Analytics: How to Use Facebook Insights to Grow Your Business

Friday - February 22nd, 2013

Written by: Tristan Pelligrino

Analytics: How to Use Facebook Insights to Grow Your Business

Many businesses have taken advantage of Facebook’s Page feature, but not everyone uses the Facebook Insights to analyze their statistics and in turn grow their business. If your business has a Facebook Page, you’ll want to use Insights to improve your return-on-investment. After all, if you’re spending time promoting your company, you’ll want to ensure it’s effective and yielding the results you desire.

Insights Overview

Once viewing Facebook Insights, you will be able to see summary graphs of users and interactions. You have the option to see interactions on a daily, weekly, and monthly basis. More specifically, Page administrators will see monthly active users, new likes, total likes/unlikes, where likes are coming from, and page views. Managers can also see daily page activity summaries, including post views and interactions.

What Does this Information Mean?

So you’ve logged into Facebook Insights. Now what? All of this detailed information is useless to your business unless you know how to analyze it. Unlike statistics for a typical website, on Insights you’re not searching for time spent on the site or unique views. Rather, focus on audience statistics and interaction.

Determine the value of “likes.”

Once your business gains a following on Facebook, you’ll want to ensure that your likes have value. Insights allows Page owners to see the daily number of active users. The main temptation is to look at the total number of likes. This is an inaccurate assessment of the performance of your company’s Facebook Page because it doesn’t show what percentage of users is engaged.

  • Daily page activity. Pay attention to see the total broadcast size of your posts. How often is your brand mentioned? Do their friends share the content?
  • Post feedback. Are followers “liking” and engaging with your posts? Furthermore, do posts on certain days of the week tend to get more likes than posts released on other days? If so, then target to release your more important content on days where traffic is higher.
  • Like/Unlike traffic. Was there a spike in either likes or dislikes? If so, it’s possible for businesses to track the spike back to a specific date and time. From there, determine if a post was the reason behind the spike. If it caused a spike in likes, emulate the post in the future, while obviously avoiding it in future if it caused dislikes.

Determine what your audience wants.

Now that you understand the value of likes for your business, establish what kind of content your audience desires. Do videos tend to perform better than articles? What kind of content receives more comments from your followers? Ultimately, you should seek to engage your existing followers. This accomplishes two goals:

  • Engaging existing followers creates fans that are loyal to your brand and are likely to revisit the page again.
  • Engaged followers will comment on your posts, thereby allowing the post to show up on their friends’ newsfeeds. When this happens, the overall reach of a post is expanded.

Keeping track of conversions

Fortunately, Insights allows business Page owners to see external referrers and sources. Furthermore, by integrating your Facebook Page with your company’s website, you can keep track of conversions and the role that Facebook marketing plays in the larger marketing plan.

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