How To Use Facebook Insights To Better Engage And Understand Your Fans

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February 2, 2011

How To Use Facebook Insights To Better Engage And Understand Your Fans

Our Digital Scientists are made up of tech-loving, results-oriented, passionate, digital marketing nerds who have an unnatural obsession with all things digital. Most likely seen glued to a screen and spewing new digital marketing trends.


Screenshot via Facebook

You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.

How To Use Facebook Insights To Better Engage And Understand Your Fans

How Can Facebook Insights Be Used

Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page's activity and growth. These analytics can only be accesses by page administrators.

The new Facebook Insights highlights sharing behavior related to content both on and off your Facebook Fan Page with better data, graphs and charts. These improved charts now allow you to select which information is shown on each graph by checking the relevant boxes. All these tools can help your business better understand what your fans want from your page.

Facebook Insights can help visualize top level information on page growth and fan interaction, as well as specific metrics for individual posts and comments Liked on the page. Experimenting with a different strategies to see which are most effective can be made extremely simple by keeping a close eye on your analytics.

Beyond analytics regarding content, Facebook Insights also helps break down customer demographics with easy to understand visualizations. Insights lets you look at gender, age, country, city and language breakdowns for a comprehensive understand of who makes up your audience online.

A Guide To Facebook Insights

First off, it is important to understand that there are two different kinds of Facebook Insights, User Insights and Interaction Insights.

  • User Insights: Total page Likes, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption.
  • Interaction Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).

Before you dive into Facebook Insights it is important to decide what exactly you are trying to measure. With so many different tools available, it can sometimes be difficult to find the right data that is helpful in answering the questions you have. Take the time to familiarize yourself with the data and keep a close eye on your daily and monthly performance trends with the various integrated tools. Keep your stats generally on the rise, and it should be safe to assume that you are doing the right things.

Active User Growth: This tool helps monitor the daily/monthly changes of the fans who follow your page. Keep track of the number of fans you have on the first of every month to see what your growth looks like. If you are trying to grow your page organically, 5 to 10% is a great figure to aim for. If you are looking for a more aggressive growth pattern, try things like Facebook Advertisements, custom Facebook welcome pages, etc. Whatever you decide to do, make sure to watch for changes in fan growth and attempt to determine what caused them.


Screenshot via Facebook Insights


Inline Insights: This tool helps analyze basic performance for each post you make on page. This information will show up near the bottom of each post, and will allow you to see what content gets fans talking and sharing the most. Determine which posts are best received by your audience so you can give them exactly what they want! This is a great tool to see immediate results for new content strategies.


Screenshot via Facebook search


Page Views: This tool is a great way to determine the number of fans coming to check out your fan page and each interior page. Subtracting the number of unique page views from the daily views can give you some good insight as to how many fan are continuing to come back to look at your page.


Screenshot via Facebook Analytics

Demographics: Use these tools to see information of your brand's fans such as age, sex, and location. Always a good thing to know when trying to provide valuable content.


Facebook via Facebook Analytics


Unlikes and Attrition Rate: Unfortunately, no matter what your engagement strategy is, you will have some fans who unsubscribe to your page. Usually this is only a small percentage, but keep your eyes open for the large spikes which are usually tied to too frequent or infrequent activity. While there is no exact science to determine why people are dropping your page, If you make an attempt to understand why these fans have left, you can make better decisions to avoid it in the future.

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