With its 1.35 billion users, Facebook is famous all around the world. It now sounds obvious that no brand can ignore Facebook nowadays. The social network has an undeniable impact on economics today. the following figures speak for themselves: 100 billion US dollars and 1.1 million jobs have been generated by Facebook in the USA in 2014 according to the Deloitte study. These results can lead to the conclusion that today, creating and maintaining a Facebook fan page is a must for a company. How does a fan page work? How to take advantage of Facebook insights ?
Overview
On your fan page, you will be able to access an overall dashboard which will allow you to see all your statistics in a wink of eye. It is composed of the following tabs:
Likes
- The "Like" tab allows you to know how many people like your fan page.
- You can also see the changes in your number of likes. By analizing these rates, you will be able to gauge your page reputation and consequently set up an appropriate strategy. For example, if you want to get more Facebook fans, you can invite your website visitors to like your fan page thanks to SiteW Social block.
- The graph allows you to see both the organic Likes (unpaid Likes) and the paid Likes (Likes generated by Facebook Ads).
- The section called “Where Your Page Likes Happen” will tell you if your Likes come from your own page or from page suggestions. It will allow you to know if your investment in Facebook Ads is useful and if it brings you more fans.
- Eventually, you will also be able to study your Unlike rate.
Reach
- The “Post Reach” section allows you to know how many people see your posts. You can also measure your fans’ engagement.
- Once again, you have the possibility to check how efficient your investment in Facebook Ads is, by comparing the organic and paid figures.
- With the “Likes, Shares and Comments” section, you will also be able to measure your fans’ engagement according to the type of post, and thus improve your editorial content.
- The “Hide, Report as Spams, Unlike” section will allow you to know which posts are the least attractive and thus to try to improve them.
- The “Total Reach” section will provide you a more general overview of your page since the graph shows the number of people who have seen any activity associated with your page.
Visits
- The “Page and Tab Visits” section gives you the number of times each tab of your fan page has been viewed. This will allow you to see the number of visitors on your different pages (Timeline, Likes, About, Photos, More) and to take special care of the most attractive tabs.
- The “External Referrers” section will allow you to see which sites (other than Facebook) bring you more visibility. If you notice that a website brings you a lot of visitors, why not think about a partnership with this site?
Posts
- This graph allows you to see when your fans are online according to the hour of the day and the day of the week. These statistics are very useful to know when to publish on Facebook in order to reach a maximum of people.
- The “All Posts Published” section allows you to see all your posts and associated statistics (Reach: organic/paid, Post clicks, Likes, Comments and Shares). You can thus analyze the performance of the different types of posts according to their reach and average engagement rate. In this chart, it is easy to see the types of posts which are the most engaging for your fans (videos, links or pictures). You will then be able to adapt your posts accordingly.
- The “Top Posts from Pages You Watch” chart allows you to view the scores of the pages you monitor. By the way, we have already seen that Competitive Intelligence is important for your business strategy. This section is a key indicator to learn about the trends of your business sector.
People
The "People" tab allows you to get to know your fans better, according to several criteria: gender, age, location and language.
You can get more precise information thanks to the three following tabs:
- Your fans: People who like your page.
- People reached: number of people who saw your posts during the last 28 days.
- People engaged: people who liked, commented or shared your posts or interacted with you page during the last 28 days.
You now have more details about your fans and can adapt your communication and editorial content accordingly.
You now know how to use Facebook insights. It is up to you now to analyze them and use them to increase your reach and your fan engagement.
