Social media has rapidly become more than just a way to connect with family and friends, and it now goes beyond acting as a source of entertainment in our free time. Today, we have seen social media become a more important marketing avenue for businesses around the world. With more than 70 million active business pages on the platform, Facebook marketing has revolutionized how we conduct business and communicate with customers.
It is critical for businesses who use Facebook for advertising or marketing to analyze their social media metrics. Facebook currently offers the most comprehensive and user-friendly metrics for business pages of all the social media platforms.
When viewing your page from the business manager platform, you will see the Insights tab at the top of the page. Here, you will find a quick overview of your most important metrics. This typically is from the past week, but there is the option to choose a specific time frame to analyze. Going down the left side of the page, you will see break out sections, including Likes, Reach, Page Views and Previews, Posts, People and more. There are numerous metrics to dive in to, but we are going to cover the basics to help get your business started measuring your efforts!
Total page likes is the number of unique people who like your Page. Some may argue that page Likes are a vanity metric, AKA that likes don’t matter as much as they used to. However, there is still benefit in this kind of metric, as it can lend credibility to the perceived popularity of your establishment.
Posts
The post tab is extremely valuable to your business’s metrics. On the main Post analytic page you will find three tabs at the top:
- When Your Fans are Online: This will show data for a recent 1-week period. This will reflect when the majority of your fans are online in your local time zone.
- Post Types: This will show the success of different posts based on average reach and engagement.
- Top Posts from Pages You Watch: If you Like any other pages from your Business Page, the top performing posts of those liked pages will appear here.
Further down the Posts page you will find recently published posts from your Page. It will give you the option to view the metrics of recent posts broken down by:
- Post Clicks/Reactions, Comments and Shares
- Reactions/Comments/Shares
- Post Hides, Hides of Posts, Reports of Spam, Unlikes of Page
- Engagement Rate
Understanding Reach vs. Engagement
Reach is the number of people who have seen your posts. This is a great indicator of how efficiently you are getting your name out to your fans. If your business is new to digital marketing, this is a good metric to measure because you want to capture attention to grow your fan base larger.
Engagement measures interactions with your posts. Facebook defines engagement as including all clicks, comments, likes and shares. Just because a post has high reach doesn’t mean it will have high engagement.
People
The People tab will display a breakdown of demographics for your fans. These demographics include gender, age, country, city, and language. It will also display the people you’ve reached with your Page posts and the people who have engaged with your Page posts. This information, partnered with the “When Your Fans Are Online” metric, can be used to reach the best audience at the optimized time for higher engagement.
Analyzing your social media metrics is critical for every business. These metrics can help you identify where you should be focusing your energy and where you can improve. This easy guide is just surface level information for identifying and analyzing your business’s social media metrics.
Sources
https://sproutsocial.com/insights/social-media-metrics-that-matter/
https://www.lyfemarketing.com/blog/social-media-measurement/
https://www.socialmediatoday.com/content/interpreting-facebook-page-insights-reach-vs-engagement
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