Accessing Your Facebook Data
Facebook Insights is embedded in your settings; simply click the gear icon on your Facebook fan page and select the term “View Insights.” The insights tab will provide you with important information that separated into different sections: likes, reach, who’s talking about your content, and your number of check ins.
The main page will contain a graph that looks a little like this:
The graph offers a view of your likes over time and how activity fluctuates with each post (those are the purple dots on the bottom).
What Insights Says
The Facebook Insights interface is a snapshot of your fan page activity as well as how your followers respond to it. It gives you a look into a few things:
Click the “Likes” tab, and you’ll be privy to some interesting information about your followers. Demographics, like locations, gender, and age are all at your fingertips. Use this data to tailor your content. For example, if your fan base is mostly young males in Indiana, use marketing research to target that group. Conversely, if you want to tap into another demographic, reconsider your approach to content in a way that includes them.
The “Likes” tab also allows you to search by who’s liked your page recently and even who’s “unliked” you. If you spot a day or two where you scored a couple of “unlikes,” go back and see what you posted that day. What went wrong? Did you post something a little too controversial or just plain boring?
Reach is arguably just as, if not more, important than your “Likes” tab. Reach measures who’s interacting with your content, not just passively liking your page. Your Reach tab provides insight about who actively searches for your page (as opposed to clicking an ad) and how many page views you get. Use it to see which of your channels are most effective: organic, paid, or viral.
Check which of your posts are most viral: are they photos, links, questions? Then, create as much of that content as you can, while presenting it in an original and engaging way.
Talking About This
The “Talking About This Tab” give you an idea of who shares your content and when. If your sharing activity gets a boost the day you implemented a paid advertisement plan, take pride that it’s working! On the other hand, if you’re not seeing much of a content sharing boost, consider other options.
If you have a brick-and-mortar location, a check-in can be useful for pinpointing your busiest times of day, and measure the effect that social media can have on your sales. To encourage more check-ins, consider offering a promotion, like entry into a raffle or a 10% discount, for customers who check in within a certain time period. Don’t underestimate the usefulness of Facebook for capturing leads, either.
Facebook Insights is user-friendly, and, more importantly, offers valuable insight into your customer behavior. Tailor your content and increase the traffic to your posts, as well as set new marketing goals.