Facebook analytics often offer a keen insight into the performance of our social media efforts and allow us to view metrics that help for making improvements and increasing engagement with our audience. An example of the analytics for ABC company and their activities on Facebook were provided to us and allow us to see what has been successful for the company and where they could stand to make improvements. Analytics are available free to the administrator of a company or business page.
The first aspect of note with this set of analytics is that the company appears to have pretty steady performance as far as its engagement and content posts are concerned. They have 880 likes and therefore are connected to as many as 340,000+ through friends of friends. They are down in the “people talking about this” metric, by quite a lot and could maybe look to increase this number by creating more engaging posts that encourage followers to comment and feel like an important part of the social media efforts. Further, well over half (60%) of the viewers of the page are female. This metric may be indicative of the field as a whole, but could be an opportunity for improvement for the company by increasing male engagement and appealing to an audience that they do not currently appeal to. The next statistic of note is the success of some of the posts the company has made. The ones with the best success appear to come when there is an abrupt calling to action or challenge for the audience. Words like “join us” and “take a moment” have better success than when the company made posts such as “hope you had a wonderful month of May.” While it may seem counter-intuitive to load a page up with content that has calls to action for fear of sounding “pushy,” the analytics are evidence that these are the best types of performing content on the page and should perhaps be increased in their efforts. Also, the page seems to have the most success with cities on the east coast of the country and that could be due to a timing issue of posts. Going forward, I would make sure that posts are made that are at good times for west coast viewers and take advantage of higher traffic times for that demographic of audience.
The other channels can certainly play a role in boosting the results for the Facebook page. For example, the company needs to first make sure that their social media is as social as possible. Meaning that links back to the other platforms needs to be apparent and perhaps should be encouraged on the non-Facebook platforms. Further, social links could be placed at the top and bottom of every post made on the other platforms so that users are encouraged to share on multiple platforms. Finally, some kind of contest that ties all of the channels together could be a great idea for a future campaign. The followers of this page seem to engage the most with call to action posts so perhaps creating some form of contest that ties all the social pages together would be a great way to increase engagement and raise the awareness of the presence on other social media platforms.