For all the work you put into running your Facebook page—updating statuses, responding to comments, updating information, creating events, answering messages, posting pictures, interacting with others’ posts—sometimes you might wonder just what it is you’re doing on your computer when there are so many other aspects of your business to worry about. Hey, we get it. But the power of Facebook and its humungous audience is not to be ignored. Fortunately, there are ways you can track how effective your Facebook campaign actually is.
There’s the immediate, of course. Just monitoring what type of posts garner the most likes and comments from your community can go a long way in determining what works and what doesn’t in the content that you share. Did attaching a photo to that update on your holiday hours generate more engagement than last year’s post with no photo? Bingo. That’s an easy one.
But Facebook has a bevy of tools that allow its page administrators to get deep in analytics. Monitoring how many likes a photo receives is just scratching the surface. We call them metrics and what they allow us to do is track nearly every aspect of the Facebook experience.
There are three main metrics that are the basics of Facebook’s Page Insights tool, easily accessible through your page admin tab. These are Page Likes, Post Reach, and Engagement.
In Page Likes, Facebook shows you not only how many likes you have in total but how many you received this week vs. last week.
With Post Reach, the metric allows you to monitor both the total reach of your posts throughout the week—just how many people saw your post in their news feed—and also the number of people per post.
In Engagement, you can analyze the action-related results of your posts. Engagement numbers are the metrics that show how many people clicked on a post, liked it, shared it, or left a comment.
In utilizing the Page Insights tool, Facebook users are better equipped to view and analyze the effectiveness of their posts, enabling them to make any changes necessary for fostering a more engaged community. It should give you a better idea of just how much you’re getting in return for all that work you’ve been putting in.