Social media insights provide so much valuable information to small business owners. The insights on social media are almost as valuable as the analytics you should be receiving from your website through Google Analytics. Be sure to use them to your advantage. Not sure what you should you be looking for or how to interpret it, keep reading.
Analytics and insights often address some of these questions that can help narrow down your marketing:
Who is visiting your social media channels? – Gender, age, location etc.
‘Likes’ and Growth Over time
When they are visiting your channels?
Engagement vs. Reach
Let’s break down some of these insights that you should be checking on a regular basis with examples from Facebook.
Likes & Followers – those who have ‘liked’ you page to receive updates and content from your business. These are your people! This how you find out about your clients. You can find out tons of information about your clients or leads from different sections throughout the Insights dashboard. You can see gender break down as well as age. The days and times when your fans are online to plan when your content goes out. This allows to put out your content at potentially the best time of the week and day proving more effective. You can also look at locations of where you clients are allowing you to create ad campaigns to your most popular areas.
If we look at the example below we are going to look at a few key points.
When we are planning when we should post content, days and times are important. In this example, Saturday’s see the most interaction with followers. Times is also included on each of these days. As we can see there is a dip between midnight and 4 am – this would not be the most effective time to post an update. In this case, anywhere between 6 and 10 pm would lend the most reach.
Demographics are important too. Gear your content based on those that are following your content. In this case, a majority of people following this page are women. Gear your content to women if that is your ideal target. The other component to this is where they are. This metric can be eye opening to a different location demographic – this might tell you it’s worth running some Facebook ads in this area or specialized content for those folks.
Continued Likes’ & Growth
Like your business itself, your social media presence should also be growing. Does it need to be 500 ‘likes’ a day, ABSOLUTELY NOT! but steady growth is something that you should be looking to achieve. If you take this page for example, over a one-month period, you can see some steady growth each day just based on content. There is no paid ‘likes’ in this example.
Reach is another insight that you should be looking at, however not the most important. To clarify, reach is how often much and how often people are seeing your name come up in your follower’s newsfeeds or been shared by someone. This can be the page itself being shared but also each individual piece of content. This is a good metric to see if you’re getting into the face of your client or potential client. Reach can be organic – just posting a piece of content on your page OR paid reach which you ‘boost’ through paid channels to expand your network. Now, each post type will get different reach which we will address further into this blog.
Engagement is an insight that takes things one step further. This takes it beyond the simple the view of your content. Engagement is a metric you want to account for in terms of who is clicking on your content, who is commenting on your content, liking and sharing your content. This metric is those who are looking at your content verses who is seeing it their news feeds and just scrolling on by. All good that you content is being seen but how can you convert those views, into engagers and into what would become a lead.
Reach vs. Engagement
We are going to look at these two components together. It provides a compelling look and consider that you can’t have engagement without reach in most cases.
Facebook breaks down post types into 4 different categories – Your video, link, photo and shared video. Each of these yield different results. You will have to test what is most effective for your business and what type of content you can create. In the last year or two, video has proven to be one of the most effective post types for both reach and engagement.
The thing to take away from this is, you want to interact and engage with your followers – make sure that your engagement numbers as high as possible. Make it a social media goal and objective.