By Carrie Tylawsky Working in the new business department at a social media agency, I talk to a lot of brand representatives looking to increase revenue through social media. How can they do this? One of the oldest rules in marketing- know your target audience. There are numerous tools out there that can help measure this, but I think one of the easiest, and most useful, would have to be Facebook Insights. Despite the fact that it is available right on Facebook, a shocking number of brands either haven’t known about this tool, or have been too intimidated to use it. For those of you that fall into either category, here are a few tips and tricks to at least get you started with Facebook Insights.
First things first- you might be wondering where to find Facebook Insights. If you are an admin on any Facebook Page, you will have access to Facebook Insights. Go to “Edit Page” in the top right side of the page when you’re on the “Wall” tab and click “Insights” on the left-hand menu. This is when the fun starts. Warning- even if you are not that interested in reporting or metrics, you will most likely get drawn into Facebook Insights. There is so much information that you will probably never have guessed was available to you and you might find yourself three hours later, much more informed, but having spent all your time on Facebook.
1. When did it change? Facebook Insights are customizable, so you can choose a specific date range to really zero in on when fan growth spiked or decreased. This can be particularly useful for a brand that is currently hosting a contesting campaign, or is trying out some new initiatives on Facebook that they want to test the results on.
2. What worked? On the “Page Overview” section of Facebook Insights, you can see very clearly what worked and what didn’t on your page. If you notice that on August 15th, you had a huge spike in “likes” and “comments”, try going back to the 15th to see what you were posting about since it clearly engaged the fans. You can then use that content as a jumping off point when writing posts in the future. In the same vein, if there was a post that was very unimpressive in likes and comments, it obviously does not speak to your audience and should be tweaked.
3. Where are your new likes coming from? Under the “Users” tab of Insights, you can see where users are clicking over from within Facebook under “Like Sources”. This will tell you if the majority of fans are coming from Facebook Advertising, Facebook search, Suggestions, User Profiles, or some other means.
4. Who is viewing your page? Similar to the new likes, Facebook provides information about external referrers that brought people over from sources outside of Facebook. You can also find this information under the "Users" tab. While Google may often be the primary driver, you might be surprised to find that an influential blogger or LinkedIn often drives traffic over.
5. Who are your fans? In the “Users” tab, you can learn a lot about your target demographic just by seeing who, for the most part, is populating your page. This goes into depth about age range, gender, location, and language. Although you might think your product serves a younger female audience, Facebook Insights may surprise you when you learn that 66% of your fans are 35-50 year old men.
These tips are really just scratching the surface of Facebook Insights, but hopefully will give a lot of brands a little intel into what Facebook provides. I urge you to take a look around and see what you can find!
What is the most useful information you find Facebook Insights provides? Share with a comment below!