Facebook page insights is not as scary as it looks. This powerful social analytics tool is available to anyone with a Facebook page, and, when used correctly, it can hyper-optimize your marketing efforts. Getting to know exactly who your fans are and why they like the things they do will instantly help you decide what content is worth sharing. Even if you’re new to Insights, you can start putting your efforts into the methods that work best, and stop wasting your time on fruitless campaigns.
Here are the top five things you need to know about Facebook page insights to help you get more likes:
Get An Overview Of Your Facebook Account
Analyzing the performance of your Facebook page and the engagement of your audience can help you produce the most engaging content that reaches the largest amount of users. Facebook already does most of the work for you, under “view insights.” From total number of likes and the reach of your posts, to how your audience engages with your content, this quick video will help you better understand how to get the most out of your page’s insights:
Focus On The Efforts That Drive The Most Likes
The “likes” tab in Insights shows you details about what drives users to like and unlike your page so that you can focus your efforts on strategies that are proven to drive likes. There are four main sections on this page — daily data, total page likes, net likes and from where — to help you figure out what wins.
The total page likes graph shows how your total likes have changed over the selected range. It shows where your likes came from, as well as your unlikes. You should also compare it with your posting habits to draw if-this-than-that conclusions on your own.
The net likes section will show your unlikes, organic likes, paid likes, and net likes for a given day, or all of the information for a specific date range. You can filter this chart by any of the four data points, and set a benchmark to compare your average performance over time.
Underneath net likes, the final chart shows the number of times your page was liked, broken down by where it happened, so you can see where your likes come from — ads and sponsored stories, page suggestions, mobile, your own page, or others. Just like net likes, you can filter this chart and better understand who did what where in order to make smarter decisions. Analyzing these data will help you understand exactly what drives your page’s likes and where on Facebook these likes are coming from.
Get To Know Your Fan Base
If you don’t know who your fans are, you won’t know what content to publish. Posting the wrong content will help you lose likes, not drive likes. The “people” tab will help you better understand the users who share and engage with your page’s content. Here you can choose data on demographic information and narrow your data down to people you’ve reached, who’ve engaged with content, or who’ve checked in within the past 28 days. You can also see check-in, age, sex, and location comparison reports, and detailed explanations.
This video will help you better understand how you can get to know your fans better, in order to target them with the right content and drive likes:
Decipher Reach Reports
Reach on Facebook refers to the amount of users who see a piece of content. Expanding your reach will inevitably lead to more likes and drive more traffic to your brand’s page and other online presences. From the “insights” page, open the “reach” tab. Here you get a ton of data if you know what you’re looking at. The two most important sections are “post reach” and “likes, comments, and shares.”
The post reach graph shows how your posts reached your audience, separated by organic and paid efforts. You can click any day, or a range of dates, to see how the posts from those days performed, and filter the chart by organic and paid.
The likes, comments, and shares graph shows users engagement for any given day, as well as how many users hid your posts, reported you as spam, and unliked your page. By understand what content drives engagement, you can focus your strategies and content campaigns on what works best.
Analyzing and comparing these graphs will give you a better idea of which actions affect your reach, and, in turn, which actions to focus your efforts on and which to avoid.
Understand Reactions To Individual Posts
Not only does Facebook track the individual performance of each of your posts, it also gives you information about when your fans are online and which posts are performing the best. Under the “posts” tab, you’ll see data about how many of your fans each day saw a Facebook post in the past week and how many posts your fans saw at a given time during the day. Hover over any point in the graph to see more exact data.
The “post types” tab takes all of the guesswork out of comparison and analysis by showing what performs well and what you should stay away from. You’ll see all of your posts, their type, targeting options, reach, and engagement. You can sort this list by clicking on any column heading, or use the arrow drop down to further filter this list.
If you want more control and flexibility in your insights data, or if you want to look at a time frame longer than 89 days, you can export your page data to a spreadsheet. The most comprehensive way to review the lifetime performance of your posts is to do so via an exported Excel report. Post-level data lets you see what content is working and what content is not. But that’s a post for another day.
Matt Clark is the director of communications at Grovo, the leading 60-second online-education platform for social media, cloud computing, and Internet topics. Clark is an award-winning publicist and an expert in using Web, mobile, and social tech to improve messaging, help media placements go viral, and external brand-awareness efforts. Clark has contributed articles to a variety of media outlets, including CommPRO.biz, AllFacebook, PRWeek, PR News, and iMedia Connection.