Do Facebook Analytics matter? Yes they do matter. Over the years I’ve spent more and more time understanding analytics and their relevance to marketing. I've found if you are a marketer and not using analytics, you are flying in the dark. Without using analytics you won’t know if you are presenting interesting and relevant content to your audience or just posting without any reaction whatsoever. Your time is an unrenewable resource and you need to know the effect your work has on your audience. If you do not know if you are presenting interesting and relevant content to your audience you will be less likely to convert people to customers or donors.
The value in analytics comes with your ability to analyze the facts. It is one thing to see analytics, it’s another to actually interpret what they mean. Let’s take a look at a Facebook Business Page and you’ll see what I mean. First let’s get to Facebook analytics. Remember, before you can access Facebook analytics you have to have at least 30 Likes on your page. This incentivizes growing your following. Reaching 30 Likes should be as easy as asking people on your personal timeline to Like your Business Page.
You’ll know when you’ve reached 30 people first by looking at your Like numbers, but you will also be acces to your analytics (Insights) at the top of your Business Page. Insights are your analytics.
Upon opening Insights there will be another set of options; Overview, Likes, Reach, Visits, Posts, Videos and People. In this article we’ll focus on the tab marked “Posts.” At your leisure I suggest taking time to familiarize yourself with the rest of the tabs.
Posts will tell you, amongst other things, how many of your followers are online on any given day, and how many of your followers are online at any given hour of the day. As a marketer this is important so you can market your product or service when most people are available.
This is what we affectionately call “the Whale.” This tells us what time of the day your followers are are online. It does not tell us who’s online, just when the greatest concentration of people are online. The time of day is just below the Whale, along the bottom. At the top is how many followers are online on any given day.
Using the graph above you will notice followers start coming online about 9am and top out 12 hours later at 9 pm. The most followers are online between 8 and 9 pm although the distribution is fairly steady starting at 9 am.
The boxes above the Whale are the days of the week and show the number of followers that go online on any given day. Looking at the analytics the best day of the week to market is Tuesday (5,032 followers online) with the best time from 7-9 pm. This is not hard and fast, but something to be aware of and test, test, test, to find out the best times to post. This brings us to your post analytics. Scroll down below the Whale for post analytics.
Analytics for published posts is the most valuable part of Facebook analytics. Of course they’re all important to a degree, but post analytics tell you how well your posts were received by your audience. Here’s how this works.
Facebook will show you every post you’ve made along with the associated analytics; Reach and Engagement. Reach is how many people received your post. Engagement is how many people took action (clicked on something, Liked your post or Shared your post).
I start by looking at Reach. You can easily scan through your Reach numbers to see which post had the greatest reach.
Aha! Now you know which posts are most likely to get to their intended recipients. You can also order each area from highest number of people reached to lowest number of people reached. The beauty of this is you can tell which posts had the greatest reach and which posts had the least reach. To order posts click on the word “Reach” and the numbers will reorder from highest to lowest. Click again and they will reorder from lowest to highest. This is a quick way to discover the fruits of your labor.
A post with a large reach indicates interesting and relevant content. A topic with a small or zero reach indicates the content missed the mark and you should consider refraining from presenting that certain type of information. At this point it is a waste of time. In the future you may want to try a similar post and see if it gets a similar response but for now focus on the posts with the greatest reach.
Engagement shows the reaction your audience had to your posts. It shows what, if anything, your audience did with your posts. It shows 3 things; Likes, Comments and Shares; the action taken by your audience. This is a true gauge of post value. It is one thing for your audience to see your posts (Reach), but it is something totally different when they take action (Engagement).
You will find the numbers not as big in the Engagement column as they are in the Reach column because there is less people reacting to your posts than are seeing your posts. A well-received post will have high Reach numbers with lots of Engagement (post clicks, Likes, Comments and Shares).
Do Facebook analytics matter? Yes they do. Facebook analytics tell you how well you are doing with your Facebook posts and if you are delivering interesting and relevant content to your audience.
As you become familiar with analytics you will start spotting trends and have a better understanding of your audience and how best to serve them. After you’ve mastered analytics you can fine tune your work to reach the greatest number of people and cause the biggest reaction.
Good luck and be prosperous.
Mike Bitter Affordable Social Media, Inc. (402) 216-8126
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