I have a confession to make. I’m a bit of a data nerd. Yes, I’m THAT person that enjoys looking at the graphs and tables in Facebook Insights. Weird, I know. And today it’s my mission to get you to start looking at your Insights, and maybe enjoying it a little bit.
Now that you’ve created your plan, it’s time to check how it’s performing and tweak it if necessary, but just how do you do that?
By looking into the world of Facebook Insights. According to Facebook, Insights help you “understand how people are interacting with your Facebook Page, how many people you are reaching, and who those people are.” The exact information you need to check how your plan is performing.
How to access Facebook Insights
Log in to your Facebook Business Page and click on the Insights Tab on the top menu, below the search bar. You need to have over 25 likes on your page before you can access your Insights.
Once inside, there is an overview page with a lot of data and graphs. This information is very useful, and if you’re a little nerdy like me, you may even start spending time interpreting the data (and secretly enjoying it).
We will focus on:
- When is a good time to post according to your audience
- How your themes and more specifically, your posts are performing
When do you schedule your posts for maximum engagement?
On the secondary menu bar click on the ‘Posts’ tab. The first graph you see tells you when your fans are online. This information is useful to tell you the best time to schedule your posts.
So in the example above, the majority of their audience is online at 10pm. As a general rule, it would be beneficial to schedule posts at 9.50pm so that their posts will be close to the top of their audience’s newsfeeds. If you are posting multiple times a day, pick the times when most of your audience is online, and schedule your posts at those times.
This is a great a guide to help you decide what times to schedule your posts.
How are your daily themes performing?
In your social media plan, you decided what themes to post about on certain days according to your target audience, what information they wanted from you and how your industry experts are doing it. Now it’s time to see how your themes and the articles and information that you’ve shared over the last month are performing.
Let’s go back to your insights.
On the Posts page again, the next graph lists all of your posts, and may be sorted in a date range. You will see the date, post, post type (link, photo, video etc), and more importantly, reach and engagement.
The last 2 are the most important to determine which of your posts is working.
We have all heard how Facebook reach is a bit of a joke, so don’t stress out if it looks like your reach is low. Every business on Facebook is experiencing the same thing.
That is why you need to take into account both the post reach and engagement. You may find that one of your posts did not get very good reach, however you received a lot of engagement. That is more important than reach alone, as it means your audience finds your posts interesting enough to engage with.
The image below shows my posts over a 2 week period. I can see that the 4 top performing posts were:
1. Personal sharing of a pic of me picking olives (who would’ve guessed?!). I got great reach and engagement from this post.
2. A link post about using Pinterest for Business from Kim Garst (an Industry Leader). I also ‘mentioned’ her in the post. My reach was great, due to mentioning her, but I didn’t get a lot of engagement.
3. A Motivation Monday quote as an image. My reach was good, and so was engagement.
4. Video post. I posted my very first video introducing myself to my audience (the scariest thing I’ve done for my business). My reach wasn’t too bad, but the engagement was almost the same as my olive picking pic.
So what can I learn from my insights?
- I know that personal sharing is important to my audience. They want to know more about me as a person which is why the olive picking pic and the video post had great engagement and reach.
- Mentioning industry leaders in my posts gets their attention and increases my reach as their audience is huge and when they ‘like’ my post, I am tapping into some of their audience.
- Motivating quotes are always popular.
I can take these lessons and share more motivation and personal posts, and continue sharing posts from industry leaders to build relationships.
- So, using solid data from your insights and analytics allows you to make decisions on when to schedule your posts,
- what your audience likes and engages with,
…and then make any changes if necessary.
It’s a good idea to keep checking your analytics on a regular basis.
It doesn’t have to be every day, once a month is okay. As your audience grows, their behaviours as a whole can start to change, like what times the majority of your audience are online and the types of content that appeal to them may also change. By checking your Insights, you can keep up to date with any changes and you can tweak your content and timing to suit our audience.
I’d love to hear about your experiences using Facebook Insights. Is it a gold mine of information, or more of a foreign language to you?