Do you have favorite businesses, organizations, or brands that you like because they “get” you?
When you scroll through your Facebook news feed, does their logo alone make you stop your mouse because you know you’ll see something that appeals to you — a link to a coupon, beautiful photos, or a post that taps in to your sense of humor?
A business or organization that “gets” you is a smart one because it knows its customers, clients, and supporters, and knows what kinds of content will engage them the most.
Thankfully, there are ways for small businesses and organizations to get to know the loyal fans who “Like” their Page.
Let’s look at two of them.
The analytics tool built into Facebook Pages is called Facebook Insights.
When you click on Insights, the first thing you’ll notice is that your Page has amazing potential to reach more people. The total “Likes” is the number of people who Like your Page.
Next to that is the friends of fans — an even bigger number — that represents how many people could see updates in their news feed about your fans’ activity with you. A Pew Research Center study recently found that the reach of your Page could be as many as 31,170 people. Your fans have a lot of influence and can turn these people into potential customers.
What should I post to get my fans engaged and reach their networks?
Facebook Insights will help you figure out what kind of content gets your fans talking.
Clicking on the Insights tab also gives you a chart that tracks your posts over time and a list of stats for each post.
Take a look at when you posted something, what it was (a link to something, a question for your fans, a video, photos, an announcement), and the fans’ reaction. Did people click on and talk about the video you posted? Did they share it? If yes, then post more video! If not, then maybe they’re not interested in the video’s topic.
Clicking on the Likes tab under Insights will give you instant market research to help you target your content. You’ll get a chart telling you the percentage of fans in each age group and gender, you’ll see which countries and cities your fans are from, and you’ll see which languages they speak. You might find that the stats themselves are post-worthy.
Arrrrr you in tune with your fans?
The online store ThinkGeek recently posted a screenshot of their stats, which revealed that 1,890 of their fans listed “Pirate” as their official Facebook language, and 861 chose Leet Speak. As a result, ThinkGeek told their fans, “We just wanted to say you arrrrr the best.”
Pay attention to the Reach tab, which will show the demographics of the fans who actually interact with your content. You’ll find out if your posts are connecting with the right groups.
Try a Facebook Promotion
Create a promotion for your Facebook Page with a compelling offer —a coupon, discount, downloadable whitepaper, or event registration, for example. You can promote your campaign to your current fans on Facebook (ask them to invite their friends), Twitter, and LinkedIn, and in your emails.
As the results come in, the campaign stats let you track how many people have joined your Page, downloaded your offer, shared your offer, and clicked on links. It’s another great way to learn more about your fans: Do they prefer a discount or a coupon? Were they interested in the topics in your whitepaper? Find out what incentive will make them act, and create more offers throughout the year.
Is this going to take a lot of my time?
With social media marketing, you get out of it what you put into it. Schedule an hour or two once a month to sit down and take a look at your Facebook Insights. Then create a calendar of Facebook posts and promotions for the next month that balance the information you need to share and the content your fans want.
Making the numbers work for you
One of our customers, The Northbridge Companies, an assisted living community in Burlington, Mass., uses their Facebook Insights and promotions to shape their content.
The majority of their fans are the residents’ adult children, who are interested in photos of their parents, events, information about the community, and industry news. They have a communication schedule: one type of content is posted on assigned days of the week. They run Facebook promotions that change based on the time of year, news, and events.
The Northbridge Companies keep track of what gets the most attention — event photos and sports-related content — so they know what messages will be shared with extended networks and will help to grow their fan base.
The bottom line
The key to making Facebook marketing work for you is providing great content that engages your fans. Facebook Insights are a great way to tap into that information, and promotions can take you even further.
This information will help you make the connection with your fans, align with their needs, and successfully promote your business or organization.
How are you using stats and reporting data to plan your Facebook content? Share your thoughts with us in the comments section below.