Small-Business Guide To Mastering Facebook Insights

Most people think of Facebook as just a personal platform to keep up with and share things with friends and family. But it also is a great source to get valuable information and data to help you grow your online business.

The more you know about your visitors and customers, the more effective you’ll be at delivering laser-targeted messages and value to them. That’s the purpose of Facebook Insights, to help marketers like you learn more about your target audiences – including valuable demographics, geographical data and even purchase behavior.

In the valuable infographic below by Business Backers, you’ll learn how to navigate through Facebook Insights, what information each section displays, how to use it and finally provide some actionable tips that you can start using today to better understand your audience.

“Like any kind of marketing, one of the most important things you need to know is about your audience, and Facebook Insights provides you with a lot of demographic information about your fans. The data you get might not necessarily align with your expectations about who you think they are, but this is important to know for planning your strategy and assessing your page’s performance so far.

Another area of Facebook Insights that you can benefit from is the ability to learn from your competitors as you can track their most recent posts and see what engagement they have, to get ideas for content on your own page. You could do this by following them from a personal account, but Insights lets you do it incognito and much more efficiently.
All of these tips will give you the knowledge you need to get the most out of Insights, which will in turn let you start to achieve what you really need to achieve with your Facebook page.”*

Key Tips For Facebook Insights Mastery:

  • You can export your metrics as a CSV or Excel spreadsheet to analyze and crunch your date further
  • If you’re running Facebook ads you can analyze your data to run split testing campaigns to determine which approach is performing the best and help you decide where you ad budget should go
  • Use your engagement statistics to help determine you how to use your paid social budget and boost your most successful posts
  • A great ‘hack’ is to type: “pages liked by people who like [your page]” into the primary search bar to find pages that your fans also like. Add them to your pages to watch
  • Pay special attention to you ‘likes’ data since this is the lifeblood of your Facebook page. Look for trends in your performance
  • The Reach section is key to help you broaden your audience. Watch out for algorithm changes that may feature company pages less prominently and affect your organic reach
  • Make sure to fill in all of your contact and location details on your page so that when you’re recommended these details (that people want) show up
  • You can boost your engagement by gamifying your posts. Encourage your fans to use the heart reaction on one of your posts and then pick a random winner to receive a prize
  • Looks for unlike trends to determine what your audience does not like
  • You can get more of an insight into trends by simply splitting up the actions data by time periods (such as month or quarter) and comparing them
  • Use a social media content app like Everypost or Buffer to schedule posts when your fans are online
  • Use a tool such as Evernote to record what works for your competitors (and what doesn’t) so you can refer to it and dial in your own content
  • Sort your columns to fit your own criteria
  • Pay special attention to the difference between likes and followers. If people are still liking but unfollowing your page, you may need to rethink and adjust your content strategy

Quote and infographic by Business Backers.