You can't know how successful you've been with your social media efforts until you start measuring it. Facebook has robust insights dashboards to help you track your KPIs so you can benchmark your social media strategy, see where you stand on meeting your goals and create strategies for the future. In this video, I'm going to walk you through Facebook page insights. For this walk through, I'm going to use this speech from Paco Chierici. He's an author. He wrote Lions of the Sky, an action-packed novel about fighter pilots. Having been a Navy pilot himself, he has many interesting stories to tell and footage to share on his Facebook page, and that's how he attracts readers to buy his book. Well, Facebook provides many different resources and tools to help you manage your page. We'll take a tour of Insights, which is Facebook's native analytics tool and demystify it for you. After you click Insights, you land on this page. You'll see a long list of items to explore on the left. We'll start with the overview page, which is the default home page of this dashboard. The overview starts with a one-stop shop summary of your business page, which is your business' homepage on Facebook, as opposed to individual posts within user's feed. It starts with "Actions on page" which counts any clicks within your page. Page views is anytime anyone went to your page to take a look around, and page preview counts when users have hovers over your page name to see a pop-up preview. Page likes, are how many people have liked your page, which Facebook breaks into organic and paid. These are the stats that can help you understand who's going to and engaging with your business page. We'll look at these expanded metrics in a little bit. Next, this overview gives data on your content, including post and story reach, post engagement, which is anytime anyone likes or comments on your posts and videos, which includes any place that last longer than three seconds. This overview also shows how many times followers recommended your page, how many followers you have, and how many orders you received if your page is set up to sell. You can change the date range for your report here at the header, and you can change it to for instance, the last 28 days. You can also export your data in a neat report. Scroll down and you'll find your most recent posts, which shows your useful data like when they were posted, post type, your target audience, each posts reach and total engagement. Facebook also lets you set up other pages that are similar to yours, so you can see how your performance stacks up to comparable business pages. We didn't do it for Paco speech here, but this is where you would do this. Your overview will tell you a lot already and give you a great snapshot as to how your Facebook page is doing. But let's go deeper into what we can learn from the dashboard on the left navigation. Ads is going to bring you to your Ad Center, where you'll manage all of your page posts. Here you can create ads and track the engagement on your ads. We will focus on ads in our next two courses. Your followers section is going to provide you an overview of the number of your followers, the changes in your followers, and where they're coming from. You can drag the slider in this top chart to change the date range of the data below. You can see your total page followers or your total audience. You can see where your followers came from, where the organic followers or page followers, and you can also see where the page follow happened. The likes section of the dashboard is going to show you similar data. Your total page likes with bench marking, the number of page likes with whether they were organic or paid and where your likes happened. Remember that this is engagement for your business page, and not yet for your individual posts. Reach is going to dig into how many different Facebook users saw your posts broken into organic and paid. You'll also find the number of people that recommended any of your posts, and you'll find the likes, comments, and shares on your posts here as well. You can also see how many people have hidden or reported as spam or unliked any of your posts. At the bottom here, you can find the total reach, which is account of any user who saw anything from your business page. Page views is just going to be an overview of how many times your business page is being viewed. Here though you can view analytics broken down into what sections of your page people are viewing most, and also who's viewing according to age, gender, location, and which device they're using. Finally, you can see the top sources of where your views are coming from. Page previews shows you how many people have hovered over your name to view a preview of your page. Again, it shows the total view and also breaks it down by age and gender. Actions on page is going to tell you who clicked a link and what link it was, the link to your website or your businesses phone number or and all that action button you created. This information is broken down into who clicked what, by age, gender, location and device, so you can see who in your audience is seeking out more information. The post section is going to be incredibly helpful as Facebook's done most of the work for you in auditing your content. Here, you'll find a list of all of your posts when they were posted, and how your audience engaged with that post. You'll discover your reach as well, and Facebook even adds a handy guide to what type of post you have, and whether it contains a link, a photo, or a video. You can find out when your followers are on Facebook on this dashboard too, which will help you plan which days and times to post in order to maximize your reach. You can also track the success of different posts types, and how other comparable page's posts are doing as well. Events will take you to your events dashboard if you have one, where you can create events, track engagement, and anticipate your audience. Videos, will show you your top videos, and how long they were viewed. Stories will give you insight into your Facebook stories. The people dashboard is going to be where you can discover more about your audience, broken down by fans and followers. Here you'll find their ages, gender, where they're from, and what language they speak. This data can let you know whether you are indeed engaging with your target audience or if there are different segments following you that you didn't expect. The messages dashboard will give you information on who's contacting you through Facebook Messenger. Finally, to orders, dashboard will track any sales if your setup for commerce. Facebook also allows you to check insights individually for each post. Simply click on people reached or engagements in the status bar beneath your post, and a window with stats will pop up. You'll find reach, how many likes, comments, and shares, and any click-throughs. It will also tell you any negative feedback your post received, like if someone reported it as spam for instance. You'll also find your reach and impressions broken down by organic and paid, so you can track any promoted or paid posts. As you start to interact with the analytics for your business page, you'll become more comfortable with these dashboards, and you'll discover the best way you can use the data. Remember that analytics are a great resource to surface what's going well with your content, what to improve, and new strategies to implement going forward.
