Mastering Page Insights on Facebook - Corporate Three Design

View metrics about your Page's performance; Learn which posts have the most engagement; See data about when your audience is on Facebook. Assessing this data ... Skiptocontent Menu Believeitornot,therearecompaniesthatpayentireteamsofsocialmediaspecialiststoanswerthesequestions. However,seekingtheanswerstothesequestionsdoesn’thavetocostyoualotoftimeandmoney,orrequireateamofexperiencedspecialists. Onceyou’veidentifiedyourtargetaudience,theanalyticsdatafromFacebook’sPageInsightscanoffertheguidanceyouneedtomanageyourbusinesspageeffectively. UnderstandingthePotentialofFacebookPageInsights FacebookrecommendsusingPageInsightstogetabetterideaofhowandwhenpeopleareinteractingwithyourcontent.ByofferingPageInsights,Facebookallowsusersto: ViewmetricsaboutyourPage’sperformance Learnwhichpostshavethemostengagement SeedataaboutwhenyouraudienceisonFacebook Assessingthisdatawillrevealactionsthatyouandyourteamcantaketocreatemoreimpactfulcontentandmakethemostofyourtimeonsocialmedia. GettingStartedwithFacebookPageInsights PageInsightscanonlybeaccessedbyyouandotherpagemanagersonce30peoplehavelikedthepage. ProTip:BesuretoshareyourpagefromyourpersonalFacebookprofileandaskyouraudienceofclosefriendsandfamilymembersforthelikesneededtogetstarted.Ifyouarestillshortof30likes,checkoutourpostoncreatingengagingcontent onFacebookforsomeawesomeideasthatwillbesuretoconvert. AccessingYourFacebookPageInsights PageInsightscanbeaccesseddirectlyfromyourbusiness’FacebookPage,notataseparateURLlikeTwitter’sanalyticsdashboard. Justlookforthesectionlabeled“Insights”inthenavigationbarlocatedinthetopleftcornerofyourbusinesspage. Navigating YourFacebookPageInsights ThePageInsightsconsoleisdividedintosevendifferentsections,ortabs. Overview:Providesashortglimpseintothepastbyshowingyourfivemostrecentposts,“PagesYouWatch”(moreonthislater),aswellaslikes/reach/engagementlinegraphslimitedtoyourlastweek. Likes:Providesanin-depthlookatyourpages“likes”overtime.Usethecalendarfeatureinthetoprightcornertoanalyzeaspecifictimeperiod.Compareperformanceovertimewithfilteringoptionsforpaid/organiclikesandevenunlikes.Additionally,youcanexaminewherethepagelikesoccurredacrossFacebook. Reach:Providesanin-depthlookatyourpage’sreach(thenumberofpeopleyourpostwasservedto).Youcanusethecalendarfeatureinthetoprightcornertoanalyzeaspecifictimeperiod.Alsocompareperformanceovertimewithfilteringoptionsforpaid/organicreachandevenhides/spam. Visits:Providesanin-depthlookathowandwhenpeoplearesimplyviewingyourpage.Youcanalsousethecalendarfeatureinthetoprightcornertoanalyzeaspecifictimeperiod.ExternalreferraldatashowswherevisitorsarecomingfromoutsideofFacebook. Posts:Providesanin-depthlookatallofyourwallpostsovertime.Breaksdownpostsbytypeandalsohighlightsthetoppostsby“PagesYouWatch.”Thistabalsorevealswhenyourfansareonlinethemost,allowingyoutoquicklyandeasilyidentifythebesttimestoengageyouraudience. Videos:Providesanin-depthlookatyourvideocontent’ssuccess.Usethecalendarfeatureinthetoprightcornertoanalyzeaspecifictimeperiod.OnFacebook,video“views”arecountedafterauserhasengagedthevideoforatleast3seconds.Thinkthat’stooshort?Sodowe.Luckily,Facebookalsoprovidesthenumberof30-secondviewsforyourvideoshereaswell. People:Providesanin-depthlookatyourfans’demographicsinformation.Thisincludesdatadescribingyourfollowers’sex,country,city,language,agegroup. Becoming FluentintheLanguageofFacebook WhileyoumayrecognizesomeofthesetermsifyouhaveexperienceusingTwitter’sanalyticsdashboard,besuretofamiliarizeyourselfwiththemastheyaredefinedintheFacebookenvironment.YoucanfindthefulllistofofficialFacebookPageInsightstermsanddefinitionshere,butthesearethetermsyoucanexpecttoseemostfrequently: Engagement:PeopleEngagedisthenumberofuniquepeoplewhohaveclicked,liked,commentedonorsharedyourpostsduringthelast7days.Likes,Comments,SharesandPostClicksshowthetotalsfortheseactionsduringthelast7days. PageLikes:TotalPagesLikesisnumberofuniquepeoplewholikeyourPage.NewPageLikesshowsthenumberofnewlikesyourPagereceivedduringthelast7days,comparedwiththeprevious7-dayperiod. ImpressionsarethenumberoftimesapostfromyourPageisdisplayed,whetherthepostisclickedornot.Remember,peoplemayseemultipleimpressionsofthesamepost.Forexample,someonemightseeaPageupdateinNewsFeedonce,andthenasecondtimeiftheirfriendsharesit. ReachisthenumberofpeoplewhoreceivedimpressionsofaPagepost.Reachmightbelessthanimpressionssinceonepersoncanseemultipleimpressions. Organicreachisthetotalnumberofuniquepeoplewhowereshownyourpostthroughunpaiddistribution.Paidreachisthetotalnumberofuniquepeoplewhowereshownyourpostasaresultofads. Postreachisthenumberofpeoplewhohaveseenyourpost.Yourpostcountsasreachingsomeonewhenit’sshowninNewsFeed.Figuresareforthefirst28daysafterapostwascreatedandincludepeopleviewingyourpostondesktopandmobile. TotalReach isthenumberofuniquepeoplewhohaveseenanycontentassociatedwithyourPage,includingads,duringthelast7days. KeepingaCloseEyeonYourCompetition Everwonderhowtheactivityandengagementonyourbusinesspagestacksupagainstthatofyourlocalcompetitors?ScrolldowntothebottomsectioninyourInsights’Overviewandyou’llseeasectionlabeled“PagestoWatch.” Facebookunderstandsthevalueofbeingabletomonitorpagesotherthanyourown.The“PagestoWatch”featurehasnorealguidelinesorrestrictions.Simplychoosepagesthatyoufindinteresting,relevant,orsuccessfulandtheirweeklymetricswillbeavailableforyourinspection. Notsurewhichpagestoadd?Askyourselfthesequestionstogetabetterunderstandingofwhichpageswillbeworthmonitoring. Whoisyourbiggestcompetitor? Whoisyourbiggestlocalcompetitor? Whattypesofpostsorcontentperformwellforyourcompetition? Whattimesofdaydoyouseethemostengagementwithyourcompetition’scontent? Monitoringyourcompetition,especiallylocalcompetition,isessentialtoyourabilitytoreachandengageanaudience. Using YourFacebookPageInsightstoTakeAction YourPageInsightsdataallows youtoputyourselfintheshoesofyourfollowersandmakereasonableinferencesaboutactionsyoucantaketoimproveengagement.Forexample: Providemoregenderneutralcontenttowidenyouraudiencediversity Choosetopostwhenthegreatestnumberofyourfollowersaretypicallyonline Providemoreposttypesthatreceivehigherengagement Pursueyourcompetitionbymatchingtheiroutputofvideo/visualcontent Weighinwithcommentaryonnewsheadlinesthatarelocaltoyourfollowers Thisisjustaglimpseintoafewofthemanyactionsthatyoucantakebasedonyouruniquemetrics.Interpretingthisdataintoanexecutableactionisaskillthatwillrequirepracticeandpersistence. ExportingYourFacebookPageInsightsintoShareableData Ifyoueverwanttoextractyourdataforuseofflinetoperformsomemoreadvancedanalyticsreporting,FacebookofferstheabilitytoexportyourInsightsdataintoaCSVfilethatiscompatiblewithprogramslikeExcelandAppleNumbers. Onceyou’venavigatedtotheInsightssection,locatethe“Export”linkinthetop-rightcornerofyournavigationbar. AnalyticsCanProvideAnswers UsingFacebookPageInsightsdata,youcaneffectivelyevaluateyourperformanceonsocialmediaanddeterminewhichaspectsofyoursocialpresencestillneedimprovement.Consideringhowquickandinexpensivecontentdistributiononsocialmediacanbeatscale,werecommendchoosingtwooreventhreemajorplatformstomasterforyourbusiness. 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