For years, community managers have been relying on Google Analytics just as much as they have been Facebook Insights in order to determine the successfulness of their brand page, but that could be changing. A few weeks ago, Facebook began rolling out an update to its Insights platform and the difference between the old version and the new one are night and day. While the previous version of Insights offered quite a bit of data, what it lacked resulted in a lot of guesswork for social media professionals. Listen to this week’s TM SEO Web Talk Radio Show to learn more about the new Facebook Insights and how you can use it to improve your social presence!
See which kinds of posts perform the best
There has been suspicion in the social media community that link posts don’t perform as well as status posts or photos, but with the updated Insights, that suspicion has finally been confirmed. There is a section within Insights called “Best Post Types” and it outlines exactly what kinds of posts are performing best on your brand page. Not only does this help you compare post types, but it also allows you to adjust your strategy based on your data. Here’s what it looks like:
Not surprisingly, posts with photos show the greatest Reach and engagement (Post Clicks, Likes, Comments & Shares). And as we mentioned earlier, link posts are weak on both Reach and engagement.
See when your fans are online
In addition to being able to see what post types have the best performance, you can now see when your fans are online, allowing you to adjust your posting times based on that data. Before, many of us were left hypothesizing when fans were online, but now we have definitive data that shows you exactly when your fans are on Facebook. Check it out!
The best part of this new feature? It offers page administrators the opportunity to view the times fans are online for each day of the week as well as the average times. For instance, the best time to post on a Tuesday might be 1 p.m., but a Friday might be 6:30 p.m. We recommend sending out posts about 30 minutes before the optimal time to give it a few minutes to show up in fans’ News Feeds.
Get to know your fans
The previous version of Facebook Insights had pretty decent demographic information, but the updated version really gets granular. While the new Insights offer similar data to the old version with respect to fans’ ages and gender, it has much better location data. Now, you not only see the general location of fans, but also the countries and cities your fans live in as well as their language. Here’s what the gender break down looks like:
With the new demographic data, you can now better understand who your audience is, which will allow you to tailor your content more appropriately.
Take a listen!
Want to learn more about the new Facebook Insights in addition to some other Facebook-related topics? Just listen to our podcast! Remember, if you have questions or comments, don’t hesitate to let us know!
Thanks for listening!