Facebook Insights 101: How to Use Facebook Analytics to Shape your Social Strategy

Promotions

Because Facebook has changed its algorithm to prioritize updates from family and friends, the best way to get your content seen is by running a promotion, and this is where you measure its success.

Reach

This page shows how well your posts are performing on Facebook.

• The total number of people who had your posts on their screens, both paid and organic
• If people are recommending your page in posts or comments
• How many people hid, reported as spam or unliked a post
• The actions people took on your posts, like:
  • Comments
  • Shares
  • Reactions
  • Other

What to do: Reach metrics will help your firm uncover what content is most engaging among your audience. Look specifically at the kinds of actions taking place. Is there a spike in shared content this month? Did you receive an overwhelming amount of comments on a specific day? Or maybe a couple of people hid your posts after you shared a politically charged article. When you pay attention to how people are reacting to you, you learn to create a more impactful, tailored message over time.

Page Views

Here, you will see which sections of your Facebook page are getting viewed the most.

• How many total views your page received in a specific amount of time
• Information on the age and gender of the people looking at your page, what country and city they’re from and what device they’re using
• Top sources driving people to Facebook, like your website and Google
• Which section is being looked at most frequently
  • Home page
  • Events
  • Posts
  • About
  • Photos
  • Other

What to do: If the target audience for your law firm is male college students in Chapel Hill but your page is viewed most frequently by 45 to 55-year-old women, you may need to tweak the kind or tone of content you’re sharing on social to align with the right people.

Actions on Page

Your social media presence is meant to ultimately connect people to your firm. This page will show you how successful you are in that category.

• If someone has clicked to get directions to your firm, visited your website, clicked on your phone number or took an action of some other kind (email, book now, learn more, etc.)
• Age, gender, location and device used by the people who took these actions

What to do: Use these insights to begin experiments with different calls-to-action. If the goal of your Facebook page is to drive traffic to your website, focus on a strong website push. However, if you want to make it easy for a prospect to make an appointment with your firm, test out a “set up an appointment” button.

Posts

Get the low-down on how well your posts are doing on Facebook.

• The days and times your fans are online most often
• The different post types and their average reach and engagement
• Top posts from pages you watch
• Details of every post you’ve shared on Facebook, including the type of post, who it was targeting, reach and engagement, and if it was promoted

Videos

You probably know how popular video is, but are you using it effectively on social media?

• Popularity of each video
• How long people watched
• The number of times a video was played for more than three seconds

People

Your clients are your bread and butter, so keep this section bookmarked for information about who you’re reaching on social.

• Aggregated demographic information about the people who like and follow your page, as well as those who were reached and who engaged with your content
  • Gender
  • Age
  • Location
  • Language

Raise Your Profile.

With FindLaw’s social
media marketing.