Ever look at your Facebook Insights tab? If not, hop over there now. You’re going to need it.
Facebook and I have a rocky relationship. I’m on it because it’s the grand-pappy of social media and because it’s the #1 best way to connect with my ideal client. The same holds true for you, so despite our mutual disillusionment with Facebook, we can still get an ROI from it. It just a little more difficult these days.
Why is Facebook marketing so “difficult”?
Facebook’s algorithm penalizes business. While common sense says, “If someone likes your page, they must want to see your posts,” Facebook doesn’t agree. Instead, it’s common for pages with as many as 800 fans to have low interaction rates (e.g. Facebook will show your posts to only 10 of those fans. That’s a measly 1.3% of your fan base.)
If you want more fans to see your posts—and get those likes and comments—you have to pay to promote your posts.
Is this true for every business page? Not all, but most. The Facebook algorithm determines this for each page based on your fans, their interests, your posting frequency, the words you use, and the quality or relevancy of your posts.
So, even if your content is great, your posting is consistent, and your fan base is decent, you could still get in a fistfight with FB’s algorithm.
However, you and I still have one tool on our side: Facebook Insights. Many business owners ignore the insights tab. It deals with numbers and stats. It talks about data. To some, it’s just plain scary or confusing.
I’m here to tell you it’s not. In fact, Facebook Insights will tell you three uber-important things about your page each week. If you use this knowledge as part of your posting strategy, you’ll be able to work around Facebook’s dislike for business pages.
Here are the top 3 things you need to watch in Facebook Insights:
- What time(s) the majority of your fans are online
- What types of posts get the most interaction (link, photo, video, text-only)
- Overall metrics for the page (visits, post impressions, etc.)
For the summary of your metrics, simply click INSIGHTS across the top of your page. If your page has a smaller following, expect your overall metrics to vary wildly from week to week.
To discover when most of your fans are online—and therefore more likely to see your posts, click POSTS in the left column.
To learn which post types resonate better with your fans, click POST TYPES across the top of your page, in the second heading.
From these three places, you’ll know WHAT you should post more of, WHEN you should post it, and HOW your audience interacts with your page as a whole.
Kate Greunke is the founder of Socialite LLC, a subscription-based marketing firm for interior designers, remodelers, and window covering specialists.