You set up your Facebook page because it’s the trendy way to market your business online. That’s a good start, but are you analyzing your results to make sure your page is doing what you want it to do? An in-depth analysis is the only way to evaluate user response to your social media efforts.
Your social media presence is critical to establishing and growing your brand online and Facebook is critical to your social media presence. Social media demographics data by Tracx.com reveals that 75% of male and 83% of female internet users spend time on Facebook. Millennial and Gen-Xers spend an average of 7 hours per day on the site. Your comprehensive Facebook analysis will tell you if these key demographics are engaging with your business. It will show you which page strategies work and which ones don’t.
Begin by Revisiting Your Social Media Goals
Before you analyze your data and measure your page performance, you should review your original social media goals. If you set up your page with no goals in mind, now is a good time to decide what you need out of your social media presence.
Facebook gives you access to a great deal of information. Before you immerse yourself in all that data, it’s important to know what you’re looking for. A comprehensive Facebook page analysis is mostly about looking for the answers to key questions.
- How many people am I reaching?
- What is their demographic?
- Are they interacting with my page?
- Do they engage with posts, photos, and videos?
- Is my content being shared?
- What are my competitors doing?
Get to Know Your Facebook Insights
You can find a variety of paid resources to crunch your Facebook numbers and analyze your page. Fortunately, you don’t need to purchase one of those apps or programs. Facebook provides all the data you need. They lay it out in an easy to digest format.
Page analysis can be simple once you know where to look for the information. As a business page administrator, you have easy access to key page performance data. To get started, simply click the “Insights” link at the top of your Facebook page. It will take you to an Overview page where you will find links to the categories of data you need.
The Overview page lets you request data for a specified time period. Seven days is the default setting. You can also select “yesterday,” “ today,” or “last 28 days” as your data summary option. You may review information online and/or export reports for Page Data, Post Data, or Video Data in separate Excel reports. The online reports are user-friendly, so you might find the process easier if you access them on Facebook. You can always download a copy as a backup.
For easy access to key statistics, the Overview page presents most of its critical data as simple graphics in a series of small blocks.
- Actions on Page
- Page Views
- Page Previews
- Page Likes
- Post Engagement
Each block contains a numerical value for the category, for example, Page Views 6,492. Some of the blocks have a red or green arrow indicating an up or down trend in your numbers. Each block also contains a corresponding graph. You can click on a block when you want to view more details in the category.
The Overview page has an options menu on the sidebar to access data in the above categories. The menu bar also includes links to Promotions, Events, People, and Messages.
Figure Out What You Need to Know
Your initial Facebook page analysis may take a large chunk of your time, but you won’t have to conduct this style of in-depth study very often. Once you’re familiar with the available data, you’ll gain valuable insights into your page and understand how to make it work for you. Your initial review should also help you narrow future monitoring to only the information you need. After your initial in-depth review, your future reviews should be faster, easier, and more focused.
A complete analysis is most critical if you’ve never viewed your data before. You’ll learn what data is available and how you can use it to increase page performance. Once you get comfortable with the data and know what’s relevant to you, you can set weekly or monthly review guidelines according to your need for information. You can best determine how your page is doing by looking at the Facebook data categories.
Actions on Page
When you click the link to this data category you get details on page viewers who clicked the Phone Number, Website or Directions you provided on your page. You’ll see dates and total numbers per action at the top of the page. When you scroll down, you’ll see the number of people who took an action. You can see basic demographics when you click the links for:
The top section of page view data shows total views by date in graph format. When you scroll down, you can click a link to additional information about people who viewed your page.
- Section viewed
- Age and Gender
- Top sources (for traffic)
When someone hovers over your page name or profile picture in their news feed but doesn’t click, it’s a “Page Preview.” Facebook provides statistics on these actions with a breakdown by age and gender.
The top of this section shows a bar graph with Total Page Likes As Of Today. A slider on the graph allows you to show your page likes to date for previous days. Two additional sections further refine your page like stats.
- Net Likes – Shows a graph of net likes for the period selected. The graph uses colors to highlight Unlikes, Organic Likes, and Paid Likes (via an ad) that contributed to the Net Likes total.
- Where Your Page Likes Happened – This graph illustrates Likes during the selected period and also shows where they originated: Uncategorized Mobile, On Your Page, Uncategorized Desktop
Reach statistics are critical as they tell you what happened to your content after you posted it. These numbers give you the opportunity to pick up on any adverse trends before they become a problem. They also show you the effectiveness of your Facebook ads. Three sections of data break down your Reach.
- Post Reach – Shows the number of people who looked at your post via organic or paid opportunities.
- Likes, Comments, and Shares – Include Reactions, Comments, Shares, Answers, Claims, and Others. Each item is listed as a color line on a graph.
- Hide, Report as Spam and Unlikes – The graph for this category has color lines to indicate Hide Posts, Hide All Posts, Report As Spam, Unlike Page.
- Total Reach – Shows the numbers of people who were “served” any activity from your page, either organically or by a paid ad.
Engagement statistics provide data about your viewers and the way they interact with the content you post. The upper data section provides valuable insights into page viewer habits. It analyzes the Engagement categories: When Your Fans Are Online, Post Types, and Top Posts (Shared) From Pages You Watch.
When you scroll down, you’ll see All Posts Published. This chart lists the posts you published during the specified period. It shows the date published, the Post, Post Type: Link, Photo, Video, Targeting, Numbers Reached, and Engagements: Likes, Clicks, Shares, etc.
Post Engagement information is a helpful tool for determining the kind of content your viewers prefer and when they are online to see it.
This page shows the number of views and minutes viewed for all videos published during the specified period.
This section contains data about the people who interacted with your page. This data is important as it allows you to further tailor your content to the persons who view it. The People data for your page shows the age, gender, city, and country for persons in three categories.
- Your Fans – People who have liked your page.
- Your Followers – People who follow your page, including those who like your page.
- People Reached – The total number of people who have seen any of your page content during the specified period.
If you purchased a Facebook ad to promote your page, a post, a sale, or other business activity, this is where statistics allow you to view the results.
When you use Facebook to publicize your event, you can use the Events data to track your results. It shows data under three categories.
- Awareness – People reached by your event notice
- Engagement – People who responded
- Clicks on Buy Tickets
- Audience – Event Demographics
The Messages page shares information about on-page conversations with fans or viewers. These stats make it easy to see your response/feedback track record
Track Your Competitors
If you’re interested in understanding how your social media presence compares to your competitors, you’ll probably find them on Facebook too. You can search for them from the search box at the top of your page. When you locate a competitor’s page, you can monitor their Facebook activity from the Pages To Watch section of your Insights Overview page.
When you add a page to your list, you can keep track of their Likes, Posts, and viewer Engagement with content. Green and red arrows show watched pages week-to-week trends.
Do Something With All That Data
Now that you know where to find your Facebook data, put it to good use.
- If your analysis shows that you’re not reaching enough of your preferred demographic, it also gives you guidance on what that demographic likes or doesn’t like, when they access it, and what they like enough to share.
- If you find that your target demographic is more receptive to videos, you know to share more videos.
- If you figure out that your viewers don’t read your early morning posts, check your stats to determine the best time to post.
- If your competitor is doing a better job of engaging users, view their posts to see what they’re doing right.
You get the idea.
Your Social Media Strategy
You must engage your target market when and where you find them, but your Facebook strategy must be more comprehensive than setting up a page and waiting for results. You must stay involved with your Facebook page. You must publish content and monitor its activity. You must provide regular feedback to your fans and followers.
It’s important to analyze your page performance to make sure you are getting the results you desire. Once you complete an in-depth analysis, you can use your findings as a tool to guide your future social media strategy. You might even uncover valuable data and information you didn’t know you needed.