This is day seven of my 1 week cosplay Facebook challenge!
Facebook offers some powerful analytics tools for free, and they can extremely helpful for figuring out what you’re doing that’s working, and what you’re doing that isn’t. You can access these analytics from the “Insights” tab at the top of your Facebook fan page. Today, spend some time clicking through your “Insights” section and learning about your page, your audience, and your stats. Here are some things to check out on each of the subheadings listed along the left side of your Insights section:
This is the main page, and gives you some at-a-glance stats on the week so far. Scroll to the bottom and add 5 pages to watch. I think it’s useful to add pages that are similar in size to you, or a little bigger, so you can see what normal growth looks like, and compare your own progress to it.
This section shows your likes and unlikes. If there was a recent day where you had an unusual number of unlikes, try checking what you posted to see if you can learn from it. Often, a spike in unlikes will come soon after a spike in likes, as people change their minds — this is pretty unavoidable. In general, don’t get too stressed about unlikes — they’re normal, they happen to everyone!
This section shows you how many people you’re reaching. You can use these charts to figure out which of your posts are getting a lot of reach, so you can try to produce more content like that.
At the bottom of this page is a handy chart that tells you where you’re getting referrals from! If you get a spike in traffic and don’t know where it’s from, this can help you figure it out. This is also a good way to see if a feature somewhere is really benefitting you that much.
Actions on Page
This is where you can track who’s clicking through to your website or your call to action. This probably won’t be very important to you unless you have some other platform that you’re really intent on directing people to — but it is a pretty good indicator of how many people want to learn more about you!
This section has two really useful purposes! One is that it shows you when your audience is online, which is something you should use to determine when you make posts. The other is that it lists all of your posts, and you can click on any post to get more information about it, including its individual reach and what sort of responses (both positive and negative) it got.
If you’ve never created a page Event, you won’t have anything here. If you are guesting at a convention or hosting a panel, I recommend creating an event to get people excited about it.
Just some stats about videos, if you’ve uploaded any directly to Facebook!
Demographics — exciting!! This is where you can learn how your fan base is made up, based on gender, age, and location. This can be useful for determining what kind of content you should share. (For example, “sexy” content tends to do best with a majority male audience; or if you have a huge fan base in the UK, you should take their time zones into account when posting.)
Stats about your messages! If you have private messages disabled, there will be nothing here.
Everyone has different Insights that they feel are most helpful and interesting. Pick out a few that you want to check more regularly, and try to look at them at least weekly!
And of course, we’re at the end of the challenge — how did you do? Do your Insights reflect any major changes in your reach and engagement? Do they show you what worked, and what didn’t? I’d love to hear about your results in the comments!
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