Facebook is the backbone to any solid social media marketing campaign. From a marketing standpoint, it is the best platform to reach a wide variety of audiences. All ages and demographics are represented and easy to reach.
This information is nothing new and analytics being the key to effectively reaching your audience is not new either. Facebook insights gives you all the quantitative information you need to make your brand’s social media campaign effective and efficient, but for novice and some long-time users it can just look like a sea of numbers and graphs. Here are five questions that will help you clarify the data and improve your brand’s Facebook presence.
What is your objective?
The answer to this question is the base point for evaluating your Facebook campaign. Are you trying to raise awareness of your organization or an event? Are you trying to get more eyes on your website?
There are several available metrics, answering this question allows you to prioritize them according to your organization’s individual goal and determine the content you post. Chances are, your brand has more than one objective. There a variety of metrics to measure each individual objective.
If what you want is more eyes on your website or product your posts probably already contain a call-to-action, but what metrics are best for evaluating you success? Link clicks is the metric you are most interested in.
- Link clickscan be viewed by pulling up an individual post’s details. Compare a variety of call-to-action posts to decipher what messages motivate your audience to act.
- Brand Humanization
People prefer to engage with a brand that doesn’t seem robotic. If humanization is what you are after, you need to be paying attention to comments, likes and shares. However, more than just numbers should be monitored.
Analyzing numbers alone may give you a false sense of hope. For a thorough evaluation of a brand’s humanization efforts, the numbers from insights need to be combined with an analysis of sentiment. There are a few tools available that automate sentiment tracking using pre-defined keywords, but if you are a small or start-up organization, you may be sticker-shocked.
Sentiment tracking can easily be done with minimal cost by logging the amount of positive, negative and neutral commentary your social media posts receive each day, week or month. Combining this information with Facebook Insights will give you a clear picture of your humanization efforts.
- Expanding your reach
If your main objective is to reach new fans and obtain more follows, reach and page likes are crucial metrics. Insights allows you to see not only overall reach, but also fans/ non-fans reach.
The overall reach for this particular post is 1.5K. The light-orange portion represents fans and the dark portion represents non-fans and potential new likes.
Insights breaks down page likes to show how and when new likes were obtained.
These numbers say when and where new page likes were achieved, but what was the catalyst? Analyze page activity on the dates where the likes peaked to answer this question.
What is the engagement percentage?
Many people like to focus on the reach of each post. Reaching a high number of Facebook users is great, but it isn’t worth much if nobody is engaging. Social Media is all about two-way communication, it is not enough to have the audience simply consume your content. Engagement is crucial.
A better number to look at is the percentage of those reached who are taking the next step in the social relationship. The more compelling the content, the higher the percentage. Monitoring this percentage gives a more accurate depiction of your success than reach alone.
Who is engaging with you?
Insights breaks down your followers, reach and engagement by standard demographics. Using this you can see the age, gender, geographical location, and preferred language of the people who are coming in contact or engaging with your page.
Are the people you are reaching in your original target? If not, consider changing your content and the way it is presented to better suit the public you want to engage with most. On the flip side, you may discover a new market that you previously overlooked.
What type of post is bringing in the most engagement with your target audience?
Analyzing engagement by content category is common for all major platforms. Being able to compare audience response side-by-side to uncover what they want to hear from your brand is an invaluable benefit to social media analytics.
One of the fun things about Facebook is the ability to post such a wide variety of content. Posts are not limited to a specific amount of characters and images are not required. Use this to your organization’s advantage and play around a little with your message and voice to discover what works best.
Some audiences respond better to witty one-liners and insertions of brand-relevant humor, others prefer a straight-forward approach. Defining your brand’s unique voice will set you apart from competitors and help build a relationship with followers.
What is the optimum time for posting?
Social media marketing is all about timing. If your carefully crafted message is published at a time when your followers are not active, then you will be lost in the social media noise. People may quickly check in on Facebook throughout their day, but the trick is to analyze when your target audience is the most likely to actually engage with your brand.
For Facebook, a good rule of thumb is to post on weekdays between 1 p.m. and 4 p.m., but your audience may be an exception. If you are posting at 1 p.m. on a Wednesday and comments are not starting until around 5 p.m., you should adjust your posting schedule accordingly.
Facebook is a great resource for reaching a wide array of demographics and psychographics. Facebook insights offers an easy way to tap into what your audience wants to hear, how they want to hear it, and when. With this information your brand can rise above the social noise and communicate more effectively and efficiently.