Knowing what to measure can be as baffling as sifting thru all the insights, analytics and numbers.
Knowing why you’re measuring is key to your success.
Does your analysis give you a better idea of what action YOU can take? Do you better understand your marketing direction or what resonates with your fans?
We all love to see our fan base grow. Yet if those fans aren’t working hard for you by sharing, liking or commenting on your content, are their growing numbers meaningful to you?
We all love to see our photos and videos being shared and liked. Yet if those actions aren’t leading to an increase in brand awareness, is that a meaningful measurement?
Measuring new views and downloads are considered ‘Consumption Metrics’. While these are the easiest and most common analysis, they’re more likely to be similar to a popularity contest. Digging a little deeper, these insights will help you understand what’s important to your unique audience. That’s where the magic of relevant analytics happens.
When you want to measure strategically you may want to consider measuring what actions your viewers and fans take after viewing your content. Do they phone you and book their next vacation? Do they sign-up for your newsletter? As Jay Baer says; “The end goal is action, not eyeballs.”
Let’s dive into some popular Facebook tools to measure and analyze.
Novice Level: Page Insights, a free analytics tool right in your Facebook Business page toolbox, shows what days of the week and times your fans are most likely to be on-line. This will give you a better idea of when to post so they’re more likely to see your content.
Here’s where you’ll find Page Insights on your business page:
Do you want to know the best time to post? Check out the days and times your fans are online by navigating to Page Insights < Posts. Here’s what you’ll see:
With this info in hand how about digging even deeper and understanding which fans you’re reaching.
Here’s how to get there: Page Insights < People < People Reached/ Here’s what you’ll see:
Intermediate Level: Uncover what type of content is working hard for you and reaching your fans by checking out Page Insights. Choose the Posts section and then click on Reach. You can re-order the Reach column from high to low and better understand what your viewers find interesting. Then you can replicate your success. As you move into more complex analysis, you may consider some of the paid tools listed below.
*Pro Tip: If you’ve set up “Pages to Watch” you’ll get a glimpse of what’s popular on the pages you’ve selected and you can then compare and contrast.
Now that you know what type of content your fans love, how about diving into more details about these engaged fans? In the novice section above we talked about learning more details about your entire fans base, now we went to explore those fans that REALLY, REALLY matter….those who are liking, commenting and sharing your content.
Here’s how to get there: Page Insights < People < People Engaged. Here’s what you’ll see:
With these details in mind you’ll have clarity around the who and the what. Now the magic starts as you’re able to know what type of content resonates most with your most engaged fans. For example, if you find that your engaged fans are loving the videos you’ve posted, how about upping your video game. Check out new tools to create even more videos.
Advanced: When you study the Page Insights Video section you’ll have a better understanding of how long people watch each of your videos. This will help you understand where they drop off and potentially how you can keep their attention even longer in your upcoming videos.
Here’s how you get there: Page Insights < Videos < Video Views. Hover over each peak to learn the exact number of view for both organic and paid. Here’s what it looks like:
*Pro Tip: Glean even more information from Audience Insights if you have an advertising account set up on Facebook. That’s a topic for another article as there’s so much information that it deserves it’s own space.
Making use of your Page Insights will give you a comprehensive view and understanding of the real effect your social strategy is having.
What will you look for next time you check your Insights?
Social Marketing Strategies for Travel and Tourism