Confession: I’m an insights junkie. Always looking for that nugget of wisdom that pierces through the noise and illustrates the motivation behind consumer action.
So when I discovered many years ago that Facebook business pages (also called ‘fan’ pages) offer “Insights” I got excited. They actually call them “Insights” impressed me since most organizations refer to ‘stats’ or ‘analytics’, which of course is what they are, but the true value is in the insights we are able to garner from those stats. That is also the perspective I took in a previous post about Google Analytics offering Free Customer Insights.
One of many valuable lessons I learned during my time at Publicis is “…turn data in knowledge, and knowledge into insights”. It’s proven to be a valuable mantra over the years.
If you are an “admin” of your Facebook page you will see this box in the left column >>
Facebook Insights measures user exposure, actions, and behavior relating to your Social Ads and Facebook Page. By understanding activity and performance, fans and ad respondents, and trends and comparisons, you are better equipped to improve your business on Facebook and elsewhere. Insights is a free service for all Facebook Pages and Social Ads.
What I really like about these insights that is different from other stats packages is that they enable you to measure “quality” as well as quantity. Here are a few of the benefits of using Facebook Insights:
- Gain a deeper understanding of the audience engaged in your business page
- Measure the “Post Quality” for each of the items you post to your page. Facebook defines this metric as follows; “Score measuring how engaging your content is to Facebook users. A higher Post Quality indicates material that better engages users.”
- What types of media your ‘fans’ are consuming on your business page e.g. photos, audio, video, etc
- You can also create and views graphs for specific time periods for several metrics; interactions, post quality, stream CTR, page views, reviews, etc
If you are a business owners with a Facebook page or a page admin and haven’t used the Insights tool yet I encourage you to check it out and add it to your weekly routine of metrics to review.
Facebook Insights is one several topics I will be covering in our Facebook Marketing Workshop on April 6th.
I hope to see you there.