Each company account has a ‘statistics’ tab, which is available in the admin panel in the left-hand column.
What kind of information and data will you find here?
How does a company profile compare to a competitor’s fanpage?
When you click on the ‘statistics’ tab, a summary appears on the main screen, which is where you will find the most up-to-date data: today, yesterday, last 7 days, last 28 days. In order to get a broader picture of the results, we always select the 7 or 28 days option. You will also find information on both the most recently published posts and on the pages you have been following. At the bottom of the page, you can get information about your closest competitors by adding profiles to ‘observed pages’. Yes! With this option, you can compare your own profile to others in terms of fan growth or decline, number of posts published and number of reactions left.
The summary is the only place in the page’s statistics section where you download detailed information using the ‘export data’ button.
How do I find out how many people are reading the posts I publish?
While customers tend to attach importance to ‘likes’, a far more important piece of information is the number of people who are watching the page. The more followers you collect, the more users will see your posts. What does this mean? You will achieve greater organic reach. Simple!
Liking a profile is not the same as watching it. Fans who have liked a fanpage can at the same time choose to ‘stop observing’, which means that they do not see the posts published. It is also possible to observe a Facebook page without liking it.
When analysing the graph, pay attention to the number of opt-outs as well as the increase in followers and compare them with the content published on those days. This will give you an answer as to which content attracts and which tires your audience.
This section also tells you whether the content you publish is interesting enough that people enjoy visiting your page. If the heading ‘on your site’ appears most often in the watch location graph, you can be proud of yourself.
How do you check fan growth?
About this briefly, because the graph showing the likes of a page looks very similar, and is far less important than the number of followers. If you want to analyse likes then the most important thing for you is the total net fan growth, ie:
(number of likes – number of retracted likes = number of net likes )
How do you reach the largest number of fans?
Under the ‘reach’ tab, you will find data that informs you of the reach of your published paid content as well as organic content, the reach of your relationships and the numbers and types of reactions to your posts. These statistics allow you to determine the effectiveness of displaying your posts in your audience’s news feed. Here you can also compare the audience performance of the advertising post against the organic (free) content.
At the bottom of the page is a graph with the total reach on the page. By selecting a section on the graph, a table with the daily results appears. By adding them up, you get the number of people your posts have reached over the last month, for example.
When and which posts to publish?
Another tab to look at when analysing your statistics is ‘posts’. There you will find a graph summarising the data from the last week, i.e. the times and days on which fans are most likely to visit your page. This will help you to better adjust the times of publication so that you get the greatest possible organic reach.
The most important information, however, can be found below. Here you can check the statistics of individual posts. By clicking on a post, you get full viewing statistics: reach, reactions, comments, shares or clicks on the post. If the post is sponsored, the performance information may differ from that in the company manager.
In this section, you can also see what content your competitors are publishing and which posts from others are more popular.
How do you reach the right target group?
Thanks to the ‘personas’ section, you can check the demographic data of your fans: age, gender, language, location. This is where you can assess the target audience of your posts and check the nature of your content. Whether to use looser communication or create content that should be of interest to an older audience. This will also allow you to verify whether the style of your fanpage actually matches your target audience. If, for example, it turns out that you are targeting mainly women, while the real audience is mostly men, you need to change your communication style.
The statistics presented above are only a fraction of the data analysed by specialists. In order to obtain more extensive information, it is also possible to use external tools for website analysis, e.g. Sotrender (paid tool) or Google Analytics.
Analysis of statistics is a very important part of running and administering a company profile. Insightful observations will help you determine the effectiveness of your activities and allow you to eliminate errors and shortcomings.
If you have any questions or problems with reading your statistics, please contact us! Our Social Media specialists will perform an audit of your profile and propose solutions tailored to your objectives.
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