Facebook has altered their insights page once again and now show page owners even more information about who their fans are and how they engage with the page.
Once you click on the insights tab you now have: Likes, Reach, Talking About This and Check-ins. The check-ins tab and talking about this tab only work when 30 people have talked about your business or checked in to your business in the last 30 days.
First up the general insights page which looks like this
These general insights let you see how many fans you have and how many friends those fans have, it also shows you how many people are talking about your page and what your reach is based on that.
One thing to note is the purple dots, the bigger the dot, the more posting that took place over that period of time. Consequently, the bigger the dot, generally speaking, the higher the blue line. More posts mean more eyeballs, most of the time. Of course, part of evaluating your analytics is finding the right amount of posting for your page.
Under this graph is a list of all of your posts with some information about their reach, virality, and the conversations they encouraged.
The part that’s new here is the virality number and this is the one that can help you refine your posting strategy. Interesting to note here, that just because a post has a large reach, does not mean that it is more likely to gain traction and get people talking.
The Likes and Reach tabs have not changed since they were rolled out a couple months ago.
What has changed are the last two tabs: People Talking About This and Check-Ins.
Page owners could always see this data about EVERYONE who liked their page, but what about the people who are doing the engaging and talking and sharing with and about the page?
And what about the people a page reaches but aren’t fans of the page? Now you can see who those people are too! What kind of potential customers and fans are out there? To whom could you target some Facebook ads in order to encourage them to like your page? Now you know!
And when those stories about your page are created by liking your content or page, commenting on your posts, sharing your content, and mentioning your page in a post of their own, what kind of response is the most popular and to what does it correspond in your content stream?
For example, I can see in my data set that people mentioned my page 3 times on November 2nd, which was a highpoint on the graph. If I go back to the general insights page, I can see that on November 2nd I post 3 times, 2 of which were requests to vote for me for the Mobbies. Those posts were then reshared by fans requesting that their friends vote for me too. So now I know (as if I didn’t already) that my fans are awesome and respond well when I ask for help!
Finally, the Check-In’s data page. This will allow you to see demographic info about those that have checked into your business as well as info on how and when they checked in.
This is great for brick and mortar businesses. You can now see which days are most popular to check-in and create marketing campaigns based on that timeline.
Overall, these insights have improved upon what was already a much improved product.
Take a look at yours and let me know what you learn about your fans that you didn’t know before.