How to Analyze Facebook Data to Understand Your Audience?
Facebook is a preferred social network by marketers. Before analyzing Facebook data, we need to understand what is Facebook analysis and why we need it?
Here’s a step-by-step guide on how to conduct a deep Facebook analysis:
1.Analyzing your Competitors:
Facebook insights= page insight+audience insights
The Facebook insights attached to your business page will give you a bulk of information on your business goals. It’s a good idea to start your Facebook analysis by looking at your competitors.
2.Finding Competitors:
To find competitors for your Facebook analysis, there are three kinds of posts that you’ll want to research for insights: The industry that you are related to, competitor’s posts, and our posts. If not sure who’s the competitor here is a strategy during your research:
Search Engine: Use Google to search for key phrases relating to what you do.
Once we identify our top competitors:
Choose the top 2-3 competitors to compare your efforts.
Gather information about them, including the social networks they use, the size of their followings, how often they post, and what their engagement numbers are like. This report shares visitor growth numbers, so you can track count every day and also can see how active the competition is on Facebook.
The most useful point of facebook analysis is the message volume chart that includes overall post volume, total engagements, engagements per post. This will help you set a benchmark against competitors.
3.Gather Data :
Now that we have gathered some benchmarks and ideas about what your competition is doing, it’s time to apply those benchmarks to your own business.
Just go to the Facebook Page and click Insights. The data range displayed on the Facebook page is around 28 days. You can download the insight data to compare and analyze. There will 3 data to get download page data, post data, video data.
- Page Data shows you key page metrics for engagement, like sources and audience details.
- Post Data provides metrics for post reach.
- Video Data displays your key video metrics like the number of views: unique, paid, and organic.
Once you have all the data downloaded, it’s time to get deep into your Facebook analysis.
4.Analyze Facebook Page Data:
now we will look at numbers and set goals.
Let’s divide it into 2 parts. First you can look at page-level metrics and then analyze individual post-performance.
Here are some of the key metrics to get strong content and a successful social strategy.
Facebook Likes:
This refers to the number of people who click the “Like” button on your posts. It indicates someone is enjoying your content posted on social media. It shows people do have some connection to the content/concept that you’re posting. Comparing this to the present data you’ll be able to identify specific posts that resulted in positive responses from the audience.
We need to take a look at the Where Your Page Likes Happen to get information regarding where people ‘liked’ your page. Knowing this will be useful for connecting with your audience.
Engaged Users:
User engagements refer to the number of people who clicked anywhere on your post, plus the number of people who created a story about your Page post. This is one of the great ways to increase as it means people are creating their own unique stories about your posts.
Video Statistics:
This page includes statistics about your video content and how users interact with it.
To access this data, check out the tab for Total Video views, for paid and organic views. You can also view the Daily total number of times a video has been seen again, how many times a video has been played after the initial play. More than one play per person indicates that people have been coming back to your page to see the video.
Another tab to consider in your Facebook analysis is the Daily 30-second Total Views, which shows the number of times a user has viewed a video with additional data regarding how many people have viewed the end of a video. Both of these metrics are useful to understand if the content was interesting enough to get more views.
5.Analyzing FB Posts:
While looking at the performance of individual posts, we’re going to analyze both reach and engagement metrics.
Post Reach:
Through this, we can get basic post statistics like impressions, engaged users, consumption, and video views.
Post Engagement:
By this, we can get basic engagement stats like engaged users, consumption, and negative feedback.
Reach:
According to Facebook posts reach the number of people who have seen your post. As both metrics(post reach, post engagement) are important to focus on, the more people you reach, the more customers are seeing your posts.
The algorithm that Facebook decides to show in each user’s News Feed is known as “Edgerank”. To make this simple the topic of Facebook analysis, assume that your posts will gain more reach with an increase in clicks, shares, comments, and likes
Look at the post reach and identify (up and down) reaches in the Reach column. You can also see the type of posts that generate these likes.
Comments, Likes, and Share:
The 3 primary ways to keep engaging people with your posts.
Analyzing these will help you determine which posts received the best response(views) from your audience. Once we get to analyze which post worked or responded the best then you can duplicate accordingly.
More than liking or commenting, sharing your Facebook posts with someone is a strong indicator that your post resonated.
6.As users can:
- Share on their Timeline
- Share on a friend’s Timeline
- Share on a Page they manage
- Share in a private message
- Share in a group
No matter how the content is shared, the action fuels up the content and, in turn, increases the post’s reach. Looking at the posts with the highest shares will help you identify the posts people share the most.
Comments allow you to get direct feedback on your content or posts from your audience. Identifying positive or negative comments may be an indicator that you should stop and rethink the content you’re publishing.
7. Conduct your FB Brand Analysis:
Facebook Insights data provides you with a bunch of information to have a glance at data and overwhelming on the negative impact to sort out. Following the approach in this article can help you to skillfully cut through it to find the most appropriate data for improving your Facebook presence, and advancing specific business goals.
Focusing on important facts and benchmarking against your competitors and even on your past efforts will help you find consistent success on the platform.