#Tuesday Tips: Social Media Measuring – Facebook (Part 1 of 4)
Is Anyone Reading Your Facebook Page?
By now, you’ve probably already created a Facebook Page for your business. (If you haven’t, read Tom Trabue’s post on creating a great Facebook page. And, if you’re still using a Facebook profile to promote your business – which goes against Facebook guidelines, and is likely to be shut down), Joe Schmitter explains how to convert your Facebook profile to a Facebook page).
But is anyone reading your Facebook page? Does anyone see your updates?
It’s easy to find out … and it’s important for you to know. Facebook keeps a robust set of analytics – called Insights – on your Facebook Page, and the data is right at your fingertips. To view your Page Insights:
- Browse to your Facebook Page
- In the left-hand column, click Insights
On the following page, you’ll see your Page Insights Overview. Across the top you’ll see four key numbers:
- Total Likes
This is the total number of unique people who Like your Page
- Friends of Fans
This is the total number of unique people who are friends with people who Like your Page. This is important, because most of what you do on Facebook is mentioned in the news feeds of your friends, so this represents the number of people who could potentially be exposed to your page. When people who Like your Page interact with your Page, all their friends could potentially see it!
- People Talking About This
This is the number of people who, in the last week, have done one or more of the following:
- Like your Page
- Posted to your Page Wall
- Like one of your Page posts
- Comment on one of your Page posts
- Share one of your Page posts
- Answer a question you posted
- Respond to one of your events
- Mention your Page
- Tag your Page in a photo
- Check in at your Place
- Recommend your Place
- Weekly Total Reach
This is the total number of people who, in the last week, have seen any content associated with your Page, including Sponsored Stories and Ads that point to your Page. Notice that, due to the “Friend of Fans” explained above, this number is often much higher than the number of people who Like your Page
Reach & Interactivity Trends
Next, you’ll see a graph which shows People Talking About This and Weekly Total Reach plotted in line graph over the last 30 days, along with a series of circles, the size of which indicate the number of posts for that day.
Notice that, for the most part, active posting leads significantly to greater interaction and greater reach.
Page Posts Reach & Virility
Finally, you’ll see a complete list of all the post on your Page Wall, and the Insights specific to each post. You can click the title to see a popup preview of the post, and click the numbers to get a popup detailed breakdown (it’s very cool).
By reviewing these on a regular basis (once a month, at a minimum, so you don’t get too far behind), you’ll begin to see a pattern in the kinds of content that people generally engage with, and the kinds of posts that are generally uninteresting. Study these patterns, and begin to consider those patterns when you post.
So, take a look at your Page Insights, and comment below or contact us at KimberMedia with any questions.