As Facebook Managers on behalf of our clients we spend a lot of time examining and analysing statistical data. One of the most common challenges is to get deep enough into the insights to demonstrate true engagement.
So imagine our delight when Facebook introduced access to much more detailed insight information – a marketer’s dream.
One of our online marketing team, Laura is particularly taken with the new Facebook insights and it’s added features. We’ve got our heads together to select the best of them:
1. The amount of information you get directly from the interface is much better. You now don’t have to export data to be able to drill down into the statistics for meaningful conclusions.
2. At a glance you can now see from the overview tab how the page is performing in metrics including, ‘page likes’, ‘post reach’ and ‘engagement’ on each day of the week compared with the previous week. For speed alone we find this useful.
3. You can see a break down of the areas of your Facebook page people are visiting most on any particular day and where traffic to your page is coming from. Previously this information wasn’t available easily – you could use the old “reach” tab to see top referrers but you couldn’t see page tabs compared in this way.
4. The ‘When your fans are online’ addition is excellent. You needn’t doubt any more about when is the best time for you to post on Facebook or have to use external tools to work this out.
5. ‘Best post types’ tells you what gets the best reaction from your fans whether that’s video, photo, links or a plain text update. Previously this was quite a manual process, analysing posts to get a feel for the most effective.
6. On the posts tab you can now see how far your post reached to people who are fans of your page vs. non-fans, also important for establishing final reach.
Finally, one of my favourite new charts is the demographic info which now shows you the age profiles of your likes compared to Facebook’s overall users:
I’m not saying we’re easily pleased but this has been exciting – it makes Facebook reporting much more interesting!