Oh Facebook, you are so misunderstood! It pains me to hear others general dislike for the one social platform that has outlasted them all. Over the last twelve years Facebook, has been through quite a few changes including a handful of algorithm updates, new designs, and rises & falls with organic reach.
What’s organic reach you ask?
Reach is the number of times your Facebook post have been shown to unique people in their News Feed (Tweet this!)
For example, if you check your Facebook News Feed at 8am and see this post from us…
Then you log on again at 3pm and see this post once more, that equals one reach because you are one person. The amount of times that you see our post, does not affect the reach other than the fact that you gave us one more reach then we would have had if you did not see our post.
Now, with all of these changes happening rapidly, we have seen the frustration in our clients. To be honest, there have been times where I myself have felt less than happy about the platform but then of course, I have to remind myself that there are SO many wonderful reasons why using Facebook as a social marketing channel to grow your business is a good idea. One of them, is the ability to view Facebook Page Insights.
Insights is a free tool that provides helpful information about your Facebook Page performance. These analytics are available to anyone who has a Facebook Page and has an audience of at least 30 people or more. There are many helpful bits of data and information that you can learn from Insights, but not wanting to overwhelm you– I’ll stick to my favorites...
What Should I Post?
Ever find yourself thinking “what the heck should I post?” Don’t worry– you’re not the only one! This is one of the most popular questions we are asked during our one-on-one consulting sessions. If you’re wondering the same thing, I recommend doing some experimentation.
Start with the foundations! Learn how to attract, build, and engage with your audience by creating unforgettable content!
Next up, I challenge you to get out there and test the ropes. Share a variety of topics in different forms. What I mean by this is, if you have a blog post talking about your favorite coffee shops in Portland, share about this blog post in as many different “types” of posts as you can. There are several types of posts you can share...
This post is from my dear friend Morgan’s personal page but it’s just the perfect example! I love how you can hear Morgan’s unmatched humor, honesty, and her naturally fun self. If you’re looking for help with your brand, I cannot recommend her more highly.
SEX POT CURLS anyone? See the full tutorial here: http://bit.ly/sexpotcurlMara Hoffman top: http://bit.ly/1ZP2lKk+ subscribe to TSC YouTube channel: http://bit.ly/youtubebyTSCVC: Chris Tran MediaPosted by The Skinny Confidential by Lauryn Evarts on Wednesday, March 2, 2016
After you’ve tested out the different types of posts, make sure to check into your Insights under the “Overview” or the “Posts” tabs.
Here I would suggest you focus on three metrics…
- Post Clicks (You will need to click on the individual posts to see this)
Ask yourself which “type” of post performed the best for you in terms of your goals. For example, if you set a goal of 10 click-throughs to read your blog post, did one “type” of post give you more clicks?
Moving forward, you may want to focus on sharing more of the “type” of post that performed best for you but keep in mind– your audience and your content is ever-evolving. Posting too much of one “type” of content can have the reverse effect where you plateau or worse, your engagement can drop. Keep experimenting + checking back in to your Insights frequently.
Extra Tip: You don’t always have to reinvent the wheel! Get outside your box and gain inspiration from your competition. Learn how using the “Pages to Watch” feature can save you time when deciding what to post.
Who Is Your Ideal Audience?
Often times the biggest misconception about social media is not about how to get people to interact with your posts but rather, how to get the RIGHT people to interact with your posts. For example, if you’re a wedding planner and the majority of your interactions on your page come from your mom (who’s been happily married for thirty years) or your best gal pal (who is nowhere near walking down the aisle), now’s the time to reassess and ask yourself– am I attracting the right people?
Before moving on, if you have no idea who your ideal audience is or you need a bit of a refresher, check out our new 4-day email course >>> Empower Your Brand + Define Your Audience. Within this course you will learn how to refine your brand, discover your ideal audience, understand which social media platforms are right for growing your business, and more!
Back to it...
One of the best ways to know for sure if you are missing the mark (or if you’re on the right track) is to check in to your Facebook Insights.
Under the “People” tab, you will see three sub-tabs:
Your Fans: data reflects demographics of your entire Facebook audience (including dear old mom and single + ready to mingle Sarah)
People Reached: pop quiz… what does “reach” on Facebook mean? Yep! You guessed it right, this tab shows you the demographics for the subset of Facebook users who have seen your posts in their News Feeds in the last 28 days. This data is not exclusive to your Facebook fans aka people who “Like” your page.
People Engaged: Engagement on Facebook could mean anything in terms of a like, comment, share, click, or video view on your posts. This tab shows you demographics in regards to the people who have engaged (in any way) on your posts within the last 28 days. This is also not exclusive to just your Facebook fans.
So what does this all mean? Well, take a look through each tab. Which countries and cities are your posts being distributed to and engaged with? Let’s go back to our wedding planner example. If you are a wedding planner in San Diego who only coordinates within the greater San Diego area, and your fans or your engaged users are predominantly female located in Chicago, well then– it’s time to rethink your strategy!
To solve this issue you may want to start sharing more about local events or adjust the targeting of your posts. If you’re interested in learning more about Facebook targeting, this is one topic we cover at our two-day social media workshops!
What Is The Best Time To Post?
This is something I have been wanting to address for awhile. There is no one-size fits time to post on social media! There I said it! Phew, that felt good! I can’t tell you have many pins I have seen or infographics I have come across that claim to have the best posting times for everyone. That’s like saying “here try this perfume, it smells great on everyone” Wrong! I know Flowerbomb is one of the most popular scents right now but I swear on me it smells like a candy factory just exploded. Let’s just say Flowerbomb certainly lives up to it’s name and to each their own, but personally– I’m not a fan. However, that doesn’t mean that floral and candy bursts don’t smell good on you.
Now that you know the truth, let’s talk about why optimal posting times matter. As we mention in this post about Instagram optimal posting times, and in this post outlining how the Facebook algorithm works, you know that getting your message seen by more people means posting during the time that your audience will most likely be online.
To see which times are best for YOU to post, head over to the “Posts” tab under Insights. Here the optimal times are displayed to you in your computer’s local timezone. So if you’re a photographer in New York who shoots weddings all over the country, this will tell you the best time for you to post in Eastern Time.
For us, you can see that the best time for us to post this week might be on Saturday at two pm because 303 members of our Facebook audience could have the chance to see our posts. You’ll want to make sure you are keeping an eye on the peaks and the valleys of your graph. Wherever you see a peak, you can bet that that time might be a good one to share your Facebook posts!
Make sure to check back in your Insights under “Overview” and “Posts” tabs to see how well those posts performed that you pushed on optimal times. If they didn’t perform as well as you had hoped, now’s the time to reassess what “type” of post you shared, and the value (or lack thereof) that you offered your audience. Again, this could also be an issue of not understanding your audience as well as you thought you did. In any case, keep coming back to your Insights to ensure that you are meeting your social goals!
Want to make sure you don't miss anything? Download this free Facebook cheat sheet to make sure you've got all your bases covered!