There are more than 835 million worldwide users of Facebook which brands have the chance to reach and engage with- if they know the right facts.
Back in October 2011, Facebook rolled out the Insight tool which provided measurements on your Facebook Page’s performance ability. This meant that businesses had the ability to find anonymized demographic data (age, gender, country, city and language) about their audience, and see how people are discovering and responding to their posts. Until now, this has remained unchanged.
By the end of the summer, all business page owners are expected to receive the new Facebook Page Insights.
These new updates will mean that you are able to unleash more content which is relevant to your target audiences. Knowing the percentage of your reach and who actually engaged with your content is really important data to look at. And so, armed with rich, accurate data, you will have the knowledge to drive your business forward.
Here are just 4 reasons why your business should take advantage of the Facebook Page Insights:
1. It’s simple. The Facebook page is easy to navigate around, so you’ll be able to get your Insight data in no time. Just open the ‘Gear’ menu below your Page’s cover photo and select ‘View Insights’. Once you’re in, the data you see displayed has been broken down into percentages and graphs. This also means that the data analysis and reporting has been made a lot simpler too!
2. More engagement.
– Prior to the update, the idea behind the People Talking About Us metric (PTAT), showed how shareable posts were based on the levels of engagement. The PTAT metric has now been broken down into elements which can be reported separately; Page likes, People engaged, page tags and mentions, page check-ins and other interactions on a page.
-The Virality metric originally measured the number of people who have created a ‘story’ from a post, and not included clicks- a strong indicator of positive post engagement. Now, clicks will be involved in this metric and will be renamed ‘engagement rate’, to be clearer in its definition.
3. Increased reach. As we all know, even on our personal Facebook accounts the news feed rewards quality posts with greater reach. The relationship between positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page) are a major consideration for businesses when gauging post quality. This can help you identify the content that inspires your visitors to engage more with, so you can create more of that relevant content and have a far greater reach- it’s a win win situation!
4. Score card. In the new page metrics, performance, reach and engagement, will be aggregated into a post-specific score card. This will then enable you to evaluate positive and negative metrics together. In turn, you will be able to identify what content is working with your audience, and what is not.
So, a top tip on how to get the best out of your insights:
If you are still unclear about what works and what doesn’t with your target market, experiment. By experimenting with different types of posts, you will be able to see what your audience responds to best. To start seeing Page Insights, your Facebook needs to have at least 30 ‘likes’, so be patient and it will be worth your while.
If you are currently trialling the Page Insights- how are you finding the updates? Or, if you are still waiting for the updates to kick at the end of summer, are you going to be using the Insights tool more?