How to Measure Your Success on Facebook

Beyond the number of people who like your Facebook page, how do you know how successful your interaction on Facebook is? Whats more, what does it really mean to have a lot of likes? Measuring your success on Facebook requires a bit more of an in-depth look at how people are interacting with your page, and Facebook Insights provides a way for you to do just that.

Facebook Insights is the analytics program behind Facebook business pages. There are two schools of thought about measuring social media. The first is that its really important to get as many fans and followers as possible. The second is that fan quantity is not as important as fan engagement. In fact, both ways of measuring social media engagement are essential for a successful program, as long as we keep in mind that there must be a balance between the two.

If you have a new Facebook page, making your community aware of the page and encouraging people to like it is an essential first step toward engagement. You need an audience before you can have a conversation! And engagement is also highly critical for increasing your fan base.

Facebook Insights provides a detailed look at who has liked your page, and what content your fans find engaging and motivates them to share. This is valuable intelligence that you can use to improve your posts and your page.

You can find Facebook Insights by visiting the Dashboard of your page. In the center box of the center row of your dashboard, youll see the Insights box. Click on See All to open the module.

Facebook offers a tour of the analytics program, as well as a product guide that describes each metric in detail. Heres a view into how you can use some of these metrics to improve your interaction with fans and extend your fanbase.

  • Total Likes: You cant have a conversation in an empty room. So, when you first launch your Facebook business page, your immediate goal should be to get people to like your page. Some ways to do this:
    • Invite your friends to like the page
    • Ask your staff to like the page and invite their friends to do the same
    • Post signs around your library asking visitors to like the page
    • Promote the page in your email newsletter and on your website
  • Friends of fans: This metric gives you an idea of the potential reach of your page. That is, if each of your fans shares one of your messages, this is the total number of people that would see it.
  • People Talking About This: This metric provides insight into how many people are interacting with content that you post. This includes likes, comments and shares.
  • Demographics and Location: Click on any individual metric and you can see a breakdown of the user demographics. This is very helpful in two ways: if youre reaching more people in the 45-54 age range than teens, you can adjust your content to attract more teen fans. Likewise, you can develop content specifically for women if you find that they are the largest percentage of your audience.
  • Page Posts: This is the most interesting set of data because it identifies the type of content that is most often shared. Paying attention to two numbers can help you create a more effective content strategy: Engaged Users and Virality. Both show how many people interact with your page and take the extra step to share a particular piece of content with their friends. Sort these columns to see which posts generated the most interest and engagement. This information can be used to generate more content like your top posts, which not only increases the success of your page, but does it in a way that is more time-efficient for you.

Have you tried Facebook Insights yet? Tell us how you use it in the comments below. Well cover more ways to use Facebook Insights in upcoming posts.

 

About Tiffany McClary

Tiffany McClary is the Director of Communications, Marketing & Outreach for the New Jersey State Library. She coordinates marketing and public relations initiatives in order to enhance the reputation of the State Library, and promote the value of NJ libraries and the services and programs that they provide to residents.