Social media measurement has come a long way in a short amount of time. A few years ago, social media teams didn’t always have the data they needed to make informed decisions. The direction of a social program was guided by your gut, and social media investment was difficult to justify.
Marketers today have access to every tweet that goes out, we can measure every post on a page, and provide channel analysis for networks that didn’t even exist back then. Now if you’re not careful, you can find yourself staring at more data than you know what to do with.
Social media data is valuable when it’s consumable, shareable, and acted on. It’s no longer about how much you can measure; it’s about measuring what matters to your brand and turning that information into actionable insights.
Let’s dive into Simply Measured’s Facebook Fan Page Report and look at how it can be used to deliver insights that can shape brand tactics on Facebook.
The relationship between admin posts and fan engagement can indicate whether your brand is posting too much, too little, or whether the quality of content is inconsistent.
The chart above shows that fan engagement on the page is typically around 5K likes and comments per day, regardless of the number of posts. Large spikes in fan engagement occur infrequently and don’t correspond with peaks in admin posts.
These observations offer insight that additional content is less likely to increase fan engagement than improving the quality of admin posts. The action to be taken is to spend less time posting and more time digging up content. Focusing on the content responsible for your brand’s engagement peaks (upper right) can help guide your efforts.
A look at segmented fan engagement with brand posts can show you how users are engaging with your content. All forms of engagement help ensure that fans continue to see your posts in their news feed, but shares are the most effective at bringing your content to a larger audience. Look for instances where shares are increased, see what caused them and try to reproduce your findings.
Optimize for content that drives engagement, especially shares. Posts and fan engagement by type (shown below) can help determine which types of content to continue posting, and which types of content have room for improvement.
In the chart above, photos were the most successful admin posts and also the most frequently posted. This shows that the page is doing a good job of providing visual content to its audience. Links and videos didn’t perform all that well, and no status posts were made.
This brand should work to optimize its content strategy by continuing to post plenty of pictures, experiment with audience engaging status updates, and analyze which of its videos and links were most successful so that it can improve audience engagement with those post types.
Growing an audiences is, or should be, a goal for every fan page out there, but it can be a difficult to interpret changes in fan growth, and even more difficult to take actions that lead to improvement.
Viewing trended fan growth (above) can help identify outliers that result from successful strategies or represent opportunities for improvement. For example, the 133% increase in new fans on 10/5 might offer insight to successful engagement strategies and the unusually slow growth on 10/25 might indicate issues with posting cadence.
Fan growth results from a brand being top of mind and contributing content that resonates with users. Learn from both peaks and valleys in fan growth and assess what your content has to offer users as you work to optimize your brand’s content strategy.
Viewing activity by day and time can help you determine the best time to post, and help you manage your social team’s resources.
In the example above, morning posts cause comment response to peak between 10:00 and 11:00am. Comments then subside again until after the lunch hour and peak again later in the evening. Brand posts are limited almost exclusively to weekdays and as a result, few comments are seen on the weekends.
If it hasn’t already done so, this brand should experiment with weekend posts to generate additional engagement. Make sure that engagement isn’t being constrained by when you choose to post.
Additionally, fan response should be prioritized during peak hours for fan engagement, and content creation and planning should be made a key focus for community managers during hours of low fan engagement.
These are just some of the ways you can use Simply Measured’s Facebook fan page report to create actionable insights. To get reporting that will help your brand shape its social strategy, request a trial of Simply Measured, or take a look at our Free Report Marketplace.
I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.