This article is part of our series for Social Media Week London. Read all the posts in this series.

Facebook is an exciting place to be for small businesses.

You set up your Page with your nice cover photo, spend a while choosing the best apps, and make some witty and useful posts for your adoring public to admire and share with their Facebook friends.

And then—the panic sets in!

Is anyone going to come and “Like” my Page? Will they truly appreciate my carefully crafted updates?

So, to address your doubts, you start checking your admin panel (the bit with the graph) hourly, and finally decide (all of two days later) that it’s not working because you’ve only had one comment from that chap that’s always pestering you, and are ready to delete the whole thing.


If you’re clever, or have read ANY of our articles about Facebook marketing, you’ll know that social media (and Facebook in particular) is a s-l-o-o-o-w burn process. That means—patience is essential.

So how do you guage if your marketing efforts are paying off?

Here are three ways to monitor your progress to get the “real” story of whether Facebook is helping you achieve your goals.

1. Read the right numbers

Fan numbers are a good start, but shouldn’t be the only thing you take notice of.

In the above example, you’ll see that the Karen Haller Colour & Design Page has 104 “likes.”It’s not a big number; however, the “Friends of Fans” number is up to 45,803 so the potential reach for Karen is HUGE.

When you add to that the 17 “People Talking About” the Page (i.e. engaged with it), you can see that Karen actually has a very engaged audience, compared to many other Pages who have hundreds of “likes,” but don’t get many people talking about their Page.

2. Work out what your people like

Measurement is not just about knowing how well you’re doing, but also improving how you do it. Look at your insights and order the column by “Reach.” This will tell you which posts reached the most people.

Then, take a look at the top post and see what it was.

In the case of Karen Haller Colour & Design, it was this image that she had shared from another page:

So, Karen can now look for other similar things to post (in her case, images that relate to her subject which are entertaining).

3. See who your folks are

Whether you have 30 fans or 3,000 of them, you should find out who they are, so that you can talk to them in their language.

Luckily, that’s easy, with the ”Likes” link from your “Insights” tab. Simply click that link to see a graph like the one below, which shows you who your fans are by age, gender, and location:

As you can see from this information, most of Karen’s fans are female, between the ages of 25 and 54, and live in London.

When you have this kind of information available, you can plan to carry out activities that will appeal to the demographic that most of your fans fit into. That includes online AND offline activities and can really help you to tailor your marketing to your audience.

Once you get into it, you’ll see that Facebook Insights has a lot more information you can use in your business, but if you start with these three things, you’ll be ahead of your competitors from the start.

Do you have a Facebook success story? Tell us about it!

Constant Contact’s Social Media Week London event on Thursday is sold out, but you can watch via this livestream link.