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Facebook: Analytics (Part 5 of 5)
You did it! You came up with a [social media strategy]
(http://www.honeymapagency.com/2017/04/19/facebook-strategy-post-1-of-5/), created a page, put it out there, advertised, and now you’re ready to find out if it accomplished anything. Let’s talk analytics.
Compared to other social media sites, Facebook is ahead of the curve in terms of easy to read data. They know that businesses are using them to advertise, they also know that most of those businesses are managing their pages directly which means they are not experienced marketers, and they know that the key question will be ‘is this worth it?’
If you’re really fancy you can connect your page with Google analytics and other such sites, but for this post, we’re going to stick to the basics. The most obvious metric will be how many people have ‘liked’ your page. If no-one is liking your page, you’ll need to determine why. Is the content not relevant? Is the page not updated frequently enough? Do people just not know about it? The best way to look into these insights is to click ‘insights’ at the top of your company Facebook page.
The Insights page will show you things like likes, comments, advertising reach, and general user engagement. You will also see on your actual business page what the reach for each post is.
Once you’ve observed all this data, think through the following:
- What posts received the most and least engagement?
- What were the subjects of these posts? What time were they posted? What trends do you see? Think about focusing on high reach topics and times.
- What growth do I see?
- Are people liking the page? When did I receive the most likes- was it following a particular ad or campaign? Are people commenting on posts or messaging? If not, how can I adjust my strategy to be more engaging?
- Has this translated externally?
- Since launching Facebook, do I see more customers? Is my phone ringing more? Are there more visitors on my website? If you haven’t set a benchmark already, make sure you set a benchmark (i.e.- how many clients/phone calls/web visits do you get with zero Facebook promotion) then compare it month to month.
- Is it worth it?
- This question will need at least six months to answer. Looking at six months worth of data, both in Facebook and external analytics, is the time, money and effort put into social media yielding enough results to justify its continuance?
- Do I want to advance my marketing?
- If you’ve been managing your own marketing, before throwing in the towel, consider hiring an external agency, or taking a seminar or online class to learn how to better improve your social media marketing.
Did you implement any of these practices into your social media? We’d love to hear about your experience!