MKTG 347/Week11: Facebook Insights

If you have read any of my previous posts, you should be at least somewhat aware of a few social media platforms and how they are used to enhance social media marketing across the web. Facebook, LinkedIn, and Twitter are some of the major platforms that allow social media marketers the chance to reach various audiences across the world. It is fairly simple to set up an account or page, and even start a marketing advertisement or campaign, but it is essential to know how to track your results and what they mean.

Facebook Insights is a free tool, that allows you to track user interactions on a Facebook page. After looking at the insights page, you will be able to better understand your audiences. As a result, you will known what content users respond best to, and when to post that content to get the highest levels of interaction possible.

I tried looking at the insights through the Facebook page I created during week 3, but I was unable to do so. After scanning the page looking for insights several times, I turned to Google for some help. I found that in order for insights to appear, 30 people must like your page and it can take several hours to show up. So, after receiving 30 likes for your page, here are a few metrics insights can help you track.

Likes: If you click on the "like" tab under the insights page, you will be able to see the different demographics of people who have liked the content posted on your page. You will be able to see if more women like your page then men and adjust accordingly. Insights also lets you see where the traffic is coming from. In addition, you can see unlike and even search by new likes. All of this information will help you build personas of your target audience and adjust your content accordingly.

Virality of Content: You can be posting content on a regular basis, but it is helpful to know how successful that content actually is. Insights allows you to check the virailty of whatever you post whether it may be photos, videos, links, posts, or questions. From looking at this information you will become aware of how many users engaged with a post and how the word was spread about that particular post.

Reach: Who your content is actually reaching is an important factor to know when participating in social media marketing. The reach area allows you to see what channels are the most effective to get people to view your content. You can see what searches were organic, paid, and viral which will help you determine which area needs to be increased to maintain a better reach.

Getting your content out to the public and knowing who responds to that content is essential for effective social media marketing. Facebook insights is a free and helpful tool that provides useful information about demographics and who your content is reaching, so that you can determine what changed need to be made to your online strategy.