Social marketing seems to be all the rage these days, so you went ahead and set up a Facebook page for your business or organization, you seem to be getting some traffic, but what does it all mean? This blog post will attempt to bring some clarity to the metrics being presented to you via the Facebook Insights area of your facebook page. In Part 1, we will look at the Insight Dashboard and make sense of the Overview tab and metrics displayed on it.
The Insight dashboard is a great way to get a quick view into what is going on with your page. You usually hope it looks like this with 4 green arrows pointing up, but sometimes depending on trends you might have some pointing down as well.
This is the total number of people and pages who have liked your page. Though not the only indicator, but easily the most important, you want this number as big as possible to increase the potential for each of the subsequent metrics.
Friends of Fans
Through each person or page that liked your page, you have this many 2nd degree connections. This is might be the most easy to reach audience that is not already engaged. This number directly grows with the number of page likes.
People Talking About This
This is the number of people who have taken used an action on your page. An action can be a page or post Like, Share or Comment. This metric might be the most complex. It is impacted by a number of metrics but one could consider the following factors that would be a direct impact:
- Quality of post
High quality posts that are of interest to your demographic are more likely to generate engagement through Likes, Shares and Comments
Releasing content on a regular schedule increase the chances of engagement. This should also revolve around your demographic and when they are most likely to be on Facebook viewing their news feed
- Total Number of Page Likes
The more page likes you have, the more people see your posts
This metric is common across every advertising platform and quite simpyl represents how many people your message reached over the past week. This is directly impacted by all of the above mentioned metrics.
It is important to remember when reviewing these metrics that that are interrelated. The best way to keep all of the metrics to increase is to let them organically cultivate. Build a plan to indicate the types of content you wish to share, build a schedule and stick to it. As quality, interesting, engaging content is posted, the page audience will increase, bringing up the number of friends of fans, increasing the weekly reach, and hopefully, the people talking about this metric.
In Part 2, we will look at the metrics available for your actual content posts, and not just the page.