Facebook Insights Cheat Sheet

Facebook Insights can be a goldmine of valuable data. That is, if you know how to look at the data.

Which elements are most important? What matters?

Here’s a cheat sheet to key Insights elements, what they mean, and how they can inform your digital marketing on Facebook.

  • The page summary shows you key metrics for your Facebook company page for the last seven days.
  • Recent promotions shows you results from your most recent paid ads.
  • Use the data under recent posts to find out which post is performing best. This is the one you should consider boosting for more exposure.
  • Pages to watch is a list generated by Facebook of similar companies. These can give you great comparative data.
  • Use the reach data to assess how many people you are reaching with your content. The data here reflects both organic (free) and paid efforts.
  • Reactions tells you how people are connecting with your content. Take a cue from the content that gets the desired reaction and do more like it.
  • Your ads always have a goal. Actions data shows you the demographics of who took action based on your ad.
  • Under Posts, you can see When Your Fans Are Online by day and time. Use this to schedule posts for maximum impact. You can also see the engagement you get by post type.
  • The People tab gives you data on who is following you. This is a good check on whether you are targeting properly. You can get similar insight from the Manage Ads>Audience Insights area.

 

Is Your Content Sad?

I recently saw a stat that 60-70 percent of business content sits unused. It gets used somewhere once and then sits lonely and untapped. Content gets created and not used. That is sad!

Creating content is a lot of work. You want to make sure you get lots of mileage from every piece you create.

First, be sure your content is great. Great content is:

  • Relevant
  • Informative
  • Entertaining
  • Pleasant to consume

Then, make sure you share it widely. Share your content:

  • On your website/blog
  • On your social media channels
  • In relevant social groups
  • On LinkedIn as an article
  • In your newsletter
  • On industry websites/blogs

You may have more options with vendors and partners. Explore them all! Everyone needs content. Let your content work for you by sharing widely.

Keeping a catalog of your content can be very helpful with this effort. Get the most mileage by spacing out your use of each piece of content over time. Even a space of two weeks will make content fresh in the eyes of readers.

Prepare for the Future of Digital Marketing

I’ve participated in several webinars and workshops lately on the future of digital marketing. Everything is always changing! Here I share some themes.

Convergence

Currently, people generally engage with six different channels for a brand before making a purchase decision. As marketers, we know this because keeping all those channels up to date is a daunting task.

Good news, is that a convergence is expected. Consumers will look to just one channel.

Bad news, the one preferred channel is not clear. Predictions are that it will involve highly individualized messaging or text. I haven’t seen a marketing plan yet to tackle that challenge.

Relationship

People want authentic, human, relevant and timely messaging. If you haven’t dropped the corporate-speak, you are behind already and will be completely lost in the future. Marketing and communication that builds relationships will continue to win.

In relationships, one person doesn’t get to control all the conversations and actions. If your marketing is solely brand-led, start to think now about how you can let your audience take the lead in your relationship.

Add to the mix an increasing desire for spontaneous, unscripted communication.  I have seen this called “story living.” Whatever you call it, if you aren’t playing with live video already, you should start.

Personalized Content

Think about your content in segments. There is no one campaign. There is a series of highly personalized campaigns.

To accomplish this, you need to start thinking of your content in segments, noting the audience and need that each addresses. In the future, your messaging will assemble the right pieces for the specific person you are addressing.

Start to think now how you can structure your content for assemble-on-the-fly messaging.