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5 ways To Analyse Facebook Posts

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Facebook as of now is the champion for marketing. It is the best platform for self-promotion and interaction with customers. It is a platform where there is most engagement. It is a place for attracting new people. Facebook advertising could be put in front of thousands of people for a fraction of what it used to cost. Facebook has increased the number of ads people see and where they see them.

It is imperative to analyse the posts that you run on Facebook. No matter how amazing your post is, you need to monitor it to understand how it is performing. Facebook automatically displays useful data for each post.

Understanding the impact that the content put out on your brand’s Facebook page has on your audience is a critical component in objectively analysing the presentation of your Facebook efforts. Conducting the analysis, however, is often easier said than done.

Let us split this discussion into 5 most significant motives:

  1. Which:

The available tabs are: Page, Messages, Notifications, Insights and Publishing tools.

  • Page: It shows the home page of the brand. It shows all the posts.
  • Messages: It shows the private messages sent by the audience for your page. However, you can disable this feature.
  • Notifications: Do keep tab of notifications for messages, likes , shares, comments etc.
  • Insights: This is the most important tool. Facebook’s free analytics tool, Insights, allows you to easily track the performance of your business or brand’s Page. With so many different measurable elements—such as Likes, engagement, reach, and demographics—Facebook Insights gives you a clear picture of where your social strategy stands. Providing clarity and perspective, Facebook Insights is like a good set of windshield wipers to help you navigate your social media plan. All the metrics can be studied date wise. It includes “Pages to watch”, Net likes, total reach etc. (Either you can see the metrics category wise or section wise).
  • Publishing tools: This gives a quick snapshot of all the posts. The metrics it gives: Posts, reach, likes, comments, published date etc. It includes Published posts, scheduled posts etc.
  1. How:

Adjust the Metrics You Need

The above-mentioned steps in Excel exported data, gives us huge amount of metrics. Not necessary, we need all of it always. So, do not spend time on every metrics. Keep the one that you feel is important.

The key metrics are: Lifetime Post Total Reach, Lifetime Post organic reach, Lifetime Post Total Impressions, Lifetime Engaged Users, Lifetime Post Consumption, Lifetime Post Impressions by people who have liked your Page, Lifetime Post Paid Impressions by people who have liked your Page, Lifetime Organic Video Views etc.

3.    Why:

Extract Conclusions:

Just studying the metrics is of no use. Ensure to take corrective actions for the metrics which is not so good. For example, analyse why there are instances of your line decreasing (this indicates a drop in engagement) on one day, and why is there a spike on another day (which indicates an increase in engagement)?

Derive conclusions like:

My average fan…

  • Likes 15 pages
  • Commented 10 times in the past 30 days
  • Liked 15 posts in the past 30 days
  • Shared three posts in the past 30 days
  • Clicked on 12 ads in the past 30 days

Also, one more point here to evaluate, if I use hashtags on Facebook, is it having more engagement?

Have a system in place that will allow you analyse your Facebook content strategy daily, weekly, or monthly. By monitoring your progress, you’ll never be caught off guard when you start noticing that traffic and leads from Facebook are suddenly on the decline.

4.     What:

What Type of Posts Get Shared Most?

Facebook posts are typically broken down into four categories, and your engagement rate will vary depending on which type your audience prefers.

  • Statuses
  • Photos
  • Links
  • Videos

Do some additional research to find out how you can talk to this audience, and use that to inform your future publishing strategy. As part of analysis, it is best to know what type of posts is most liked.

  1. When:

Time matters

There is no sure shot time slot where posts will be seen most. It is more of hit and trial method. Learn from your mistakes. According to Google, May 2015 saw the highest amount of people ever searching for the term “best day to post to Facebook.” Find on your own which time works best for your posts.

Conclusion: Don’t be overwhelmed with the analytics info that Facebook provides. Find out what metrics work best for you. Do you agree that analysing posts is better than running into a crisis and then finding out a way? Share your comments/feedback below or reach me at info@learneasytraining.in

There you have it!!!

About the blogger: Mrs Harshal Varkhedkar

Harshal is BE, MBA, PMP and computer faculty by profession. Owns a computer institute in Pune and very new to blogging.

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