Are you measuring your Facebook strategy? Do you even have a strategy? It can be confusing to understand the importance of things such as likes, followers, engagement, impressions, actions and other metrics. The Facebook Insights report for your page offers all this info and more to help you better understand your audience and develop clear, precise and actionable goals.
Understanding your goals will help you focus on the most important insights for you. Are you trying to attract potential customers? Do you want to communicate to existing distributors? How about building your brand? Your strategy certainly can shift, which can change the insights metrics you track most.
The Ones to Watch
So, what metrics are typically most important for direct selling? Closely monitor these five:
1 / Reach
This is a high-level look at the overall exposure of your page. This includes post reactions, comments and shares, ad impressions and direct visits to your page. Higher reach means more exposure.
2 / Engagements
Engagements are critical because as people like, comment and share your posts, Facebook sees this as relevant. It shows that people are interested in your content. Shared posts can exponentially increase exposure and help reach people who are not yet following you. So, pay attention to which types of content generate the most engagement.
3 / Actions on Page
When people go to your page, what are they doing? And more importantly, what is it you want them to do? This is why having a clear goal is so vital. Actions can include clicking “get directions,” calling a phone number, sending a message, booking an appointment or clicking your website link. You can dive deeper to discover the gender, age and location of those who took a particular action on the page.
4 / Individual Posts
It’s always great to know what’s working and what isn’t. The Posts tab shows you which posts got the most exposure and engagements. It also shows when your followers are online. Pay attention to the post type shown in the far-left column to see how different types of posts such as links, photos or videos are performing. This can help you focus on the type of posts that perform best as well as the days and times you get the most engagement. You can quickly sort your posts by specific metrics to discover your top performers.
5 / Follower Demographics
The People tab reveals gender, age ranges and locations for people following your page, plus people reached and people who engaged. You can also see other pages your followers like to help you build a more specific audience. This also helps you build an advertising strategy with different messages targeting more specific demographics.
From the December 2021 issue of Direct Selling News magazine.