Poke around your new Facebook Insights. Now, think of how you can use it to make actionable decisions about your campaigns.
“But guys, there are *so* many data points. I can’t possibly know which ones I should actually care about.”
That’s where the unfunnel comes in. Here are 10 ways to use Facebook Insights to optimize marketing campaigns, boost your web traffic, increase social engagement and drive results. This list will also help you determine which campaigns aren’t performing so you can stop wasting resources on tactics that aren’t converting. With these tips, we promise you won’t even miss the “People Talking about this” metric.
So let’s do this…
Create Personas to Focus your Content
You (hopefully) have a list of web personas you want to target, right? Each of those personas is going to be prominent on varying channels. Facebook is no different. Look at your demographics data to see which types of people are fans of your Page. You’ll likely find it skews heavily toward one or two directions rather than a mix of all of your personas. This is a good thing… it means you can focus on creating Facebook content for your Page that resonates with your audience. Once you start posting tailored content, expect to see engagement rates rise.
“But how do I know if it worked?”
Go back to your Facebook post’s performance metrics and see if those numbers started growing after you switched up your content.
Determine Where to Promote your Most Compelling Offers
Marketers can’t get enough of the Popular Pages metric. This tells you where on your Page your audience is spending the most amount of time. Why is this important?
With this information, you can decide where to post your most compelling calls-to-action. You’ll find the majority of your audience spends the most time on your Timeline. But you also might realize that a good amount spends some time on your Info tab. Try updating this section often with links to new promotions, content, contests, etc. Wherever your audience spends its time, that’s where you want to be. And if you run specific campaigns within dedicated tabs, you can measure performance and optimize them using these metrics.
When Your Fans Are Online + Post Reach + Engagement = When to Post
When your Fans Are Online is a deceiving. It tells you when your fans are viewing any Facebook posts, not yours. So to figure out when your fans are viewing and engaging with your posts specifically, you need a combination of this metric plus Individual Post Reach plus Engagements. It’s more time consuming, but it’s a more accurate way to determine if the changes you’re about to make to your content are actually going to pay off.
Determine how much and with what your audience is engaged
Engaged Users click or create a story anywhere on your Page (including liking your Page), and is the best metric to determine Page performance.
Consumers are those who click anywhere on your post (whether or not the click generated a story), and is the best metric to determine overall post performance. You can also break down Consumers into the type of action they took on your posts (link clicks, video plays, photo views, etc.) to determine which type of content performs best. Go one step further and compare Consumers as a percentage of Reach to see, at the individual post level, the percentage of your total audience engaged with your posts.
Evaluate Social Calls-to-Action
You can also use Consumers to evaluate the calls-to-action included in your posts. Maybe you’re trying to drive likes on a photo campaign – where you can track likes at the post level. This is very useful if you want to test post copy versions to see which resonates better with the audience, and which variation results in more goal conversions.
Determine which Posts to Boost with Ad Spend
No two posts are created equal. Each one will reach different volumes of audience and generate different levels of engagement. This is where Engagement Rate comes in. Use this metric to see how well posts are performing on the engagement scale relative to how many impressions they receive.
Use Total Engagements to see which posts work the best overall, regardless of reach, to find outliers that dominate engagement (but didn’t reach as many people as others). These two metrics are critical when deciding the posts to boost with a paid ad spend. You want to boost the strongest organic posts because you’re a smart agile marketer. And you know the best-performing organic post is likely going to be your best-performing paid ad or promoted post.
Differentiate Paid vs. Organic Metrics
Social media teams often struggle with differentiating between organic and paid contributions to online campaigns. With Paid vs. Organic metrics (Likes vs. Page Likes, Reach, Impressions and Clicks to your website), you need not worry about this anymore. Use these to differentiate between organic and paid engagement, and see how these initiatives perform separately as well as how paid campaigns might affect your organic page or post growth.
How other Channels and Tactics Impact Social Growth
Aside from differentiating between paid and organic, determine which tactics (paid vs. organic vs. viral) contribute most to Page growth — such as events, content, tabs, mobile apps, trends, photos, videos or third party apps. Breaking down how each tactic or channel impacts your Page can help you determine which initiatives you want to continue running and which you want to scrap.
See Performance of Combined Tactics
Reach measures your effective Page audience (not just fans or page “likes”) and is driven by the Facebook Algorithm. Very few of your fan base sees all of your posts. And often, most of the users who actually do see your posts aren’t your fans. Keeping an eye on Reach will show you how the tactics you implement to drive active, engaged fans willing to share are paying off.
Basically, Reach tells you whether or not the previous 8 tips are legit.
See how Negative Feedback impacts Reach
Negative user feedback comes in 5 key types:
- Hide clicks, which hide your specific post from their News Feed
- Hide All clicks, which hide all of your brand’s posts from their News Feed
- Report SPAM, which is when a user reports one of your posts as SPAM to Facebook
- Unlikes, which is when a user elects to unlike your Facebook Page
- Bad Reviews on your Page or Place, which are detrimental to your new fans’ longevity and perception of your brand
If anyone Does any of these Things to your post or Page, your Page will be Shut Down
Just kidding. It’s not the end of the world. You should expect it to happen occasionally, especially as your Facebook audience grows. But it’s important that you realize how these elements affect your overall Reach (and vice versa). The best part about the Negative Feedback metric is it gives you the opportunity to figure out what you’re doing wrong in social and business. Next step? Stop doing that thing, and fix that bad product or service ASAP.
Check Negative Feedback at the post level — you can easily figure out the type of content that isn’t working with your audience. As your Reach grows, accept the obvious – your Negative Feedback will grow too. Account for this by measuring Negative Feedback as a percentage of Reach (or Negative Feedback Rate). Peaks in this rate can show you how much Negative Feeback is too much…and when it’s time to act.
Use these Facebook Insights to step up your Facebook game. Some you’ll need to export the data in order to see, so don’t get confused if you don’t see them in your dashboard. What tips and tricks have you learned in social analytics? Let us know in the comments.[mc4wp_form]