Facebook Insights is an often ignored tool that is exceptional for the integration of aggregate data in marketing analysis of page performance in comparison with overall performance of ‘Likes’, ‘Reach’ and ‘Virality’. Top level responses to popular content is a key method of determining if your advertising, events and other channel marketing activity is reaching targeted audiences.
Marketing analysts find that the Insights tool is essential to monitoring and reporting on a social media campaign. The onboard analytics found on social media sites have given marketing specialists an edge in analyzing performance that far exceeds the precision and efficiency of most metrics used to define campaign benchmarks, return on investment and strategy ten years ago. The rise of social media as a primary platform for advertising and customer feedback is arguably in response to these less discussed technical features offered exclusively through these memberships.
Now everyone with some statistical training can become an analyst. The fact that even marketing professionals with no statistical background can apply the results from Facebook Insights to some effect is a great step in the right direction. More sophisticated analysis of performance and forecast of marketing strategy with the export of Insights data, means that integration of Facebook’s social media metric reporting is automatic. If an analyst is trained in standard statistical testing, the raw data can be used to inform a broader campaign.
The virality of content, or the organic evolution of visitor response spread to a far greater number of viewers than expected, is the source for data driven strategies in social media marketing. For more information about how to leverage Facebook Insights to greatest effect, follow these Seven ‘7’ Golden Rules to creating more return on investment in social media marketing.
Seven ‘7’ Golden Rules to Facebook Insight Performance
1. Setting Up a Dashboard
At the upper right side of your Facebook Profile, there is a gear wheel available for making changes to the Facebook Fan Page. Click on the gear wheel and select ‘View Insights’. Graphical illustration of aggregate insights in relation to your Fan Page offers trend forecast measure of profile performance ranks posts, people talking about this and weekly total reach in response ranking of page posts in a longitudinal analysis.
The data can also be reviewed for Total Likes, Friends of Fans, People Talking About this and Weekly Total Reach in proportional response. Export data for your own use. Remember, how many people are actively talking about your page is the general barometer to how your brand identity is performing during a marketing campaign.
Recent posts are tested for virality on Facebook Insights. Graphical illustration of performance on latest posts and how they are catching on assists in narrowing an advertising or marketing concept. If a post is exhibiting exceptional virality, spreading ‘like wildfire’ this is a certain ROI performer on your campaign. Successful posts can be measured for proportional performance as well. The foundation for co-efficient analysis of variables that attribute to combinations of media in content can be analyzed for ordinal value. Check percentages to understand which posts excel over others.
Facebook metrics allow you to measure which types of media perform better than others, and also individually per post. Virality is not simply an amorphous expression of power, but a measurable and quantitatively meaningful performance indicator of trends to come. Once virality is measured for its internal and external performance against other comparable media, the next step is to mobilize this outcome for future results in branding, marketing and profitability.
Demographic responses to ‘Likes’ is a great tool to understand how to channel advertising and marketing collateral. Customization of posts reflecting proportional response promotes Reach. Comparison of demographic (i.e. male female) and location of respondents to Likes in trend line analysis also includes main category association.
Again, this data can be exported for internal use by marketers, researchers and organizations interested in comparing profile performance with aggregate performance in each of those categories. Most Facebook Insights users indicate that this measure is critical, as these mere ‘stats’ are actually the most reliable point-of-reference is driving a social media campaign.
Facebook Fan pages place channel marketing of individual posts a quick and dirty way of targeting known fan segments with content specific messages. A perfect way to create exclusivity and interactive connection between fans and the brand, fan pages extend the reach of the individual or organization’s identity, simultaneously allowing them to collect new information on ardent fans.
Reach is divided across search categories driven by abductive keyword acknowledgement by Facebook Analytics. How people have been reached, and frequency is tracked according to page visits over time in a longitudinal trend analysis. Analysis of source of visitors from ‘Organic’, ‘Paid’ or ‘Viral’ is measured in this metric.
5. Talking About This
Open discussion of your performance with the ‘Talking About This’ feature places data at your fingertips to use to generate a discussion about the development of initiatives, products and services over time. Longitudinal data of this sort is important for understanding fluctuation in response, and also in respect to time of year.
Time sensitive promotions and other scheduled events can then be planned accordingly in the forthcoming cycle. Calling attention to high performance advertising basically advances ROI without recreating the wheel. Additional information on demographic proportionality of respondents is great for identifying ‘who’ is actually talking about your content.
The Check-ins section is the connection to your ‘bricks and mortar’ site. Used by service companies with physical locations, fans can check-in upon arrival at your business or event, as an expression of brand loyalty. Data published on check-in volume of visitors who have checked in on arrival, where they reside and their gender is recorded by this tool. Much like point-of-sale reporting, tracking of check-ins is an optimum method of measuring impact of social media on sales, and inventory rotation where applicable.
7. Want More Detailed Data?
Analysts acknowledge that tabulated data offers more insight efficiency than graphical illustration, because the data can be manipulated in more ways to illustrate different queries not accounted for in finished analysis. Proficiency in Excel is the basic tool for conducting custom statistical analysis of Facebook Insight. Advance social media impact with Facebook Insights reporting.
Turning Facebook Insights into data for internal marketing analysis and application begins with Export. Convert your data by pressing the top right button located on the Insights page dashboard. Follow the instructions to the pop up block:
- Select Page Level Data; and then
- MS Excel format. Users are able to select date range for custom reporting. Each column of data in Key Metrics Sheet provides targeted information.
Once downloaded, Key Metrics Sheet data insights appear in column distribution format. This allows a marketing analyst to use the raw data in a number of statistical measures not conducted by the site (i.e. co-efficient analysis, frequencies, histograms, regression, t-test).
Those statistical renderings offer insights into comparative performance by dyad or triad, median frequency regression, and standard deviation from average mean performance response to content and posts. Key metrics, daily like sources and viral reach are all indicated at the bottom of the data index.
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