5/17/2014 Use Facebook Insights to Power up your Marketing | Socially Comfortable

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Socially Comfortable Demystifying the world of digital marketing. Using social media to createcustomers

by oisin hayesin Your Digital BrandLeave a comment

Use Facebook Insights to Power upyour Marketing

Socially Comfortable Insights

A much underused and misunderstood tool for pages on Facebook is the insights tool. TheFacebook insights tool (located just above your cover photo in the centre of the screen or topright). These insights give a wealth of information with regards to your followers. You will getthe age groups of all your followers along with sex, location. Along with that you can see howmany people your page reached and how many people viewed your links which is veryuseful not everyone interacts with your posts directly by liking or commenting but this givesyou peace of mind knowing that they actually viewed it.

In this post I’ll give some help on how exactly to use these factors to better understand yourfollowers and how to use this information to drive more business from this information.

February 5, 2014

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Insights into People

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Smart Demographics

As you can see from the above image in the people tab you are given the percentages of maleto female along with age demographics broken into 7 separate categories. You can see howyou match up against the rest of Facebook against male-female ratio and age ratios. Knowing

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your customer is a necessity in marketing and this is one of the beautiful features you havewith you Facebook page. Just imagine it’s doing the work for you. You don’t need to do anymarket research to asses your average customer it’s all there.

Know Demographics are Different

Now what do I do with this information? First and foremost you should regularly check thisand be aware of it. Then once you now know what your average age and gender of customersare you can cater your posts to what will be most relevant to this demographic. What capturesthe eye of a 16 year old is going to be completely different to that of a 26 year old. All thisinformation can be found easily online to differentiate what demographic does what.

Look for the Gap in your Market

Look even deeper into your insights though and you may see a gap in your market. A perfectexample would be say you have a large range of 25-34 year olds. What’s the biggest differencebetween them and say 18-24 year olds? They’re all adults and of a similar maturity level onceyou go over 21. The fact is that most 18-24 year olds nowadays are students. whereas 25-34year olds would be working. So your product or service doesn’t cater to students is the bestdeduction you can make from this. Therefore this tool has now given you the understandingthat maybe students aren’t interested or can’t afford your product/service. If you want this agegroup though maybe you can cater to students by creating student discounts or providingsomething of interest to students. This example shows the beauty of Social Media Marketingit’s not just about what you see online. It can help you better understand your business in away you could never do so before so easily.

Facebook posts

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Firstly please forgive me for my low engagement levels as this is only a new page. Ok Thanks.

Experiment with Engagement Levels

Now what does the posts tab show it allows you to see which of your posts reach the highestamount of people. Obviously this speaks loads for itself. Of course you want to know whichof your posts reach the largest audience possible. Through this tool use it to see which kindsof posts encourage the most engagement with posts. Which posts reach the largest audiencefor getting your brand out there. This is where experimenting with your page shows to bebeneficial. If you have recently started uploading videos and want the largest reach but youare torn between YouTube uploads or Facebook uploads this tool will allow you see whoviews which type of video upload the most.

Understand your Audience

Every business is different and therefore all customers interact differently. I predominantlytalk about Social Media Marketing so it is in my best interest to provide followers withinformation on this topic by providing links to good informative content. However if you arean individual selling cupcakes you will want to be sharing photos of your product to cater foryour customers. On a side point I would like to mention Facebook have recently come out andsaid that Pages will no longer see a large organic reach from text only posts. So do try toprovide links or photos to increase organic reach.

Concentrate on Engagement

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Also you see those engagement levels? The blue being post clicks and the pinky colour (nottoo sure what colour it is) is likes and comments. This will give a pretty accurate view on whoactually read your post. Reach doesn’t necessarily mean someone read your posts or evenlooked at them. It only means that at some point it briefly showed up in their eye-line. Soengagement levels are the real tools for knowing that people are reading your posts.

These two brief outlines on insights are what I feel to be the most useful to the average pageowner and really can help you boost traffic by being aware what these statistics are showingand helping you target your audience in the best way imaginable. Also a note to take awayform this is as I said earlier. Facebook has an incredibly wide variety of age groups on it thesedays so you really can get an accurate idea of your average customers from insights. With thisinformation take it away from just your social media presence and integrate it with yourcurrent real world marketing strategies.

Tags: Digital Marketing, Facebook Engagement, Facebook Insights, Facebook Marketing,Social Media Marketing

About oisin hayes

I'm Oisín Hayes a 23 year old student, Currently studying Business & Management in DIT,Dublin Have a great interest in the power that social media can bring to businesses and happyto share my beliefs and experiences here.View all posts by oisin hayes »

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