Creating a Facebook Fan Page requires that individuals, digital strategies, and organizations have a clear view of their objectives. The Internet-savvy generation is boarding Facebook to look for valuable content and real-time engagement. Individuals use Facebook pages to promote their work. Business organizations create customized Facebook pages to generate leads and win customers.
No matter what the agenda is, Facebook has helped advertisers haul in different breeds of readers and subscribers. In spite of its growth and popularity, digital marketers and advertising professionals encounter walls that prevent them from winning tight interaction races. Anyone can set-up a Facebook fan page, and this kind of exceptional freedom distorts the marketing views of digital strategists in solidifying “legitimate interaction.”
Facebook is the Web 2.0’s hunting ground for unique content (although Google still dominates the face of search, it’s not likely people can interact with it), and fan pages serve as hosts in connecting an individual/business organization’s web page/blog/podcast/portfolio in a uniquely-designed social Timeline.
Thankfully, Facebook has integrated an analytics tool called Facebook Insights Dashboard to assist page administrators keep track of activities from Likes to User Shares. Insights are graphs that provide granular information in areas where the campaign is winning or losing out.
Cross-examination of data incorporated on the Insights dashboard can quickly show page owners hints on how they can achieve goals like increasing the volume of people Liking and Sharing content and decreasing the number of de-subscribing users.
Action Item: Carefully Examine Data That Pertains To User Engagement Maximizing a Facebook fan page requires more than 'do-it-yourself-marketing.'Engagement doesn’t necessarily stop during the process of brainstorming for content, call-to-actions, and graphics that naturally attract referral traffic. As intelligent marketers, it is critically important that companies analyze data that highlights “user activity and responsiveness.” After all, fan pages were built to connect brands with buyers, not for blatant self-promotion.
Measuring engagement in Facebook comes in different facets: How many people gave their Likes to your fan page? Am I getting a lot of page views from multiple or single visits? Why is my fan page more popular in Japan whereas my business organization is located in Canada? I’m trying to sell action figures, and my largest demographics share comes from people between the ages of 70-80 years old, how was that possible?
Facebook Insights has all the answers to these. Qualifying data on Insights includes Demographics and Location, Reach and Frequency, and Page Visits. Picking data apart may be difficult at first, but smart marketers know how to put their fingers on important metrics that will keep the page bountiful in terms of interaction.
Check If The Content Has The Potential To Go Viral
One important function of Facebook Insights is to churn forecasts on the Virality of a certain post. In a nutshell, the Virality report is achieved if a post/story has generated outside page views that started out by a user liking or sharing the content.
Virality is a unique measuring stick that leaks out data for content that presents itself differently than other stories that generated less social buzz.
Footnotes: As digital strategists, are you making good use of analytics presented to you by Facebook?