Facebook Measurement, part 3 of 3

On Thursday, September 29th, GlobalGiving hosted a webinar on Facebook Measurement in collaboration with Make Me Social. You can listen to the recording here or view the slides here. This webinar was part of a three-part Facebook webinar series. Each session focuses on a different topic:

Session 1: Strategy and Planning
Session 2: Best Practices & Implementation
Session 3: Measurement and Monitoring

See a below for a summary of the second webinar:

Facebook Insights – Data provided to you by Facebook about your Page!

As the admin on a Facebook Page, you have access to “Insights.” Facebook Insights provides you with metrics around the content that you post on your page. It also gives you a better sense of who your audience is by providing you with valuable demographic information.

Please note that Insights are only visible to Page admins and you will need a minimum of 30 likes on the page to access Insights.

The data that you get is not available in real-time, but at most will be 48 hours old. This will make sense when we move on to the next slide.

You will see that Facebook has provided you with some basic metrics under your posts on your Page. You can access more detailed information by clicking on “View Insights” on the right sidebar on your Page.

Facebook Metrics Vocabulary

Impressions: The number of times your post is seen. This includes views on users’ Recent Stories, Top Stories, and visits to Pages.

Feedback: The total number of comments and likes on your story divided by the total number of impressions. This is the percentage of people who, after seeing your post, engage in some way with the post.

Inside the Insights Section

Inside the Insights section, you get access to an overview of the  analytics related to the level of awareness and engagement on your page. Insights is split into two sections: “Users” and “Interactions.”

You can select the time frame that you would like to examine in detail using the box on the upper right hand corner of the main Insights page. You can export that data for further analysis and reporting purposes.

Use Insights to help you compare your performance with your goals. If your goal is consistent Page growth, you want the “New Likes” to be consistently increasing. If you want an engaged and active Page, you’re going to want to see healthy levels of active users and a high feedback percentage.

Users: On the left navigation bar, click on “Users” to view additional graphs that breakdown daily user activity (between page views, post views, Likes, and Comments).

For Pages, people are considered active users if they have visited the Page, viewed a post by the Page, or interacted with a post. User activity should increase when posts are made.

Scroll down the page to view demographic information for your Page users. Find out their age, gender, language, and location. This information helps you know your audience, which is crucial for engaging your Facebook fans. This graph is particularly helpful  in determining what time of day is best to post. For example, if all of your Page visitors are based on the east coast of the United States, be sure to post at times when they are awake and online.

Scroll all the way down the page to view your Page’s “Activity” metrics. This graph tells you what parts of your Page are being visited most frequently and how your visitors are being referred to your page.

Interactions: This section helps you track the activity—Likes and Comments—on your page.

When you dive deeper into the Interactions section, you will see a side by side comparison of the posts that were made and the associated Impressions and Feedback on each post. All of this information can be used to help you refine the type of content that you’re posting and when you’re posting it. Track change over time and carefully test changes.

Benchmarks for Facebook Success Use these three benchmarks to measure your Facebook performance.

 

  1. Consistent Improvement: Be on the lookout for improvement month after month. Measure your organization’s successes against your past performance.
  2. Increased effort = growth: Make sure that the time and resources that you are dedicating to Facebook are showing results!
  3. 1% Feedback: In many cases, this is a long-term goal that you can aim to achieve. Across this social channel, 1% feedback is generally considered a good level of engagement. But, be sure to set incremental goals that are relevant for your organization. For example, if you are currently around .1% feedback, consider aiming for .5%.

 

5 Big Take Aways

  1. Test different posting times, content themes, and media types
  2. Track the impact that the changes have on your users and engagement levels
  3. Analyze the results, try to understand what caused a change, and if it was good, how you can replicate it
  4. Make a habit of reporting your findings so that you can accurately track the growth of your page
  5. Regroup. Once you’ve started to draw conclusions from the data, figure out how you can apply that new information to your efforts. Examine your strategy and see how you can make it stronger. Look at your content calendar and see what adjustments need to be made.

There’s a lot more to learn! Stay up to date about Facebook’s newest features and the best ways to engage your supporters on Facebook:

Interested in learning more about Make Me Social and the services that they provide? Contact Meg Dawes at mdawes@makemesocial.net.

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