This is probably one of the most misunderstood parts of Facebook; exactly what does Facebook Insights mean. So here is data from my own companies Facebook page with some interpretation to go along with that. Of course, this is simply one fan page view; other fan pages will see different data. If you want to go visit my companies fan page and check it out – go right here.
For earlier data on what Facebook impressions and actual site traffic looked like check out my other article right here.
Facebook active users is probably the most important part of insights, how many people are interacting with the page on a daily basis. We do not really publicize the page, or have ads for the page or anything else, this is all word of mouth for the last month. Month over Month growth has been steady which is much better than spiky growth with major fallbacks in visitors. I am more of a fan of steady growth than spiky growth so this kind of growth meets my expectations and wants for the company fan page.
What is interesting though is that insights shows a good steady growth in user interaction with the page, and this was a primary goal set by the company for even having one. While the growth is only showing 67 active users, those are users who are actually doing something, liking or commenting. Those kinds of users are worth their weight in gold, because they are actively engaging with what we are doing, what we are saying, and see enough of a value in what we are doing to approve of it in one way or another. Many users simply read or look at what you are doing, ala Page Impressions, without interacting. Interactive users are awesome to have.
The daily active users shows where people are interacting with the site, either through views, likes, or comments. This is important to know how interaction happens. While the main page shows the page impressions (which translates to some traffic back to the site), adding this to the statistical mix can help Facebook page owners understanding more about what articles work for their consumers and fans. Once a company knows that, it becomes almost automatic that companies will write more articles like that to grow their fan base. While this is not the best thing, it is one thing to do as long as it still meets the core reasons why the Facebook page and the web site exist.
Total views via interaction are a simple number of how many times your posts have been viewed in a browser. This is a good number to know for the month that you are looking at, as it will tell you if you are meeting your goals for page views. Totals are easy to track separately to see if there is growth or loss of page views over time.
Demographics break things down by age and gender. The fan page we have hits the core demographics we are looking at, mostly male between the ages of 25 and 44. Although I am gratified that we are also hitting the female market as well, as we want to ensure that there is a diversity of opinion and people who interact with the Facebook fan page, if not the entire ecosystem we are trying ot build for the company.
Overall our Facebook fan page is showing exactly what we were working so hard on getting, the right age/demographic mix, and the right kind of sustainable growth rather than huge peaks and valleys in the growth rate of the fan page. Insights is a awesome way of finding out if your Facebook fan page is reaching the audience that you want to reach, and how well it is performing. If the Facebook fan page is not performing the way you want, or meeting the core demographics that you want, then this is the kind of information you need to tweak your page to be what you need it to be for your company.
- How to Activate Facebook Insights for Your Website (hubspot.com)
- 13 tutorials to bring your Facebook presence to the next level (socialbrite.org)
- How to find page statistics for any facebook page (dailybloggr.com)
(Cross-posted @ Managing Intellectual Property & IT Security)