Two limits of Facebook Insights: what more could you ask of this already formidable tool?
Not everyone is aware of the fact that the communication strategies adopted on social networks actively participate in the turnover of a company . Once the target has been identified, the choice of an editorial line of a company page is always a very delicate matter. Classifying customers, based on the type of business, is essential for the choice of communication strategies.
From Facebook to Twitter , from LinkedIn to WhatsApp , from Instagram to Snapchat , the strategies to be adopted change radically. But there is a constant to keep in mind: from every social we can acquire a lot of user data . The monitoring systems are a real gold mine: they serve to make us understand better (and in real time) the psychology, the emotional behavior of the connected users.
When we designed the White Rabbit suite we have also thought about this. We asked ourselves how important it is for a company to know the contribution made by social networks to their turnover , or how many followers are actually transformed into end customers. Integrating in White Rabbit the management and collection of social data was therefore a simple and immediate choice.
But although it is important to classify customers, you also need a great sensitivity and a strong sense of observation . But the basis remains always that: knowing what can be done, how it is possible and where to find new ideas and new ideas.
So, let’s try to see together how to acquire customer data with a wonderful example: Facebook Insights .
How Facebook Insights work
The care (or realization) of a company’s online presence is essential. His objectives must be clear right away. Who administers a Facebook page knows the value that insights offer, publication after publication. Their usefulness is grasped in the way of communicating with customers, in measuring the degree of reactivity of call-to-action , and therefore in understanding the interactions that reveal the most incisive.
One of the needs that we often face before is the comparison of the analysis of our audience with other data in our possession. Facebook offers us the possibility to export our data (in .xls or .csv format) and to choose a preferred Layout .
But this is only one of the initial utilities, now we scan section by section all the functions at our disposal.
The Overview section accompanies us in a first reading of our data (on the surface but not too much). In order, it gives us the opportunity to throw the eye) on “Like” the page: in total and newly acquired, b) control the coverage of post; and c) the total interactions arising.
The most interesting part, however, concerns the suggestion of the pages to be kept under control , ie those of potential competitors in the area. In a local perspective , here is the example of some small activities, like that of a coffee in Turin and its competitors:
There are like and like …
The “Like” section then presents three equally impressive metrics:
- “Like” of the page : that is the total number of “Likes” of each day, for a period of 28 days;
- “I like” net : the number of new “Like” minus the number of “I do not like it anymore”;
- The origin of the “Like” page : the number of times people have put “Like” on your Page, divided according to the place where the action was performed.
What is the use of these metrics? It should be read in terms of brand awareness or, more simply, if your goal is to increase brand awareness, you can target your audience . It is a matter of checking that the message is reaching out to those who wish. This after a careful analysis designed to classify customers.
Coverage of posts
When we talk about coverage of a post we refer to its scope ( reach , in English). In other words, it is the number of people to whom our content has “passed before” (it is not said that it was actually read). In this section, we find a part dedicated to the analysis of reactions , comments and sharing , which can be both positive and negative . When we talk about the virality of a post , we need to keep in mind the way we are talking about it . And Facebook can tell us how many and what are the hidden posts or reported as spam .
NB negative interactions decrease the number of people reached.
As the chart above shows, Facebook offers a comparison covering organic (light orange) and paid cover . In the case of peak reached with the organic one we can, for example, decide whether or not to replicate actions of that type and allocate our budget elsewhere.
In the Visits section the principle is the same, information changes. There are two basic points (plus one):
- Visitations to the tab of the page: the number of times it has been shown every tab of your page.
- external redirects : the number of times people have visited your page from a website outside of Facebook.
Furthermore, Facebook invites us to provide relevant information on our activity: a) Categories and description (how we want to be found), Website and telephone number and Web address of the page (which you can request).
Focus on Post and Video
The Post tab is tripartite like this:
- When your fans are online : shows you when people who like your Page are on Facebook.
- Types of Posts : Shows the success of different types of posts based on average coverage and interactions.
- Popular posts of the pages you are monitoring: indicates the interaction with the pages of the pages you are monitoring.
Here’s what it looks like: passing the mouse over the graph we discover, in the case under examination, we touch a peak of coverage of 7965 at 20 .
As for the videos , even in this case the Facebook Insight information is fundamental. We can know a) the number of displays over 3 seconds , b) the number of those that go beyond 30 seconds (and over 97%) and the most popular videos .
Numbers and People
Finally, the People’s Tab , which is divided into Persons reached and Persons involved . The information, also in this case, is very useful for understanding our targets. You can get news on:
- your fans : view sex, age, place and language of people who like your Page.
- on the People reached : that is the people to whom your post was shown in the last 28 days.
- and the people involved : those who like your posts, who have commented, shared or interacted with your page in the last 28 days. After discovering your most active audience, you can customize the featured posts to be targeted.
Classify customers: two limits
As we have noted during this journey, classifying users who follow your company pages is an operation that has made Facebook extremely simple. We talk about followers, indeed, it would be better to say fans. But not for customers .
The most famous social network in the world highlights two limits in terms of online business:
- does not offer information about a specific fan ;
- it does not allow us to distinguish between fans and users who already use our services. Those fans who are already customers .
Naturally, the information we can get on a level of audience they are remarkable. But the road to personalizing corporate communication requires further effort.
At this point, highlighting the pars destruens of our speech, we can find our definition of Social CRM (click here to learn more ).
Using a Social CRM such as White Rabbit we can improve:
- information on the social audience ;
- information on the activities of individual customers ;
- reacting to social actions in a structured way and with marketing automation ;
- measure and increase the Customer Satisfaction ;
- assist customers effectively;
- capitalize over time information and social values of the company.
PS And do Happy Business!