If you have a Facebook business/fan page, you may know that Facebook Insights are the stats that Facebook compiles for you. You can see what your Facebook fan demographic is, how many page views you’ve gotten for the week, how many active users you have and more.
The Facebook Insight stats are ideal for measuring your success. To review the stats for your page(s), login to Facebook and then go to: http://www.facebook.com/insights. Click “view insights” under the business/fan page you want view stats for. The opening screen should have two charts on it:
#1: The “Users” Chart: This chart is VERY helpful in giving a general summary of how much your fan base is growing and how active the fans are on your page.
This chart explains how many total “fans” you have and how many “monthly active users” you have. “Monthly active users” are Facebook fans that are considered active if they have engaged with, viewed, or consumed content generated by your Facebook page. It also displays how many “Daily New Likes” you have.
How this chart can help: This chart can help you figure out when you’re getting a bigger increase in fans and, more importantly, what you’re doing at that time to gain more fans! Maybe you’re tagging local businesses frequently or you’ve posted about events that are of interest to your fan base. You can then change your social networking strategy based on what works.
#2: The “Interactions” Chart: This chart shows you how much feedback you got on your page for the past few weeks.
It tells you how many “likes” and comments you got on your posts for each day. The green lines show how many comments you got on your page and blue line shows how many “likes” you got on your page.
The Daily Post Views and Daily Post Feedback numbers are only calculated from the previous day, so those numbers might not be as beneficial to you.
How this chart can help: You can use this to see which days you got the most feedback/interaction on your page. You can then go back to your page and see what it is that you posted that brought in these results. You can then use that information going forward when deciding what to post.
#3: Fan Demographics: You can see both the gender and age range of your fans, where they’re located, AND what language they speak!
How these charts can help you: If you know what your largest fan demographic is, then you can determine what types of things you need to post and who you’re “talking” to when posting to the page.
#4: Page Views: You can see two types of page views on this chart:
Logged-In Page Views: The total hits to your Facebook page for the past few weeks from people who are logged-in to Facebook. Keep in mind that this could mean that people looked at your page logged-out of Facebook.
Unique Page Views: Total “unique” hits to your page from people logged-in to Facebook. This could be people who aren’t fans or people who don’t visit your page often.
How this chart can help you: If you’re getting more page views than usual on a particular day or week, you can look back at your page and see what type of things you did to get more page views. Maybe you tagged more local businesses in your wall-posts, or maybe you posted a photo album. This can be good information for you to know what you need to do when you’re looking to get more people to look at your page.
Keep in mind that fans will also read your posts on their news feed, and so just because they’re not clicking to go to directly to your page does not mean they’re not reading what you’re posting!
#5: Tab Views: You can see WHICH tabs on the page your users are visiting frequently AND how many “external referrers” you got. External referrers are clicks TO your Facebook page that came FROM an outside website, like google or your website, for example.
Hows this chart can help you: You can know which tabs and areas of your page to pay attention to the most. For example, if you have a high number of users going to the discussion tab on your page, then you know that you should spend some time contributing to the user discussions and adding more discussions to the tab. It’s also good to know which external referrers are working most for your page so you know which websites work best for promoting your page!
#6: Media Consumption: If you post media to your page frequently, this is the perfect chart for you! You’ll see how many photos views, video plays, and audio plays there were on your page that week! The blue line represents video plays, the green line represents audio plays, and the purple line represents photo views.
How this chart can help you:
It shows what type of media your audience enjoys and what day they liked it, so you can go back and see what you posted that day that was so popular! If you put up several community photos, see which albums got the most views and post more photos like those.
If one particular video you posted got a lot of hits, try and make all your videos as successful as that one. It’s important to remember that these charts represent what your fans liked the most on your page, and if you want to keep getting more fans, you have to give the people what they want!
#7: Daily Story Feedback: This shows how many “likes” and comments you've had over the course of a few weeks as well as people who un-subscribed or “un-liked” your page.
How this chart can help you:
Just like in your interactions graph, you get to see what day(s) you got a lot of feedback from what you posted and then determine what it is you posted to get that feedback.
You also get to see what isn’t working if you get a large number of fans who unsubscribe to your page on a certain day or week, and that’s also important to know when you’re making changes to your social networking strategy!
#8: Daily Page Activity: This chart refers to how often outside people come to your page and actually post unique content on your page.
It refers to how many people actually posted on your wall instead of just commenting on something you posted, how many people wrote something on your discussion tab, how many people tagged you in a post, and if you have a “reviews” tab, or how many people have posted reviews of you and/or your business!
How this chart can help you: This aspect of your Facebook page is definitely the hardest to get high numbers for! You can use this chart to determine how often you’re inviting your fans to participate on your page. Maybe you need to get more creative to engage your fans!
To sum it all up: Facebook Insights are important to your business page because they show you the when and what and allow you to measure your success. Best of all, your real estate virtual assistant can monitor all of these stats (at least 1x per week) while they’re maintaing your social media presence. Ask your VA to show you a revised version of your social media strategy at least 3x per year!
Make it a great day,
Erica Lawrence
Operations Manager
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