the Posts page, click on the little down arrow to the right of where it says “Reactions, Comments, & Shares.” Click “Engagement Rate.” This shows you the percentage of people your post reached, including who then liked, commented, shared, or clicked on your post.
This tab allows you to gather insights on a pretty significant component of your business — your audience. Fortunately, this page is pretty straightforward. You can look at your fans, your followers, the people you reached with your posts, and the people that engaged with your posts by age, gender, and location. This information is super helpful when you are deciding which demographic groups to target with your Facebook ads and boosted posts.
The reach of your posts is the number of people your posts were served to. Facebook Insights lets you see your organic reach compared to your paid reach. After people see your posts, what actions are they performing? You’ll be able to see post engagement over the past month (or whichever time period you specify) broken down into categories based on action (reactions, comments, shares, and more). You can also scroll down to see how many people are hiding your posts, reporting them as spam, or unliking your page.
Here, you can see a line graph of your total page likes over the past month. You can also play around with the timeframe to see how your page likes have grown over any time period. The “Net Likes” section shows you the total number of new likes minus the number of unlikes. Lastly, the “Where Your Page Likes Happened” lets you see the number of times your page was liked, broken down by how it happened.
Using Facebook Insights to Boost Your Social Strategy
Whether your goal is to boost engagement on your posts, increase your number of page likes, or drive more traffic to your website, using Facebook Insights can take your page to the next level. It can help you figure out what to post, when to post, and whom to target with your Facebook advertising in order to increase engagement and page fans. It’s a cycle: create great content, measure what’s working and what isn’t, and adjust accordingly.
Have questions about using Facebook Insights, or how to develop your social media strategy in general? Feel free to reach out to us!