Get Some Social Media Savvy – Part 3
Get Some Social Media Savvy- Part Three
A 3-Step Guide to Developing a Manageable Social Media Strategy
Holly Biondo, Net Driven
In parts one and two we covered how to create a Facebook page for your business, how to set it up and make sure you have all the correct information provided, and some tips for posting. In part three, we are going to discuss how to measure your results and monitor them to help develop a successful strategy.
Once you have your business page setup on Facebook and you have reached 30 page likes, you will have access to something called Facebook Insights. This is where you can do some analysis on your page or on a specific post to get a better measurement of performance.
You will see insights listed in the menu at the top of your page.
Once you enter insights, you will see your page summary. This gives you a high-level view of your page activity and performance for the week. You can also change the settings to view the past 28 days, the current day, or the prior day. It will show you page actions, page views, page previews, page likes, reach, engagement, videos and followers.
Each of these categories also shows you a graph that represents the increases and decreases in these things during the time frame, and it will give you a percentage of either the increase or decrease in comparison to the previous timeframe.
Below this section you will see analytics on your 5 most recent posts. It tells you the date and time posted, the type of post, if you targeted anyone, your reach, your engagement, and it also gives you the opportunity to boost a post if it’s performing well, to grow your results even more. This section can be very helpful if you see a post on your page that doesn’t seem to be doing very well. You may see only a few likes, but when you click on a post in this section you get a more detailed view of your post.
In this example, looking only at the post you can see one post like. But if you go through Insights, you can see that this post actually reached 678 people!
Below this section, you have a section called “Pages to Watch” where you can add other pages you’d like to be able to monitor or compare your results to. Maybe these are competitors, or maybe they are other shops whose social media strategy you’d like to learn from. Facebook will also suggest other pages for you to watch based on what pages you’re currently watching.
On the left side of the page, you’ll see a list of options that you can dive into. Promotions, followers, likes, reach, etc. Clicking on any of these will take you to a more detailed view of the performance of these things. Every one of these sections will give you a ton of information, but one section to pay close attention to is posts. If you click on this section, you can actually see what time of day most of your page followers are on. This means that you can see when your followers are online and let that help you determine the best time to post. Keep in mind, this might fluctuate, so you should keep checking back and adjust your posting times based on this data. This way, when you post something, you can be sure you’ll be reaching as many people as possible.
Using Facebook insights, you can get a more accurate picture of how your social media efforts are performing, and gather invaluable data about your audience. A good social media strategy requires more than just posting regularly and having a well optimized page, it requires measurement and testing to see what works and what doesn’t.
We recommend spending some time at least once a month looking into your insights and revisiting your social strategy. Don’t get overwhelmed with the amount of data that’s available to you. Explore one section each week until you become familiar with the data and how to interpret it. There are also many helpful articles available online that break down the results and help you understand what to look for and what’s most important.
Now that you’ve learned how to setup a professional Facebook business page, what to post, and how to measure the results, you’re on your way to becoming more social media savvy!
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