Business information written specifically for newspaper advertising departments

Facebook Insights

Whether you’re administering your clients’ Pages or the paper’s, this tool allows you to offer in-depth analytics for any Facebook marketing campaign.

There’s this nifty gadget that Facebook offers for Page administrators called Facebook Insights. Best of all, it is free to use. It’s a strong analytics tool that allows Page administrators to track demographics and trends within the Page. The Page has to have at least 30 fans in order for Facebook Insights to work. Whether you’re administering your clients’ Pages or the paper’s, this tool allows you to offer in-depth analytics for any Facebook marketing campaign.

WHAT IT IS:

Facebook Insights is a free analytics tool provided by Facebook. You can use this dashboard to analyze the overall performance of your Page as well as specific posts; you can use it to enhance how you publish to your audience; and it provides demographic information so you can learn more about your audience. It provides Page owners with metrics for their content, on both the overall level and on the granular level. These analytics will aid Page owners to understand which content engages the fans.

HOW YOU ACCESS FACEBOOK INSIGHTS:

To find the Insights dashboard, visit your Page (logged in as the administrator) and find the Insights tab on the left side of your Page. Alternatively, visit the Insights Dashboard and click on “View Insights” located on the right-hand side of the Page.

AN OVERVIEW OF THE TOOL:

This data is updated on a daily basis and is available within 24 hours after the data is aggregated. Facebook also has the option to export this data from the Insights Dashboard by using the “Export” button (located at the top-right corner of the dashboard), which opens a dialogue box that allows you to specify the date range. You can export the data as an Excel or a CSV file.

There are four basic metrics that quickly give you an overview of your Page. These metrics allow you to measure the success of your Facebook marketing strategy. These metrics are total likes, friends of fans, people talking about this and total reach.

In addition to these four metrics, Facebook Insights also provides a few other analytics tools. These include:

Users

In this section, Page owners can learn more about their fans. The user section of Insights gives administrators data on new likes, overall lifetime likes, monthly active users, general active users and a daily active users breakdown. A nice little tool in this section is the data on like sources, which tells administrators the common places where users can like your Page.

Interactions

The best part about the Interactions section is that it allows Page owners to track the ways users are engaging with posts and what content is more popular with the audience. The more engaging your posts are, the more likely your fans will spread your content throughout Facebook. And it helps you modify your posts to the preferences of your fans. This section allows you to identify trends within your Page, so you can decide what kind of content is appealing to your fans. The data is broken down into post views and post feedback, page content feedback, daily story feedback, page posts and overall daily page activity.

User Demographics

This aspect of Facebook Insights gives Page administrators demographic information on their fans, which includes data on gender, age and location.

HERE’S WHY YOU SHOULD USE IT:

By analyzing trends within content, user growth and demographics, Page owners can improve both their business and marketing strategies.You can use Facebook Insights to realize which strategies are working, which aren’t and how to tailor your Page to your audience. Your objectives can be accomplished by using this data since it classifies which styles of posts are successful.

To find out more about Facebook Insights, visit the help center here.