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4. Peruse Your Facebook Posts:
When looking at the performance
of individual posts, we're going
to analyze both reach and
engagement metrics. Here's a
breakdown of what each includes:
▪
Post Reach shares basic post
statistics like impressions,
engaged users, consumption and
video views.
▪
Post Engagement shares basic
engagement stats like active
users, consumption and negative
feedback.
The number of impressions is
similar to reach but instead
refers to the total views of the
post. Of course, both metrics
are important to focus on
increasing, as the more people
you reach, the more potential
customers there are seeing your
posts.
Look at the post-reach and
identify spikes and peaks in the
Reach column. You can also see
the type of posts contributing
to these likes along with their
permalinks.
You can use the Facebook
Impressions widget in the
Facebook Pages Report to see
patterns in organic, paid, and
viral impressions and the number
of people your content has
reached. Break down the data to
compare organic vs paid content
impressions and get and measure
the average by profile.
5. Ask Yourself the Right
Questions
Now that you have some insights
on properly interpreting data,
use these questions to help
guide your Facebook analysis.
What Kind of Messaging
Familiarizes the Most?
A
major reason to conduct a
Facebook analysis is to
determine which content performs
the best. Then use that
knowledge to guide your
copywriting strategy
and develop your "Midas
touch".
You'll see a link to the Post
Performance Report below the
Facebook Top Posts widget. This
dedicated report will help you
understand how each post you've
created has performed.
Choose from 90+ metrics to add
to your report to ensure it's
personalized to your success
indicators. You can get as
granular as "non-viral
impressions" or "wow reactions".
Then, click your key performance
metric at the top to sort by the
top-performing pieces of
content. Study these posts to
see what they all have in
common.
6. What to Do After Checking
Page & Post Data:
Every social media presence is
different, so what works for one
company may not work for
another. Besides, it would be
easy for potential customers to
pick up on copycat behaviour and
get turned off. Using the
insights from your Facebook
analysis, you can determine what
types of content to publish and
when. And with Sprout, you can
schedule posts in advance and
get immediate analytics showing
your posts' performance.
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