How Facebook Insights impacts News Feed Optimization

May 22, 2011
Posted by: Matthew Hammer, VP- Marketing

Written by former LiveWorld employee, @BryanPerson
How are you using Facebook Insights to measure your brand’s ongoing marketing efforts?
Helen Todd from Sociality Squared will join on me a Facebook News Feed Optimization panel later this week at BlogWorld & New Media Expo to discuss that very question.
But until then …  here’s Helen’s initial take on how she sees and uses Insights for her brand clients:
Facebook Insights is a great tool for Facebook marketers using Pages. As you build and engage with fans, Insights shows if you’re reaching your target audience and building a base of qualified fans. Look at the demographic information (see screenshot below) to see the age and gender distribution of your fans. Insights will even show the top countries, cities, and language of fans.
“For example, if your target audience is moms and your actual fan base is mostly males between the ages of 18-24, you should consider adjusting how you’re growing fans! Are you using your current channels of communication, appropriate contests, or targeted Facebook ads to grow a base of qualified fans? How are your fans finding you?

“Facebook Insights also shows rich information about how your fans are engaging with you and responding to the content you’re sharing on the Page. Use this feedback to see if what you’re sharing is resonating with fans and fostering engagement through likes and comments. If it is, continue and optimize the content. If it’s not, adjust the content.
“Insights will show you the top posts based on Impressions and Feedback percentage (likes and comments), and when they were posted, so you can easily gauge what content works well and when to post it. Don’t be scared to experiment and adjust content until you find something that resonates with fans. They’ll let you know what they like and don’t like; just make sure you’re listening and paying attention to them!”
This post is part of an ongoing “31 Days of Facebook Marketing” series from LiveWorld.