If your organization doesn’t have the budget for a robust stats platforms, Facebook provides an internal tool that allows you to easily measure and track the performance of your brand page. In order to manage a successful Facebook community, it’s important to use metrics like demographics and engagement stats to appropriately tailor your Facebook plan. Knowing who your audience is and what they care about is integral to cultivating a lively and highly engaged Facebook community. Below are three tips on how to use Facebook Insights to improve your news organization’s presence on Facebook.
In order to view your Facebook Insights, you have to be logged into a Facebook account that has administrator rights on your brand’s page. Once you’re logged in, a “View Insights” link will appear in the right-hand column of your page beneath the Admins box. Click through, and you’ll be taken to the main Insights Dashboard, which will show you a cursory overview of your page’s statistics. For a brief rundown on what metrics Insights offers, see Facebook’s FAQ.
Tip 1: Know Your Audience
In order to build a healthy community with engaging content, it’s imperative to know what types of users are active on your page. The “Users” tab on Facebook Insights provides valuable information on the demographics of your community, including gender, age, location and language. Remember that this information is not based on IP address, but instead on what details users have entered into their Facebook profile, so there is always some room for error. However, once you know who your audience is and where they come from, it’s much easier to develop content tailored to their interests. For example, if your community is primarily comprised of younger people, you can post links to stories that will resonate more with 18-34 year olds. Additionally, by using location data, you can geotarget Facebook posts, allowing fans to see only the links to local stories that are most relevant to them.
Tip 2: Know What Content is Successful
The “Interactions” tab in Insights is a helpful tool for learning which of your posts generate the most feedback. Using metrics such as the number of comments, likes and impressions each post receives, it’s easy to decipher which types of content are the most successful on your page. You may notice that links to stories that are coupled with compelling engagement questions foster the most discussion, or that photo posts generate a lot of likes; armed with this knowledge, it’s much easier to make decisions about which types of content to post on your page.
Tip 3: Know When and How Frequently to Post
Some brands can get away with posting more than others; it all depends on the temperament of your community. By using Facebook Insights, you can make informed decisions about the best time of day to post, and how many posts per day are too much. You may notice that people are more likely to “Unlike” your page when you post more than a few times a day; if that’s the case, you can adjust your posting schedule to be less frequent. By analyzing how many comments and likes each post get, you can also see what days and times of posting are more likely to generate feedback.
For more information on how to use Facebook Insights, you can always check out the Facebook FAQ.