Understanding Facebook Insights Facebook Insights was developed to provide Facebook Page owners with metrics to better understand their demographics and content consumption. Page owners can use the data to improve their business on Facebook by better understanding who makes up the fanbase and what content fans care about. With Page Insights, you can: • Assess the performance of your Page • Learn which content resonates with your audience • Optimize how you publish to your audience so that people will tell their friends about you Using the Facebook API, Revinate is capturing Page Insights and displaying the data in intuitive charts and tables. Once logged in to Revinate, customers can access Facebook Insights by clicking on the Facebook tab at the top of the page. Within the Facebook tab, there are four sections that analyze your Page activity and engagement – Overview, Likes and Page Views. Overview The Overview section allows you to see your total reach, for any specified time period, and how many people are ‘Talking About This’ by day. Below the chart, Revinate breaks out all your posts by date and displays the following: Reach: The number of unique people who have been exposed to your post. Figures are for the first 28 days after a post’s publication only. Engaged Users: The number of unique people who have clicked on your post. Figures are for the first 28 days after a post’s publication only. Talking about This: The number of unique people who have created a story from your Page post. Stories are created when someone likes, comments on or shares your post; answers a question you posted; or responds to your event. Figures are for the first 28 days after a post’s publication only. Virality: The percentage of people who have created a story from your Page post out of the total number of unique people who have seen it. This information is critical for understanding the posts that your audience deems important enough to engage with and share. Spend some time looking at the types of posts that your fans engage with. Do they like photos? Videos? Contests? Special Offers? What’s the best time to post to Facebook to get maximum vitality? Now that you know what your fans want to see from you, it will be easy to please them with content that hits the mark. Likes The Likes section provides you with information about the people that like your page. The chart at the top allows you to see new likes, and unlikes, for any time period. If you launch a campaign encouraging people to like your Page, this page in Revinate is a great place to track your success. Don’t worry too much about the people that unlike your Page. It’s not that they don’t like your brand – it’s likely that they no longer wish to receive brand messages in their newsfeed. You should only become concerned if you receive many unlikes on a given day, which would indicate that you posted something so offensive or disagreeable that people unliked your Page in large numbers.
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Understanding Facebook Insights Further down in the Likes section, you can see the demographics of your Page, for any given time period. Understanding the gender and age breakdown your Page can help you tailor your posts to the correct audience. Likes by Source allows you to see where you are getting your likes. Likes can come from different sources, including your Web site, your Facebook Page, etc. If you aren’t getting as many Likes as you expect from your social plugins on your Web site, considering moving the like box or widget to somewhere else more visible on your site. Likes by City and Likes by Language allow you to see where your fans live and what language they speak. You might want to use this information to create special packages or content. For example, if you see that you have a large group of New York fans and you are a hotel in Tuscon, AZ, you might consider offering an ‘Escape from New York Special’ to capture this audience during the cold winter months. If they show their New York ID at check-in they get a room upgrade. If you have no New York fans, this special wouldn’t make sense. Or, you can do what hotels such as the Fairmont Mayakoba in Rivera Maya, Mexico do and post in multiple languages to reach your largest audiences. Page Views The Page Views section allows you to see how many cumulative and unique views your Page gets over time. Below the main chart you can see your views by age, city and language. In addition, you can see your Page Views by Referrer. This last category is important for understanding the source of your Facebook traffic. In Revinate’s case, we promote our Facebook Page on our blog so we see a fair amount of traffic coming from the blog, but we also discover surprising sources of traffic. This section helps us to better understand the types of users that are finding our advertisements or links to our Facebook Page interesting or compelling and adjust messaging if we are not getting the right users to our page. Analyze this section and see if the users that are coming to your page are in line with your target market. Be sure to have relevant, engaging content throughout to ensure your Page is liked.
Contact us to learn more or schedule a demo:
[email protected] | www.revinate.com
