If you’re using Facebook to market your business, then you should be using Facebook Insights to measure and evaluate performance. Here’s our ‘top three’ useful features that will help you achieve this.
First up, if you’ve never used Facebook Insights before here’s what to do. Navigate to your page (you must be a page administrator), and up towards the top you’ll see a menu link to ‘insights’. Click this and you can access the information.
1. Engagement rate
This is the number of likes, shares and comments divided by the number of individuals who saw the post, and is a good indication of which posts work and which ones don’t. If you can find out what it was about your post that was more engaging and replicate that then you’ll have engaging posts that reach more people.
You can find this information in the ‘Posts’ tab of Facebook Insights. Scroll down to the bottom of the page and look for ‘All Posts Published’, then click the drop down next to ‘Likes, Comments and Shares’.
2. When are your Facebook fans online?
You’ll also find this information within the ‘Posts’ tab, and it gives a very helpful breakdown of when the bulk of your Facebook fans are online. The next step is to schedule posts to land on Facebook at the time when most of your audience is active. Don’t forget to follow this up though using an engagement report to ensure people are interacting with your posts instead of simply ignoring them.
3. Active Posts
How much time after you post an update is your post visible for? You can find out via the ‘Reach’ tab – click it and you’ll see a graph. Click on any date and a pop up will appear showing you which posts on that date remain receiving attention from your readers.
If you’ve got an old post that’s still showing good results then think about what you did, and what it is about this that’s caused it to be particularly successful.
No article on this subject would be complete without a reference to Google Analytics. This is the last thing to look at, so you can see in detail what impact your posts have had on your website, and just how many of your pre-determined goals you’ve managed to achieve. Facebook ‘likes’ and ‘shares’ don’t on their own make you any money, but converting these to loyal customers will.
John Picton is founder of elmnet, a company specialising in website design in Newcastle, UK. He specialises in social media marketing, email marketing and developing WordPress websites.