By: Emily Anderson (@EmilyTsuda)
Social Media has come a long way, from social fun to a tool that is used to increase sales and new leads for brands. With the wonderful features integrated into platforms like Facebook, you can quickly find satisfaction in interpreting your data to discover what content you should be posting and how to strategically position it across the platform.
What’s So Great About Facebook Analytics?
Facebook offers some of the most detailed statistics compared to other integrated social media platform analytics. Within Facebook’s insight tab, you will find graphs that measure audience actions on a page, page views, page previews, page likes, post reach and much more. It allows you to compare data across previous weeks to give you an idea of how your page is performing throughout time. There is also detailed analytics on elements such as followers, likes, reach, page views, etc. The best part? This information is part of Facebook’s features and does not require upgrading to a paid service.
How to Use Analytics Effectively:
While it’s great that Facebook offers all of these amazing tools right on their platform, it can be overwhelming and create uncertainty about what data you should be paying more attention to. Here are a few hints to helping you use it to your benefit.
Review basic insights: Under the insight tab, view the reach, benchmark and engagement. Under reach, find the spikes which will tell you what day the reach was the highest and will make it easier to gauge what posts did well. The benchmark tool is used to improve your engagement by comparing the results to the previous period. The engagement rate measures the percentage of interaction on a post. This is helpful to compare from other posts so you will understand which posts perform better.
Download insights data: If you go to “insights” and click “export,” you can select a post data and the date range. When the data is downloaded, a spreadsheet will be provided that gives you more detailed information on individual tabs. This is a very helpful tool to see your interaction on posts such as comments, likes and shares in one large document.
Focus on a goal: Before diving into the analytics of Facebook, it’s highly recommended to determine what your goals are and then rank your priorities from there. This will help you avoid a rabbit hole of endless information that is offered to you.
In addition to Facebook’s analytics, there are other platforms that make it easy to measure your content on Facebook. Systems like Hootsuite (free service) and HubSpot (paid service) offer more insight on Facebook data. Once you have a little practice and get a better understanding of the system, Facebook analytics can become a beneficial tool in reaching and engaging with your audience.
Emily Anderson is a senior majoring in Advertising and Public Relations. She is currently a Public Relations and Marketing Intern at Grand Rapids Community Foundation. On her free time, you can find her collaborating with global brands as a social media influencer.