New Tool Tuesday: Facebook Insights for Pages

You know what’s cooler than 1 million people? 800 million people. That’s how many active users Facebook reports having right now.

And on average (same source), a user is connected to 80 community pages, groups and events. The above average user (ahem, probably most of you reading this!) is probably connected to more than 100.

Yeah, yeah, you’re saying…Facebook is a big deal. But what’s new?

This: Facebook Insights.

OK, technically Insights aren’t new, but they’re newly non-sucky, and that’s sort of the same thing.

Insights are Facebook’s version of analytics — the dashboard and reports you can use to see who’s interacting with your pages, what they’re doing, where they came from and, in turn, do more of the stuff that works and less of the stuff that doesn’t.

I’m going to share a few of the biggest features, but I learned so much from:

and I also took the time go go through the http://www.learnpageinsights.com/ training tool, and I HIGHLY recommend it. It’s a guided tour, made by Facebook, and it walks you through each element.

(Note: on December 15th, Facebook will be phasing out the old Insights tools, so the time to learn the new tools is now.)

someecards.com - Thanks for not inviting me into any confusing and pointless Facebook applications

Highlights:

  • You’ll see things like likes, reach and talking about this – each one has different and valuable results, so make sure you take the time to understand the difference between the three.

**likes = number of unique people who like your page

**reach = number of unique people who have seen any content associated with your page, including ads and sponsored stories

**talking about this = number of unique people who have created a story about your page

  • You’ll be able to narrow each of the above variables down by date range, by post types and more
  • You’ll be able to track the number of engaged users, or people who have clicked on a post
  • You’ll be able to track virality, or the percentage of people who have created a story from your post, out of the unique people who have seen it
  • You can sort by each of those variables (engaged, each, virality)

What’s great about all of those things is that you can instantly see what types of content get the most response from your fans. So perhaps photos posted after 2pm are big hits. Or updates that include questions get a lot of engagement. Look back at the things you’ve done and build on them.

A few other notes from the Facebook team:

  • Posts between 100 and 200 characters (less than 3 lines of text) receive about 60% more likes, comments and shares than posts greater than 250 characters.
  • Rich media content tends to draw attention more than simple text (photos and videos). Posts including an album, photo or video generate 180%, 120% and 100% more engagement.
  • Ask for your fans’ opinions. (Also, consider asking questions using the Questions product.)
  • Try “fill in the blank” posts; particularly suited to talk about specific attributes of your product (why they like it, how they use it). 90% more engagement than other posts, on average.
  • Give your fans access to exclusive information. Announce new products on Facebook first, give access to sales, exclusive photos from events.
  • Reward your fans with deals and perks.
  • Be timely.
  • Use geo-targeting to make sure that only the people who would find your post valuable will see it.

So…if you have a moment — head on over to Facebook and like the Growing Bolder TV page (my baby!) so my engagement score goes up. :)

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Comments

  1. says

    Katy – is there a way for me to use buffer to post to facebook.. but include a picture with the post? I like to get my blog posts up there.. but it only posts the URL. I like having one of my images up there, as well!

    • says

      Cait —

      I’ve just asked Buffer to help clarify. I’m having trouble picking the thumbnail, too, and it’s designed to work, so hopefully it’s a quick answer!

      You can also use IFTTT (I’ve blogged about it before) but I prefer Buffer.

  2. says

    Could you please write a book about social media for small businesses? (aka – people who do their own social media and don’t have time/money to go through in detail all of the ins and outs.) First Buffer, now this. Awesome. You’re the best, Katy! :)

    • says

      Joanna, you are so sweet!

      I read a lot of trade stuff — all of the usual suspects (Mashable, TechCrunch RWW) and some very specific websites and blogs related to social media. So I have a pretty good sense of what technology is on the horizon. I don’t break news, I just look for ways to make the tools apply to our little corner of the blogging world.

      I also use an editorial calendar to plan and research posts (I very rarely write them in one sitting).

  3. says

    Amy Porterfield is also a great resource. I listened to her FB Influential webinar last week) and learnt so much about superfans and engagement as well as customised landing pages – you can check out mine here if you want http://www.facebook.com/GirlonRaw2?ref=ts but if you are keen to check our hers, it is http://www.facebook.com/AmyPorterfield or one of her clients which I REALLY like is http://www.facebook.com/lizdialto. I know it’s slightly off topic but I am really digging facebook pages right now.

    Now I am off to like your Growing Bolder page ;)

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