B INSPIRED PUBLICATIONS LTD
- Facebook Insights
January / February 2017
Last issue we spoken about how to set-up a page on Facebook and aspects you need to be mindful of in doing so/and or editing an existing one. Following on from that theme this issue we are talking about Facebook Insights.
All admins have access to Facebook Insights and it is a very powerful tool, if you understand and use it properly.
Before we talk about it further, we need to access it. For anyone unsure, when you enter your page as an admin you should see a white menu at the top. (Click on Insights.)
Once on this tab you will see your pages overview and a left-hand menu. Here you can select each heading to find out more - as well as export (download) your data.
On your summary screen you can select the date of your data – however note Facebook likes to limit your view to a maximum of 28 days, on this view. To select your date options, click ‘Page Summary’.
Your Insight tab will allow you to understand how people engage with your page, view metrics about your page’s performance, learn which posts have the most engagement and see when your audience is on Facebook.
There is lot that I could write about this topic so in order to keep it simple I will focus on the main sections, a free user can view e.g. someone who does not pay for advertising. (If you would like me to cover a further element please contact me and I will try to include it in a further article.)
As soon as you have published a post you can see the number of people it has reached, post clicks, reactions, comments and shares, as well as total video views and viewing behaviour details. In Insights you can see it more in-depth. When clicking on the tab, the first section you will have access to is when your fans are online.
If you scroll down you will then be able to see a further in-depth analysis, of how they are engaging with your posts.
A lot of people do not realise you can then look further into this by selecting the two tabs at the top Reach (for other reach, impression and engagement breakdowns) and Post Clicks/reactions, comments and shares (further options).
You can also view insights into your videos, by clicking on the Video side menu, showcasing
minutes viewed, audience and engagement, and post engagement.
How many people have viewed your page?
By clicking on the Page Views on the left-hand menu, you will be able to see views by:
- section (posts, about, reviews, home, groups)
- age and gender
- location (country and city)
- device (e.g. mobiles v computers)
But who is engaging?
To do this you need to click the People option on the side menu.
Here you will be able to see an instant breakdown of your:
- people reached and people engaged
Actions on Page
This option on the left-hand menu will allow you to see what people are clicking on, when on your page, for example call-to-action buttons, phone numbers, website or address.
This subheading (found on the left-hand menu) is one that most people head straight to.
Here you can see:
- total page likes
- net likes (number of new likes minus the number of unlikes for organic, and paid likes (paid relates to adverts))
- where your page like happened
Note: Many pages have a timeline at the top of them.
This allows you to set the time/date you want to see for the data below it.
This function is present on Likes, Reach, Page Views, Actions on Page, and Videos.
The amount of data you have available to view will be dependant on how active your page is - the more active/engaged it is (includes likes) the more you can see, and the more options Facebook opens to you.
This is a very basic overview of the functions available, however from this alone it can help shape your page to become fully engaged with your target audience and eradicate a lot of posts being missed - increasing engagement with your fans, and their friends.
Note: A comment is 7 times more valuable than a like, and a share 13 times more valuable than a like. Placing importance 1st) Share 2) Comment 3) Like.
With this in mind most people are ideally trying to obtain shares.
Likes and comments are not automatically shared with their followers, (however the more popular the content, the more chance you have of it being shared).
A share is an endorsement of your content, as they are deliberately sharing it with their friends, however you need to make sure that your engagement is used to your best advantage. For example a cat picture could help increase awareness of you, but not leads, although could then help with future posts.
If you have engagement great, but you now need to analyse how it is working and use it to your best advantage.
With the data that you have readily available in your insights you should be able to enhance these metrics a lot easier.
Impressions: number of times a post from your Page is displayed. E.G. if seen a Page update in News Feed, and via a friend sharing it, that would count as 2 impressions.
Engagement: people liking, commenting and sharing.
Reach: number of people who received impressions of a Page post. E.G. if seen a Page update in News Feed and via a friend sharing it, that would represent a reach count of one.
Organic Reach: number of unique people shown your post through unpaid distribution.
Paid Reach: number of unique people shown your post via an ad.
Total Reach: number of unique people who saw your posts, regardless of where they saw it.
Sum of post reach won’t equal total reach, because Pages can reach people through content other than posts. E.G. if someone visits a Page after searching for it, they’ll be counted in total reach, but not post reach. Also, if someone sees more than one Page post, they’ll be counted in post reach for each post they see, but they’ll only be counted once in total reach.