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How to… use Facebook Insights

08 May 2014
How to… use Facebook Insights

Do your fans really Like you? As Facebook's new Insights platform rolls out to all businesses, you will have access to more data that shows just how likeable your brand is. To get the most out of Facebook Insights and use it to better connect with your audience, be sure to pay attention to follow these five tips.

Five ways to make the most of Facebook Insights

1. Follow your page's weekly trends The Overview section provides a quick look at Likes, Reach, and Engagement over the past week, as well as a log of your five most recent posts. Keeping up to date with your performance each week helps you to see trends as they form so that you can continue to capitalise on elements that create engagement, and troubleshoot any negative performance trends before they become an ongoing problem.

2. Find out your optimal posting time In the past, marketers have put a great deal of research into discovering the best times to post on Facebook, but Facebook's Insights platform now offers that information tailored specifically to your audience. You can plan your posting schedule around this data in order to post during the days of the week and hours of the day when your audience is most reachable. The numbers are based on recent usage data, so if your audience's Facebook habits change over time, you can update your posting schedule to reflect that.

3. Customise your content for your audience While there are overall trends as far as which type of content performs best on Facebook, every page's audience is unique and will respond best to different post types. The Post Types tab of Facebook Insights, found under Posts, will show you what type of content your audience is responding to, as well as a post-by-post breakdown of recent posts. You should still diversify your content, but focus primarily on post types that generate the most reach and engagement.

4. Make sure you aren't alienating your audience Your Facebook Page can never be all things to all people, but you do want to make sure your content is generating more positive reactions than negative reactions. The Reach tab on Facebook Insights breaks down when you are reaching people and how they are reacting. You are able to see Hide, Report as Spam, and Unlikes in a graph right below Likes, Comments, and Shares. These are actions that have happened directly in response to your posts so if the negative reactions ever surpass the positive reactions, you should look up that day's content and make sure to avoid similar items in the future.

5. Get to know your fans Find out the demographic breakdown of your overall fan base, as well as those who are seeing or engaging with your content, and those who are checking into your property. This information can be used to help tailor your content to your audience and to plan for future fan acquisition campaigns. If you are seeing a demographic that is particularly engaged with your content or a demographic that is lacking on Facebook but is typically a strong market for your property, then you can plan future campaigns to reach those users.

Megan Peterson is Sabre Hospitality Solutions' social media manager

Caterer Digital Summit
For much more advice on digital marketing, book your place at our Digital Summit.

Taking place on 12th May at the Kings Place, London, the conference will explore the latest technological advances in hospitality, with practical tips and advice from experts and operators.

Among the speakers, innovator and guest experience expert Robbie Bargh from the Gorgeous Group will explain current best practice in social media. The entertaining hospitality consultant will give his take on how the most advanced operators are engaging their audience.
For a full list of speakers, and to book your place, visit www.catererdigitalsummit.com

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