Go behind the scenes on your social media

Have you ever wondered how some people know how to create the PERFECT Facebook post, while others struggle endlessly?

I’ll let you into a little secret: the answer lies in Facebook Insights.

There’s an absolute goldmine of information if you scratch the surface of your Facebook Page, and it can be really useful to help you figure out the type of stories you should be posting, and at what time.

Where’s this hiding? In the Insights tab, right at the top of your Page.

Insights provide information about your Page’s performance, including demographic data about your audience and how people are responding to your posts.

You don’t have to be a numbers nerd to understand these insights, and they are SERIOUSLY worth checking out.

There’s a lot of info to take in here, so to narrow it down, I’m going to let you know about the three main areas of interest:

First up, Overview. This section gives you important info about your page at a glance, including new page likes, post reach and engagement for the last week. Make sure you take a look at how the week has performed; look at spikes/dips and what worked well and what didn’t.

In the overview tab there is also a Pages to Watch section, which allows you to choose Pages from the same field to compare your data with. Check out your competition and see what they’re doing that’s working (and get ideas from them!).

Second, head to Posts, and have a look at When Your Fans Are Online. Use this data to figure out the ideal times to post in order to get the biggest organic reach. Remember, you’ve got about a two-hour window for your posts to show up in people’s news feeds.

Top tip: try and find a time that’s unique to your specific audience. If you post when EVERYONE is online (4pm, as a rule) it will be much harder for your content to cut through.

The other section to look at in the Posts section of Insights is All Posts Published. This section shows all your posts, and how they performed. You want to look at REACH and ENGAGEMENT.

Reach refers to how many of your followers actually saw each post, and engagement – unsurprisingly! – refers to how many people actually engaged with it; by which I mean, liked, commented, clicked, shared, etc. Engagement is the thing we’re really interested in, because we want people interacting with our posts!

Have a look to see which of your posts performed best, and whether there’s a pattern. For instance, you might notice that your stories about volunteers get better engagement! Or your photos of dogs with funny faces! Or lunchbox tips! Have a look to see which posts your audience responds positively to, and do more of these!

Finally, take a look at People, and the section called Your Fans. This shows you the percentage of people who like your Page based on their age and gender. This way, you can check if your ideal target audience aligns with the people you are actually attracting.

You can also look at people reached and people engaged to see the type of people who are interacting with your content. If your fans/reach/engagement doesn’t match with your ideal audience, ask yourself, “Do I need to change my voice or my content to attract the right people?” DO YOU NEED MORE PICTURES OF DOGS WITH FUNNY FACES?

Here’s your challenge: check out these tabs this month and let me know if you discover anything interesting! Let me know if you’re surprised by your audience, or by the posts that did really well. I’d love to know!

And, if you feel like you’re navigating the choppy waters of social media alone (and, um, don’t we all?), then why not join our social-media village called Cause Collective. Your first month’s free, and there’s no need to sign up or any of that shiz. Worth a visit, right?

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