Last week I did a webinar for the Facebook Code Breakers (a membership-based group in my inner circle) on looking at and analysing your Facebook Business Page Insights. I was astounded to see that over the 28 days from 6 February – 5 March 2017, my reach had exceeded 2 million!
But what does it all mean? I recently read an article by Darren Low, called Beyond Likes: 9 Facebook Analytics You Must Measure.
Darren calls likes a ‘vanity metric’. Its not the first time I’ve heard this and in this context, he suggests that a vanity metric is the least valuable of what you are wanting to measure and he is right. It really means little more than social proof that you have a lot of likes on your Facebook page. (Where it does become important is when you are looking to create custom audiences from people who like, comment and share on your page for Facebook adverts).
Engagement, however, is the real metric that you want to measure, because this is where the rubber meets the road. I’ve seen pages with 10 000 plus likes on them with absolutely no engagement whatsoever. I’ve wondered (briefly) about where they got their likes from, and if they are legit fans of that page. In my opinion, it looks far worse to have thousands of likers/fans and no engagement than to have a couple of hundred fans and have high levels of engagement.
Back to engagement. It is vitally important to keep your engagement up. It can be difficult to get traction on your page. It’s a bit like what Kim Garst calls a ‘self licking icecream’, the more engagement you get the more you will get as Facebook goes, ‘OK, people like this content, lets show more of it.’ To get the traction to start with, it can be helpful to participate in collaborative activities like I have in my group. We participate in #SuperSaturday each weekend, where people like, comment and share on each others business pages, generating some artificial engagement to kick start the process. Your great content and non-salesy promo posts helps too. Feel free to join our community and participate if you’re not already there. Social Media For Small Biz Owners .
Darren also suggests you look at your reach. As I mentioned earlier, my reach on my Hypnotherapy with Adaire page exceeded 3 million in the 28 days to 5 March 2107. There is a difference between fan reach and organic reach. Fan reach you can check by downloading the CSV file from your Insights settings. Organic reach you can check on your page.
Fan reach shows how much of your content is actually being shown to your fans, while organic reach includes your fans and those who are friends of your fans and others your content has been shared to.
Measuring negative feedback is a good thing also. Some negative feedback itself is a good thing, too much negative feedback is not. If people are giving you a little bit of negative feedback, you know you are out there doing something! Those who are still on the couch too scared to move in fear of criticism will never get feedback, either positive OR negative. Pat yourself on the back, you are out there DOING it! Unlikes on pages are also a way for people who really shouldn’t be on your page to self-select out too. Celebrate when this happens, as you will know that with every ‘unlike’ you get, you are a step closer to truly connecting with your perfect audience!
If you are getting a lot of negative feedback and unlikes, you might want to review your avatar, your content and your presence on Facebook to make sure all aspects of it are congruent. Too much negative feedback means that Facebook will cut your posts too, so eventually you will end up with less and less reach and hence less and less engagement. A self licking icecream in reverse.
There are many data you can look at and exporting your page data every month is highly recommended. You can only download data that is 28 days old, so get into the habit of downloading regularly. This is a good idea if you are looking to track your data over time. It is a fascinating exercise to do in any case as you can see in detail which countries and cities people come from and you can also map the demographics of your fans and see if they align with your avatar.