You have a Facebook page and you post on a regular basis, but still you are not getting the level of engagement that you want. So what’s the deal? The deal is that you need to be looking at Facebook Insights a little more closely. Believe it or not, there are a few metrics within FB Insights that can help you develop better posts and increase overall fan engagement.
Few business owners really monitor the Facebook Insights Dashboard on a regular basis, however you should be looking at that weekly to see how you are doing. Here are three key metrics that you should be paying attention to.
- Engaged Users metric
Look for similarities among the posts that did well and had the most engagement. What was unique about them compared to the ones that did not do so well? Did the ones that did well have a compelling photo or ask the end user a question? Was it the time of day that they were posted? Tip: Figure out what type of posts and time of posts that get the most engagement to further amplify your message and your brand.
- External Referrers
Just like with your website, knowing where your Facebook traffic is coming from is important. Too often we refer people from Facebook to our website and forget to refer them to Facebook. Knowing where the traffic is coming from will allow you to tailor your messages better and engage in better conversation. Tip: If the numbers are low, consider updating your About section with rich keywords to aid in Google and Bing search. Also consider promoting your Facebook page on your blog, website, in interviews, and in your newsletter with Facebook social plugins.
Go to Insights tab (Edit page>Insights>Reach> and scroll down to the bottom of the page.
- Viral Reach
Viral reach is how many unique people saw a story published by a friend about your Page through either a “like”, share, or comment. This is what makes engagement so important. All of these interactions affect your viral reach. Tip: The best thing you can do to increase your viral reach is to give your fans a clear call to action with each post.