What makes a Facebook post a hit versus a miss?
Some Facebook posts are a big hit, while others fall flat. Knowing what to post on Facebook isn’t an exact science, but monitoring the performance of various posts over time can provide valuable information. The ability to correctly target followers can be better achieved by knowing as much about the people following your page as possible. Understanding your Facebook reach and the impact of social media on your brand can be accomplished using Facebook Insights.
Getting to know the demographics and Facebook habits of your followers:
When trying to improve your brand image with Facebook advertising it is important to understand that there isn’t a one size fits all approach. It is important to taylor your approach to your audience. Facebook insights offers the ability to understand your follower demographics in detail. With Facebook insights you can see social media statistics of the users broken down based on several categories:
Fans of your page:
Those who follow/like your page.
People you have reached:
Those who have seen your posts, but not necessarily limited to followers.
People who have actively engaged with your posts:
Those who have liked, commented, or shared your post.
People who have checked into your page.
Those who have clicked the “check in” button on Facebook.
Each of the above user features is further broken down into categories such as gender, age, country of origin, and language. Additionally, you can compare the demographics of your followers to the overall membership demographics of Facebook. Of course, all of these demographic categories are self reported and as a result are not always 100% accurate representation.
Monitoring the success of your posts:
It’s hard to know what exactly your targets and goals should be when advertising with social media. Due to this it is important to not be overly concerned with exact numbers, but rather with the trends that your page sees, which can be aided by by the metrics offered by Facebook insights. Monitor whether or not your page likes are increasing over time; including paying attention to both new followers and lost followers. Generating new followers is obviously important, as it increases your ability to reach more people, but unless the new followers are engaging with your page, they aren’t very valuable. At the same time it is important to pay attention to whether or not your page is losing followers. If so, are there certain posts that are increasing this trend? However, more important than new followers are the trends you see in Facebook post engagement (likes on posts, comments, and shares), as this is a better indicator of the success of your Facebook page at brand promotion, which should be the goal of having a Facebook page. Lastly, monitor the reach that your posts generate. If you aren’t increasing your reach, its unlikely that your Facebook campaign is doing anything to increase your brand strength. If you are paying to advertise on Facebook, it is important to pay attention to both you organic reach and paid reach.
How does this help you know what to post on Facebook?
Clearly Facebook insights provides the user with a lot of data, but how do we distill it down to the most important aspects? Unfortunately, the best answer is still to take an empirical approach to determine what works best. Similarly to what is outlined above, one blogger identified what she believes to be the top 3 Facebook insights metrics to monitor: when followers are online, the engagement rate you see on various posts, and the viral reach of your posts. By understanding when your followers are online, it makes it easier to know when to post to Facebook. If your followers don’t see your posts, knowing what to post on Facebook doesn’t matter. Over time, if monitored closely, you can get a sense of what type of posts will be the biggest hits with your followers. A high engagement rate indicates that people are responding to your post, and as a result engagement is a good indicator of how successful your page will be.
When all is said and done, the only way to truly determine what to post on Facebook is is through experimentation, and even then not every post will be a hit. However, by paying attention to the information and statistics provided by Facebook insights and outlined above, you can tip the scales in your favor.
For more details on how to setup and use Facebook Insights, visit the Facebook help center.