{"id":32,"date":"2011-11-30T00:00:00","date_gmt":"2011-11-30T00:00:00","guid":{"rendered":""},"modified":"2018-08-03T11:45:21","modified_gmt":"2018-08-03T11:45:21","slug":"facebook-insights","status":"publish","type":"post","link":"https:\/\/www.silkstream.net\/blog\/2011\/11\/facebook-insights.html","title":{"rendered":"Understanding Facebook Insights"},"content":{"rendered":"

Facebook Page Insights<\/span><\/a> is a free service there to help answer your questions by providing page owners, administrators and developers with metrics centered around the content that is posted to the page. <\/span><\/p>\n

Broad Metrics<\/span><\/p>\n

If you want to know how many fans you have, you simply need to look at the number displayed on each page. Facebook has now applied a new metric to Pages which defines engagement. This is called ‘talking about this’ So you can now see how much <\/span>engagement<\/span> you and your competition have created. <\/span>
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This has huge implications because it now puts the focus on engaging with fans. Likes, shares and comments on the page all count towards this figure, however what many don’t realise is that this also includes other interactions such as check-ins, answers to questions, tagging and more. Most pages will reach less than 10% of their fans by simply churning out post after post of poor quality links that fans do not really want to see. With the creation of the Facebook ‘ticker’ it is very easy for fans to switch off notifications from your page in a couple of clicks if they feel you are spamming their news feed or providing too much unrelated or advertising content. By driving the focus more towards engagement with fans through content, page administrators will need to optimise their posts by focusing on what their fans <\/span>really<\/span> want to see.<\/span><\/p>\n

Insights Dashboard<\/span><\/p>\n

You can find your new Insights dashboard located on the main menu under your profile picture on the left-hand side. This is where you will find analytics for traffic and stories posted to your page. Data is only available to administrators of your page.<\/span>
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Clicking on the Insights tab will take you to your dashboard. Here you will see an overview of your pages performance over the last 28 days. Insights data should never be more than 48 hours old and Facebook will always announce if there is a problem collecting and serving data.<\/span><\/p>\n

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\nThis overview includes analytics data based on the following metrics:<\/span><\/p>\n

\n\n\n\n<\/colgroup>\n\n\n\n\n\n
Total Likes<\/span><\/td>\nThe number of unique people who like your page.<\/span><\/td>\n<\/tr>\n
Friends of Fans <\/span><\/td>\nThe number of unique people who are friends with people who like your page.<\/span><\/td>\n<\/tr>\n
People Talking About This<\/span><\/td>\nThe number of unique people who have created a story about your Page. A story is created when someone likes your Page, posts to your Page Wall, likes, comments on or shares one of your posts, answers a question you posted, responds to your event, mentions your Page, tags your Page in a photo, checks in at your Place, or recommends your Place.<\/span><\/td>\n<\/tr>\n
Weekly Total Reach<\/span><\/td>\nThe number of unique people who have seen any content associated with your Page in the previous week. This includes Ads and Sponsored Stories that point to your Page.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\nThe timeline that runs along the horizontal axis of the graph also displays when you posted to your Page as large purple dots. The more you post in one day the larger these dots will appear. You can judge at a glance how effective any posts you made were towards your audience. The secret to success here is finding the posts that engaged the most users or reached the largest audience, then duplicating the outcome by creating a new unique post that should work equally well. To achieve this you need to look at your posts in more depth. You need only scroll down to the second part of your Insights dashboard.<\/span><\/p>\n

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Here we can view a list of all the posts that any administrator has made within the last 28 days to the Page wall. They are automatically sorted by date but you can click on a column to sort by reach, engagement, people talking about the post or the virality.<\/span>
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\n\n\n\n<\/colgroup>\n\n\n\n\n\n
Reach<\/span><\/td>\nThe number of unique people who have seen your post.<\/span><\/td>\n<\/tr>\n
Engaged Users<\/span><\/td>\nThe number of unique people who have clicked on your post.<\/span><\/td>\n<\/tr>\n
Talking about this<\/span><\/td>\nThe number of unique people who have created a story from your Page post. Stories are created when someone likes, comments on, shares your post, answers a question you created or responds to an event.<\/span><\/td>\n<\/tr>\n
Virality<\/span><\/td>\nThe percentage of people who have created a story from your page post out of the total number of unique people who have seen it.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\nThe higher the <\/span>virality<\/span> percentage the more successful the post has been. Not necessarily by reaching a larger audience but by engaging the users that it did reach well. And <\/span>this<\/span> is what you should be focusing your social media efforts around.<\/span><\/p>\n

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\nInsights for Likes<\/span><\/p>\n

Under the ‘Likes’ tab in your Insights menu you are provided the gender, age, demographics and location of all users who like your page. These include gender, age, country, city and language. You should use this information to understand exactly who your audience are so you can target your posts better.<\/span><\/p>\n

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\nStudying the information above we can see that 46% of the target audience are women aged between 25-54 and that 27 of the 68 UK fans live in London.<\/span><\/p>\n

You can also see when your page was liked.<\/p>\n

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