Last month, Facebook began rolling out new and improved Insights for pages with robust facts and figures.
Here are the top seven improved features for page managers:
1. Page Likes
As one of the most basic social media measurement metrics, we are all looking at page likes as one of the baselines of social media success. Facebook’s new insights not only provide a much nicer looking graphic, but ones that can be adjusted for a desired data range, from a week to months. This makes month to month, quarterly and yearly comparisons of data much easier to compile and evaluate. This also makes tracking the success of long-term campaigns more more effective.
Additionally, Facebook marketers will also have a greater idea of where likes are coming from in terms of paid or organic likes as well as net likes, accounting for unlikes and sources likes are coming from, whether mobile, page suggestions or ads. Another plus is that each metric can be isolated and studied in its own graph as well as put on larger graphics with other metrics.
2. Engagement
The metric that social media managers crave is engagement, and now we have likes, shares and comments added up and put on a graph for us to evaluate. Again, the range is adjustable to show 1 week vs. 1 month or whatever data range is desired. Increases and decreases can be evaluated per post type allowing campaigns and strategies to be fine tuned.
3. Feedback
A post reach is a metric that Facebook has been serving up for a while, but the new Facebook insights offer a look into negative feedback. Negative feedback is measured when members of your audience Hide your posts, Report as Spam and Unlike your page. This is a valuable for marketers and page managers to note because if they see a spike in these actions, they can track down the specific posts that caused friction and adjust strategy, language and tone that may not be resonating or turning off customers.
4. External Referrers
Since Facebook pages are acting as “mini-hubs” for company activity, it makes sense that page managers should have a more robust measurements of what other places around the web are directing towards their Facebook page. Like Google analytics, we can see the top external traffic sources and make recommendations on adjustments for blogs, cross promotions and social tie ins on websites.
5. Post Clicks and Specific Post Data
Although clicks was previously part of the vague “Talking About This” metric previously provided, the new Facebook insights clearly show each number of clicks per post and per link. Now each post can be isolated and evaluated for engagement (likes, comments and shares) as well as link clicks. This is especially valuable for marketers who like to see the breakdown of posts in terms of traffic to specific websites and for driving engagement.
6. Best Times to Post
The new Facebook insights may finally shed some light onto one of the most asked questions by social media marketers and page managers: What is the best time to post? Using this feature, Facebook analyzes when your audience is online, broken down by hour and day of the week. You can see weekly averages as well as individual days. The information also becomes more sophisticated with the more data collected, so this feature changes as your audience and their Facebook consumption habits change as well. With this analytic addition, posts can be positioned for high reaches and exposure.
7. Demographics
The old Facebook insights had a decent amount of information that indicated major factors of your audience including age, gender and geographical location. However, Facebook amped up the data to also show which parts of your audience were reached and which were engaged with your page. This can help determine what parts of your audience to cater to. For example if you have a significant percentage of audience in a location, targeted posts that are local or specific to them could earn a higher reach and engagement for your page.
Overall, the new Facebook insights features provide much more easily isolated data sets and information that can be more closely analyzed and compared. Each includes a much more robust look at your audience, giving valuable insight and a foundation for building and refining your content and strategy.
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