How to understand your Facebook audience beyond likes

Facebook AnalysisThere is more to measuring your audience on Facebook than keeping track of how Page Likes rise and fall. Your Page Likes may grow thanks to a limited-time offer or promotion, but that doesn’t mean all these Likes come from members of your target social audience: people likely to engage with your content, buy your product, and/or visit your site.

Without deeper insights, it’s impossible to steer audience growth, tailor content to your audience, or maximize engagement. Audience analysis is about understanding the following:

  • Who you’re connecting with
  • Which type of content resonates with them
  • How you can more effectively build a community around your brand

Here are five tactics that will get you focused on the right metrics and give meaning to your Facebook audience analysis.

1. Measure the Audience You Actually Reach

Those who see content associated with your Page are not limited to those who like your Page. For that reason, reach — which measures the unique number of people who saw content associated with your Page — can give you a better idea of your effective audience.

Reporting on reach over time helps you understand how the sharing of your content impacts your ability to attract and engage your audience. Without reach, you can’t accurately measure your potential to engage people or
convert them into customers.

You can segment reach by its two main types: organic and paid. This will help you understand whether your content got seen primarily via people engaging with your content or via a boost from your ad spend.

2. Analyze Your Engaged Audience

Growing your engaged audience each month is important. As your number of total Page Likes increases, you want to also grow the number of users who engage with your content. If you grow your audience with users who don’t engage, the value of that audience growth is negligible.

3. Create Context for Like Growth

Although your total number of Page Likes isn’t the only metric you should be paying attention to, Like growth still serves as a community health indicator. With the right context, it can help you identify tactics to organically increase your audience size too. Here’s how:

Look at Your Like Sources.

By analyzing your Like Sources, you can determine where within Facebook people were or what device they were using when they Liked your Page, as well as identify whether Likes were acquired via a paid source (paid Likes) or an organic source (organic Likes).

Compare with Other User Actions.

By looking at Likes, comments, shares, and clicks for a given time period within the same chart, you can easily see which other kinds of activities Likes aligned with.

Check Out Your Page and Tab Visits.

Look at the number of times each of your Page tabs was viewed during a given time period alongside your new Page Likes. This information from your Visits tab will tell you which part of your Page is a major attraction for people who newly Like you or people who are deciding whether they should Like you.

Consider Your External Referrers.

Finally, look at your Likes progress over time in context with the number of people visiting your Page from off-Facebook sites. With this analysis, you’ll be able to find out which off-Facebook activities drive the most Likes.

4. Identify Who Likes Your Page

To identify who likes your Page, establish an audience baseline using Facebook Insights demographic data.Then put this data to use. For example, knowing where your fans are located can help inform decisions about what kind of content you share and when you publish it.

Say a sizeable percentage of your Facebook fans are in San Francisco and the San Francisco Giants win the World Series. You could use that as a newsjacking opportunity to drive fan engagement. Or, consider Ford as an example. When this brand realized its Facebook Page had a strong following in Germany, it announced on Facebook that it would introduce the Ford Mustang into European markets.

5. Discover When Your Fans Are Most Active

When fans are online, you’ll be able to time content posting more wisely to increase Page Likes.
By comparing the timing of your Likes to when you’re fans are online, you’ll get a concrete idea of how posting times affect Page Likes in particular.

From increasing brand awareness to maintaining a competitive edge, the possibilities are endless with rich measurement and a keen eye to the buzz around your brand and others in your space on Facebook.

We’ve walked you through the basic analyses that you need to plan, execute, and measure fruitfully on Facebook.
How will these tactical analyses reveal, reinforce, or reinvent the way you strategize and think about your audience? Don’t settle for hoping that your campaigns are working. Understand the real data and know for sure. Let help you maintain a competitive edge.

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