Today’s topic: analytics.
Don’t get tense just yet. We know writers tend to be averse to numbers. Take a moment to remind yourself that numbers are your friends. And fortunately for us, the Facebook Insights are pretty simple.
To begin, go to your Facebook Page (not Profile) and click Insights in the top Admin Panel. The first thing you’ll see is an overview graph like this:
Remember the promoted posts from last week where you send your posts to “people who like your page and their friends”? The Friends of Fans number tells you how many people you could potentially reach. The Weekly Total reach number is how many people’s eyes saw any of your content anywhere on Facebook.
People Talking About This is the most important. This metric measures how many people are actually interacting with your content via likes, comments or shares. To really have an influence on Facebook – remember Facebook’s EdgeRank – users talk about you.
Pay attention to what posts get the most attention, and try to write more like them. This will take some time and some tracking, but it’s worth it. You can easily see the responses right on your timeline:
This tells you the numbers of likes, comments and shares (People Talking About), how many people saw your post (Reach) and the post promotion amount. I like to save screenshots of posts that I’m most interested in tracking so they’re easy to access.
One other things I want to point out is the visitors metric:
Find this in the Reach tab of your Insights panel. (Side note: you can see additional details on any of these charts by hovering over the plotted points). When analyzing Facebook or website/blog data, you need to understand total page views verses unique visitors.
Unique visitors are the individual people who came to your page. On the graph above, this highest day for unique visitors looks to be about 40. On the same day, those 40 people viewed 70 pages, averaging 1.75 pages per person. Now, that could be 40 people looking at about 2 pages each… or it could be one person clicking around 31 times while the other 40 people view one page. It’s easy for the page views number to get skewed, unique visitors is what you’re most interested in.
And that concludes our overview of Facebook Best Practices! As always, please leave comments if something doesn’t make sense or if you want additional information. There are tons of more detailed resources on the interwebs, and we can point you toward some great ones.