Over the past few weeks, we have highlighted the good, the bad and the ugly of many social media platforms in on our blog posts. We have touched on The Problem with Pinterest, The 5 Musts on the Path of a “YouTube Sensation”, and How to Rock Your Brand on Instagram. But today, I will be talking more on Social Media Behemoth, Facebook. And more so, on the Facebook Insights tool used when advertising.
With the amount of $$ going into Facebook advertising, it only makes sense that you want to get the most out of your hard earned dollar. Did you know that more than 70% of social media advertising spend is done through Facebook. Not surprising to me, actually.
And with this comes what Facebook Insights; an amazing tool that I use daily and absolutely LOVE, to help you understand how people are interacting with your Page and more importantly, your ads you are spending dollars on. Using Insights, you can view important metrics regarding the performance of your Page, discover which posts foster the most engagement (via likes, shares and comments) and learn more about the time frames in which audience participation is at its highest.
Any time you work with an analytics tool such as Facebook Insights, it can be easy to get overwhelmed by all of the different data available to you, but what are some of the most useful things to pay attention to? Below are three highly useful (and just plain cool) things Facebook Insights can tell you about your Page.
Posts Ranked by Engagement Level
We’re all fans of our own content, but what does our audience actually think about it? The Posts report can give you some key insights to help you answer that question.
- When Your Fans Are Online – This gives you a picture of when your fans/followers are logged in and active on Facebook.
- Posts Type – This will show you how each of your different post types (e.g., link, text, photo, and video) perform in terms of engagement.
- All Posts Published – This provides you with a list of all the posts you’ve published so far, with detailed stats for each post including reach, clicks, likes, comments and shares.
Use this data to help you discover the types of posts that resonate with your audience, so you can continue publishing similar content.
Post Reach as a Response Monitoring Tool
This section of Facebook Insights may not be the most fancy, and some don’t deem it as important, but how neat is it to see (literally see, as in, they show a fun graph) that shoes the total number of people that your post/ad was served too. Reach is a standalone stat, but it can definitely come in handy as a tool to measure your audience’s responses to strategy changes.
If you decide to make a change to your posting strategy (e.g., increasing post frequency, posting video rather than text, etc.), you can use the “Post Reach” graph to set a benchmark date range so you can gauge the impact of your strategy adjustments. You’ll be able to compare your current Reach stats to a previous period to find out whether or not your strategy is working.
The “People Engaged” Report as an Audience Targeting Tool
And now, one of my FAVORITE parts of Facebook Insights. The ability to see a demographic breakdown of the people who have liked, commented on or shared your Page content within the past month.
Using this important information regarding the age, gender and location of your audience can give you a leg up when you’re looking to target a particular demographic with your Boosted (i.e., paid) Posts. By narrowing down these demographic factors in your audience criteria, you can be assured that you’re targeting your Facebook Ads to people proven to be candidates for high engagement with your content.
Facebook Insights is an awesome tool with extremely useful information, so spend some time looking through the different analytics information available. Interested in learning more? DBC Interactive can also help you construct a successful Facebook ad campaign and provide these analytics to you.
International Companies. Regional Musicians. Your local bakery. They all have a presence on the social media giant that is Facebook – and rightly so. Facebook is an essential part of any business’ online marketing toolkit. But it’s NOT a website! Or, more precisely: it’s not YOUR website.
Businesses have and will continue to lean on social media for online marketing, but is it a good idea to throw the traditional dot com website out the window? No. And here are some reasons as to “why”:
- Facebook owns your page. If they wanted too, they could shut it down at any time if you were to violate one of their MANY rules and guidelines. Or, they could even change the way the page is set up and what content you are sharing is being seen….and your business page could suffer. Who knows what could happen?! Bottom line is that it’s not yours nor is it on your own domain.
Facebook is a closed network
- What happens if someone isn’t on social media? Believe it or not, it happens. If they have no social presence, how will they be able to see your page? They may still be able to see SOME content, but that does nothing for you or your business.
You don’t get to customize
- Sure, you can decide what you put on your Facebook wall, but that’s pretty much it. BORING! All pages look the SAME! What makes you any different to stand out? Having your own business website allows you to make it YOURS and give it your own creative spin.
No Search Benefit
- When you have your own website, you’re in control of how you’ll get found online. That means you can have your site optimized to show in search engine listings for the keywords you want to rank for. Facebook? Not so much.
There is too much happening on Facebook!
- Getting and keeping people’s attention online is so difficult to do. When you have people on your Facebook page, they are constantly distracted by their friends and ads. On your own website, you still have to work hard to keep their attention, but you have more control to do it.
The fact of the matter is you NEED your own dot com. What’s more memorable: “Facebook-Dot-Com-Slash-Your-Business-Name” or “Your-Business-Name-Dot-Com?” When you have your own domain name, not only is it easier to say and easier to remember, but it establishes a certain level of professionalism. Don’t get me wrong. I LOVE Facebook and I am on it every day for both business and pleasure. With that being said, there are a number of great things social media platforms like Facebook DO offer you — but they’re most effective when used in conjunction with your own website, not in lieu of it.
Want to learn more? Our team at DBCi specializes in selecting digital products that will enhance your business’ existing marketing strategy, including creating professional, mobile friendly websites for those in need. Let us assist you in promoting your products and services in the most effective and cost efficient way!