from
Success isn't just a matter of having the right products. Nowadays, customers want to get a feel for your store and what it represents. Social networks such as Facebook are a good way to reach out to your target group and strengthen your brand image. Your goal should be to continuously improve your performance. And the first step toward improvement is finding out which posts are successful and which ones your target group ignores. Facebook comes equipped with tools to analyse such data and get the results you're looking for.
Facebook Insights
The social network has a built-in tool called Facebook Insights, which tracks detailed statistics about Facebook fan pages. You can access these statistics if your page has at least 30 fans and it meets a set interaction rate. The tool is free to all users who meet these requirements. This article focuses on some of the main statistics within this comprehensive tool.
Next to the tabs "Overview" and "Page", you'll find an area for analysing your posts. There you can see statistics for your each of your posts and you can break down the data by type of post, the post's reach and how fans interacted with your content. One way to improve your social media marketing is by using the section "When Your Fans Are Online". There you'll see when your fans were online over the past few weeks. Since you want your posts to be read more often, make sure to publish content when your fans are online.
The section "Best Post Types" differentiates between status updates and posts that include a link, photo, video or other content. Facebook breaks the data down even further by analysing reach and engagement separately. All of your "likes", comments, shares and clicks are thought of as engagement. High engagement means that fans were quite engrossed with your content. Conversely, if your goal is becoming more well-known, then it's important to have posts with a wide reach. This can be achieved by working with sponsored posts, which need to be paid for.
Get to know your target group slowly but surely
Social media analysis may seem complicated, especially if you're first starting out. But you can turn to a wide range of tools for help. Not only can you rely on the network's own tools, as described in this article, but you can also work with several external services. Statistics from Facebook and other tools help sellers understand which posts are well-received and which ones have a particularly wide reach. Use these insights to make changes step by step and learn more about your target group.
Image source: Social Media apps by Jason Howie, CC BY 2.0