If you’re not using Page Insights to monitor your Facebook page, start. Right now. As a small business owner, knowing the profile of your target audience is extremely important. After all, how do you know what content to create and share if you don’t have a good understanding of who likes your page and when they’re on Facebook?
“Page Insights allows you to see not only who you’ve reached – but also who you’ve engaged. This can help Page admins identify how content resonates with different audiences and make more informed decisions about their Page content and strategy.” – Facebook For Business.
Basic Page Insights
For a quick overview of your page insights, you can simply click on the number of likes you have. This will jump straight to an overview that looks like this:
Here, in addition to the total number of likes, you’ll find people talking about your page, basic demographics, a graph of the page’s popularity over the last month, and your friends who like the page. This is a great “at a glance” insight in to your page.
SDS Tip: You can do this on any page even if you don’t own that page, including your competitors!
So how do you access Page Insights? From a desktop view, simply click Insights at the top of your Page. From there, you can view metrics about your Page by clicking the sections at the top (e.g: Likes, Reach).
Can’t find what I’m referring to? If you have a new page, you need at least 30 people to like your page before insights are made available.
The first default tab is Overview. In the Overview section of your Page Insights, you'll find the following information about your Page's overall performance (source: Facebook for Business):
Page Likes: Total Pages Likes is number of unique people who like your Page. New Page Likes shows the number of new likes your Page received during the last 7 days, compared with the previous 7-day period.
Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page, including ads, during the last 7 days. Post Reach shows the number of unique people who have seen your Page posts.
Engagement: People Engaged is the number of unique people who have clicked, liked, commented on or shared your posts during the last 7 days. Likes, Comments, Shares and Post Clicks show the totals for these actions during the last 7 days.
This will help you decide when is the best time to post your content. For example, if you post something at 9am in the morning and the majority of your fans aren’t on Facebook until 8pm at night, chances are your content is dead and buried in the newsfeed by then (#sadface).
The final tab in Page Insights is People. This shows a breakdown of male and female fans and there age group. The greatest percentage of fans on my Sharpe Design Solutions page are female aged between 35-44. When I’m creating content or creating a new ad, I can use this information to target my ads to my ideal customers. The majority of which are women starting their own small business.
As a small business owner, I’m sure you’re as pressed for time as I am, so when I create and share content for my Facebook Business Page I want to know it’s actually benefiting my fans AND my business! Taking five minutes to analyse your Facebook Insights - to capitalise on what is working and say goodbye to what isn’t - will be five minutes well spent.
Author: Jody Sharpe is a Digital Marketing Specialist at Sharpe Design Solutions, a Central Coast based creative marketing agency specialising in affordable digital marketing strategies for small businesses. Call Jody on 02 4333 6274 or email: firstname.lastname@example.org
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.