Digital marketing and SEO have become closely linked in recent years so that there is almost no clear boundary between them and SMM (Social Media Marketing), which some consider being a special area of business.
What social marketing professionals are dealing with is - quite logically - social networks and the promotion of brands on them. One of the most important social networks, if not the most influential in the last few years, is Facebook.
Since its inception, Facebook has made great strides in terms of analytics that it offers to its business customers. And it can be easily seen using Facebook Page Insights.
WHAT IS THE FACEBOOK INSIGHTS TOOLS?
The Insights tool is a special tool by which site owners (not profile owners, business owners) gain insight into general information about visitors and users of the site - about demographics, the device through which the page enters, the time spent on the page, the number of likes/share/comments/remarks, promotional campaigns, video review, etc.
WHERE IS THIS TOOL?
For starters, you will need a profile and business page; An important prerequisite, of course, is that your site is linked to a page (that is, the site has been assigned ownership).
Learn how to create an Open Graph Protocol and Facebook App.
You can access it in two ways:
• Via the direct link https://www.facebook.com/insights (if you own multiple pages, simply select the page you want in the Page Insights section);
• On the page of your company, click on the Insights tab below the search, or above the cover photo of your site.
In the current version, the Facebook Insights tool contains nine sections: Overview, Likes, Reach, Page Views, Actions on Page, Posts, Videos, People and Local.
This section provides general information about visitors to your site (you must have at least 30 people who like the page), the device they viewed, range, videos, likes, etc. in the time period you choose (today, yesterday, in the last week or month), as well as overview of the last 5 posts.
The likes section shows total page likes, net likes, where the Like button is clicked (ad ranges, on the page itself, etc.), and you can choose any time period since the page was created.
This section shows how many people saw your posts and how they responded to them (comments, share, hide, report spam…).
4. PAGE VIEWS
As the name implies, in this section you have an insight into the number of reviews that can be sorted according to the tab (Timeline, Home, About, Photos, Reviews), by age and gender, country, and source.
5. ACTIONS ON PAGE
In this section, you can find out how your site visitors behaved - to which links they clicked, whether they clicked on the phone number, the link to the site, etc.
An insight into the posts section tells you when your visitors are online, what type of posting is more successful (link, video), and you can also track competitive pages and see their performance.
If you decide to commit to a video promotion, in this section you can follow the number of shots you have uploaded, overviews of shots longer than 30 seconds, and the most popular videos on the page.
The demographic section provides you with a general insight into the gender and age of the user, language, location, etc.
Since November 2015, a local analyst is also available that tells you about Facebook users close to your company - so you can target them on the basis of this information when promoting the site.
HOW TO USE THE TOOL INSIGHTS TO IMPROVE THE BUSINESS PAGE?
The answer to this question depends primarily on the site owner, the social network administrator, or any other member of the content strategy team.
Based on all these data, reports on performance, attendance, changes in work, etc. can be made.
You can extract the data in the desired format by clicking on the Export button, located in the top right corner of the Overview tab.
This tool can give companies an insight into how the funds are spent on Facebook promotion and return on investment (ROI). Based on all this information, a writing strategy can be prepared.
From experience, we suggest that you do not watch this tool too often instead of focusing on content, you will be enchanted with numbers that will easily draw your attention. This tool should do exactly the opposite: to help you create content and improve your business image. Therefore, we propose a moderate review and reporting on a monthly (or even quarterly) level.
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