Facebook Insights 101: How to Use Facebook Analytics to Shape your Social Strategy
The good news
Facebook’s analytics tool is full of powerful insights about who your customers are and what they’re interested in.
The bad news
There’s a lot of information to dig through and it’s easy to only scratch the surface, looking only at page likes and views.
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.
- A mobile and desktop view of your ad
- A full summary of the reached audience, how long the promotion ran, your total budget, demographics of the audience and specific actions taken on the promoted post, like:
- Event response
- Link clicks
- Page likes
- Post likes
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:
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.
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
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.
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
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
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
Now that you know about the different insights tracked in Facebook, it’s time to measure your own success. Look at your firm’s data to see what’s working and what may need some attention. Then use your findings to adjust and boost your social performance.
If you need a helping hand with your social strategy, schedule an appointment with your FindLaw representative today.
Raise Your Profile.
With FindLaw’s social