We're always telling people to check their Insights on Facebook on a regular basis. Why? Because it helps you understand what your audience are interested in, so you can produce relevant content that gets engagement. Here's how you can do a 10 minute health check of your Facebook Insights.
First up go to your business Facebook Page and navigate to the menu at the top called Insights.
The first thing to look at is the people who like your page. Whilst likes aren't the only measure of success for your Page, it's useful to know where people find you.
Down the left hand side have a look for the tab called 'Likes'. Here you can see how many likes you have on your page and, more importantly, where they happened. Facebook will tell you whether your likes happened on your Page, in the News Feed or through Facebook Search. This gives you an indication of where people find your Page.
When Your Fans Are Online
The next stop is having a look at when your fans are online. Go down to the tab called 'Posts' and have a look under the menu for 'When your fans are online'. Hover over each day to see when your fans are active on Facebook.
Is this in line with when you are posting? Are the patterns different on weekdays to weekends? Note down any times where the majority of your fans are online so you can schedule content for this time.
Whilst in this menu, have a look across at 'Post Types'. Which ones have performed better? Is it video, images, links or status updates? For the ones that perform best, can you produce more of this content type? Make a note of it for your content schedule.
Post Reach & Engagement
Scroll down from Post Types to see all your posts. Look at the reach and engagement figures. Is there a trend with the type of post and the engagement you get? Or maybe a particular time of day gets better engagement than others? If you spot patterns, make a note of them for your content schedule.
Another interesting insight you can find on Facebook is the demographics of your fans (people who like your page), your followers and the people your posts have reached, which may vary from those who like your page!
To find this data, select the tab called 'People' and look through the data for each group. Again, think about your ideal customer then compare it to the people who like your page and those who you reach. Are these the people you want to be reaching? If not, think about how you can target your desired demographic.
These insights will give you a good idea of how your content is performing, when the best time to post is and the types of post that engage your target audience. Try to check your Insights at least once a fortnight so you can ensure you stay on track with your content.
Use the data you glean to inform your content schedule and use a free tool like Hootsuite or Buffer to help you stay on top of your Facebook content.
Getting stuck on this? Contact us to arrange a Facebook training session for £35.