Sharing Your Success Part Two: Facebook ROI
December 8, 2010 3 Comments
This is the second in a series of posts exploring some of the ways you can gather data about your social media presences, make sense of it all, and report your findings. Read part one here.
Facebook: One Tool to Rule them All
In this post, I’ll highlight the built-in metrics tool for Facebook, as well as some other hints to putting together a report from your findings. Social tools like Twitter require you to make use of several third party services to get information about your audience and growth. But Facebook has one, built-in tool that can handle most of your data-driven needs.
In the left-hand column of your Facebook Page, you’ll find a section called “Insights” and a small link that says “see all.” Click it, and you’ll be presented with a couple of graphs representing the status of your Page. While these graphs are all well and good for a quick snapshot, the most important part lies under the “Export” button in the top right corner. Click that and you’ll see this:
Select your time frame and click download. What you get (either in CSV or XLS) is all the info you’ve ever wanted about your Page, dumped out into a big ugly spreadsheet. BUT all of that ugly is soon to become your best friend. That spreadsheet contains the raw data to create custom graphs and charts depicting the exact parameters you want to highlight and display. Using the charts tool within your spreadsheet software of choice, you can graph the number of “Likes” you’ve garnered over time, the increase in Fans, anything you like.
Back on the Insights page, there are two more links in the left hand column: one called “Users” and one called “Interactions.” The Users section will provide valuable info about your audience members – including age and gender. Interactions will give you data about how your audience interacted with individual wall posts.
The Users section provides valuable information about your audiences you can’t find elsewhere due to the fact that Facebook can pull internal data from individual user’s profiles.
Don’t forget to capture positive comments and interactions on your wall. Use whatever system you’d like: take a screen shot, copy and past the text into a spreadsheet or database, whatever works for you. Just remember to keep all of them in one place so you can pull them up later and share them.
Gathering all of this information together in one place doesn’t mean your task is complete. Now the real work begins: the analysis. Take a good hard look at what the numbers and the comments are telling you. Ask questions such as:
- Which posts were more popular? Which ones weren’t as popular? Why do you think that is?
- Which days of the week had more response than others?
- Who are your biggest fans?
- Who is re-posting your content to their Page?
Asking good questions about what you’ve found will help you draw smart conclusions on your findings. Use those findings to set new goals. What new things will you try? What will you continue to do the same? What will you abandon entirely?
Stay tuned for next week’s ROI installment: Twitter.