So what kind of information can you get from Insights exactly? Facebook provides everything your need to know, displayed on several different tabs: Overview, Likes, Reach, Posts, and People.
The top of this tab displays the increase or decrease in Likes, Reach, and Engagement from the last week. “Reach” is the sum total of people that have seen your post in that time period. This number is not limited to your followers; it can include anyone who saw activity from your page by posts, shares, mentions, or check-ins. “Engagement” is the number of people who liked, shared, commented, or otherwise interacted with your page. We will talk more about likes, reach, and engagement later.
Below the weekly summary is the information about your 5 most recent posts, and this data can be super useful. This quick snapshot of your posts can help you see what content is really resonating with your viewers. Keep your content diverse, but take notice of which kinds of stories, links, and photos increase your engagement and reach. This section is a great barometer for what kind of posts perform best.
This section allows you to keep tabs on your competition and their Facebook activity by showing you the basic stats of other pages you are watching. You can add up to 5 pages using the suggestions Facebook provides you for similar pages, or you can search for any page you want by clicking “Add Pages.” This section can help you see what kinds of things your competition is posting and how they are performing.
In this example we can see that the Animal Medical Center had 4x the engagement of a competitor with 1.5x as many fans. From this we can conclude that the Animal Medical Center’s content this week resonated with viewers and outperformed one of their competitors.
The Net Likes graph is helpful because it allows you to see not just what posts resonate with your viewers, but how they cause people to become new fans of your page. To the right of the chart there are options that allow you to see your unlikes, Organic likes, and paid likes over time. If you are taking advantage of Facebook’s advertising option, this would be one of the places to monitor your paid campaigns to see if they are increasing likes at a faster rate than organic likes.
We hope this guide has been helpful for any business owners trying to get a better understanding of how to manage their Facebook page. To learn more about what eStyle marketing can do for you, contact us!