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Social Media | Online Strategy

12 min de lectura

Facebook analytics. What you need to know to improve your Insights.

Written by: Mar Reguant

If you have a Facebook fan page, you probably know that there is a tab at the top of your company page where you can analyse your 'Insights'. You must check this every day!

The Facebook Insight section will provide you with a lot of useful information to analyse your publications and their performance. If you publish but do not analyse, how are you going to know if your efforts are getting results?

Facebook is an evolving platform. It continually strives to provide as many tools as its users need so that they don’t have to leave their own platform for publishing, programming and, as we are saying, analysing.

Facebook wants to control everything that happens with its profiles and pages, that is why it features these useful tools so you don’t have to use other softwares like Hootsuite, for example. In the same way, Facebook will not favour you if you make publications of Youtube videos in your fan page. Facebook wants you to use its video publishing tool.

This social network wants everything to stay at home, that’s way it’s offering you all the tools.

Which are your goals?

First of all, when working on a new social media strategy for your fan page, you must establish some goals. What are you looking for? Getting more fans?

Remember that quality is better than quantity. That is, it is much better to have 1.000 quality fans, who really want to consume and share your content, than 5.000 poor quality fans that sooner or later will stop following you. So what are you looking for?

Boosting engagement among your followers is also a valid goal. In this way, you will increase the interactions, the times that they share your content and, therefore, you will have a greater reach. How to increase engagement? By creating quality content, up-to-date and highly interesting for your audience. This is the main key.

Organic Interactions vs. Payment Interactions.

Facebook   very clearly differentiates the statics from organic results and the paid results (coming from Faceboook Ads). In this way, if you have worked with Facebook Ads, you will see both results in the publications you have promoted.

The social network par excellence wants you to be very clear that working with Facebook Ads can reach more users, get more interactions, etc... 

Which publications work better? You must analyse them.

As you know, there are different types of posts. In general, they are: link publications, image publications, status (only with text) and video.

Each audience will better accept one or the other. Think that each target market is different so the consumption of one post or the other is going to vary too. But, unless we talk about a very exceptional case, statistics show that audiovisual content works the best.

Video publications tend to have a much higher participation rate than other publications and, therefore, achieve a greater reach. Do the test!

By clicking on 'Your most recent publications' and within this new screen, going to the 'Types of publications' section, you will see which format is the one that most attracts your audience and, therefore, act accordingly:

 

Type of publications in Facebook.png

Difference between fans and followers

Although we don’t particularly like the 'fan' word, this is how the users of this social network are known when they have clicked 'like' in your fanpage. And be aware that we are talking about users who have clicked on the 'like' button and not 'followers', since they are not the same.

So for a user to be your fan on Facebook, he must click on your fan page 'like' button. Instead, for this user to be a follower, he must click on 'follow'. It can be said that a user can be your fan page follower and not be your fan!

likes and follows.png 

Fans vs no fans

We are sure you have already realise that people who are not your page fans or who don’t follow you interact with some of your posts too. This is possible since users who have their activity on Facebook visible, when interacting with your publications, they show this activity in their feed. So even if you don’t have a fan or follower you can reach that particular person if they see that some other user friend (who likes of follows you) has your content in his feed.

Likewise, if a user shares your post, his friends or followers will be able to interact with that post too. Although these content sharing interactions will not appear on your timeline, you will also be able to measure them! We explained how.

On the one hand, in your Facebook ‘Insight’ section page you can see your publications reach according to your fans and according to those who are not fans. Click on to see all your publications and choose the option ‘Reach: fans / no fans'. Then, you will see the scope divided into two colors. As we see in this image:

 

Fans no fans.png 

On the other hand, as we have said before, you are also able to see your post interactions when they have been shared. Click on any of your publications and you will see the section that gives you this information:

 

shared content.png

Here's a trick! Those Facebook users who have reacted to your post but are not your fans, logically, they are more likely to become your followers. They have already interacted with you! So how can you invite them to follow you? By clicking on your publication reactions. Those users who are not yet your fans will appear with a clickable 'Invite' button on the right.

 

invite people.png

According to statistics, you can get much more easily fans who have been invited in this way, because they already know you.

But keep in mind that this trick will only work with those users who have reacted to your post ('I like', 'I love', etc.) not for those who have commented.

Reach. What it is and how to calculate engagement.

Reach is the number of people your publication has reached. That is, all those people who have seen your post in their timeline and have had the opportunity to interact with it. As we mentioned before, this scope is divided between your page fans and non-fans.

It is clear that if we are reaching a very high number of users but these don’t interact with our publication, something is failing. To know if the number of interactions that we got with a publication is positive, that is to say, to calculate the engagement of that publication, we will use the following formula:

 

[total number of interactions (reactions, comments and sharing) / reach] x 100

 

We will decide if the result is positive or negative according to the comparative with other publications of our fanpage. The aim is to always increase and improve.

 

Negative comments

Another point to have in mind, although sometimes they’re not given so much importance, are the negative comments generated by each publication. What do we mean by negative comments? It is not really a text comment that speaks badly about our product or our post, but it is the negative reactions that have triggered that publication.

Negative comments are the users who, since a particular publication, have decided to hide all our publications, stop following us, report us as spam or, simply, hide a publication.

What kind of information can negative comments offer us? For example, that a particular publication has been able to hurt the sensitivity of our users, that the shared content is not of interest, etc. Each case should be analyzed separately.

Finally, we would like to make an honorable mention to Facebook’s 'Publishing Tools' section that you will also find useful. As we said before, Facebook makes everything possible so that its users don’t have to leave their platform. That’s why you’re able to use this platform in order to schedule your future publications, without having to use other software. So what is the advantage? That Facebook offers a greater reach to those publications that have been programmed from its own platform.

Of course, there are many more data you can analyze from your fan page. Stay tuned so we'll keep talking about it in another post!

Publish valuable and consistent content on social media

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