A few weeks ago we discussed the new Facebook analytics update for page managers and how it works. By effectively utilizing the “Posts” tab, which includes data on the demographic of viewers, best post timing and type of content, a page manager can better connect with their potential customers. Since incorporating Facebook’s findings into our own and our clients’ social media plan, we are finding that likes and sharing are increasing in addition to click rates.

Here’s a quick look into how I adjusted various social media campaigns and how it’s helped. I will say, the jury is still out. The beauty behind Facebook analytics is that it keeps track….all the time. So, if one post doesn’t do as well as you’d thought or the highest viewership timing changes due to the changing of seasons or something, it’s okay. You can always reassess and refocus your content.

• Keep it simple. Before you know it you will find yourself deep in the analytic rabbit hole if you don’t watch it. While social media can be a complicated venture, having a sense of your general fan is best. Feel free to poke around the new insights and their features, but know your main focus.
• Post timing. Click on the posts tab and underneath click on “When Your Fans Are Online.” This shows you the time of day your fans are on Facebook. While they may scroll down through older posts from the day, showing new content at the most popular time ensures visibility. Interestingly enough, 9 pm was the winner across the board.

• Best content types. Click on the furthest tab entitled “Best Post Types.” This is helpful because it shows how many people are seeing the post, clicking on the post and liking/commenting/sharing the post. All of this data is useful. By and large, content that includes a photo will get the most clicks and the most interaction. Video seems to be good content as well
• The big picture. Finally, click on the tab furthest to the left entitled “All Posts Published”. Here you can track each and every post you’ve ever made. This is helpful in comparing different strategies. For example, we frequently post more light-hearted, goofy things on Friday. People don’t necessarily click on these posts, but they do like them. Other posts about our business are usually well-received toward the beginning of the week when people are more energized to be serious.

Social media is more of an art than a science. While analytics can help you navigate what and when to post, creativity is always a plus. Keep track of how your posts are being received. However, don’t be afraid to experiment with your viewers, you will find out pretty quickly what doesn’t work. As a result of our new strategy for Digital Firefly Marketing, we saw a huge increase in post reach, specifically a hike of 32%!