Week XV Pt II: Facebook Analytics
Taking a look at analytics is a regular responsibility of every social media manager.
So what exactly should one be looking for?
Three of the most important Facebook analytics to observe regularly are post engagements, followers, and reach.
Post engagement metrics give a great idea of how reactions, comments, and shares fluctuate throughout a time period.
Above is a robust indication of user engagement. Reactions, such as likes & loves, are nearly equal to comments, which means followers are thoroughly engaged in the page. An understandable dip in numbers occurs right around Thanksgiving day, during which most people are traveling, spending time with Family, or shopping in brick and mortar stores. Otherwise, the steady upwards slope over the month of November is a great indication of increasing user involvement.
In terms of traditional marketing metrics, Facebook also offers a thorough measurement of demographics.
The high ratio of men to women involved with the page is not surprising for a brewery business. What is surprising is the depth of data Facebook provides on individual provinces of San Diego from which followers come from. This allows for powerful retargeting when it comes to optimizing future posts, especially paid ones. Not to mention the statistics on age and language, which further help a business cater to its most active fans.
Finally, reach allows a business owner to properly visualize how the organic and paid efforts are, well, paying off.
From this graph, the impact of paid measures is immediately apparent. When paid campaigns aren't running, the total volume of impressions staggers substantially. Meanwhile, organic reach experiences a natural ebb and flow through the weekends and weekdays, respectively. A surprising relationship exists between the two whereby spikes are analogous in paid and organic audiences, a trend that is unintentionally capitalized on between November 20th - 24th.
The plethora of metrics Facebook provides affords the business manager unlimited diagnostics to consider in the growth of an organization. Although initially these graphs may seem overwhelming to a new user, over time they are not to be neglected. In fact, eventually they should grow to be some of the most helpful tools in the businessman's belt.
So what exactly should one be looking for?
Three of the most important Facebook analytics to observe regularly are post engagements, followers, and reach.
Post engagement metrics give a great idea of how reactions, comments, and shares fluctuate throughout a time period.
Above is a robust indication of user engagement. Reactions, such as likes & loves, are nearly equal to comments, which means followers are thoroughly engaged in the page. An understandable dip in numbers occurs right around Thanksgiving day, during which most people are traveling, spending time with Family, or shopping in brick and mortar stores. Otherwise, the steady upwards slope over the month of November is a great indication of increasing user involvement.
In terms of traditional marketing metrics, Facebook also offers a thorough measurement of demographics.
The high ratio of men to women involved with the page is not surprising for a brewery business. What is surprising is the depth of data Facebook provides on individual provinces of San Diego from which followers come from. This allows for powerful retargeting when it comes to optimizing future posts, especially paid ones. Not to mention the statistics on age and language, which further help a business cater to its most active fans.
Finally, reach allows a business owner to properly visualize how the organic and paid efforts are, well, paying off.
From this graph, the impact of paid measures is immediately apparent. When paid campaigns aren't running, the total volume of impressions staggers substantially. Meanwhile, organic reach experiences a natural ebb and flow through the weekends and weekdays, respectively. A surprising relationship exists between the two whereby spikes are analogous in paid and organic audiences, a trend that is unintentionally capitalized on between November 20th - 24th.
The plethora of metrics Facebook provides affords the business manager unlimited diagnostics to consider in the growth of an organization. Although initially these graphs may seem overwhelming to a new user, over time they are not to be neglected. In fact, eventually they should grow to be some of the most helpful tools in the businessman's belt.
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