Facebook Considerations

Just in case you’ve been living under a rock for the last few years, Facebook is the largest social media networking platform in the world.  In fact if Facebook users were a country it would have the third largest country by population.  There are over 1.3 BILLION users, a truly amazing feat since it was launched February 4, 2004.

Even more amazing, if you weren’t already amazed, page owners of Facebook Pages can access a tremendous amount of information, some would suggest staggering amounts of information. This information can be accessed from the insights section of your page. The idea behind insights is to provide business owners with the information they need to provide users a “better experience” and in turn achieve better marketing results.

We think there is a few key insights that you can utilize that will provide you an “at a glance” review of the page and it’s performance.

• Likes –self-explanatory
• “People talking about this” – visible to the public as well
• “Engaged Users” – indicates the number of unique viewers that clicked on a post
• “External Referrers” – how are people finding you online?

Here are some basic considerations when it comes to analyzing your page:

• Who is my ideal audience?
• Age?
• Gender?
• Location?
• What type of information do they want from me?
• What are the main challenges I can solve for them?
• Am I optimizing my Facebook Page for Google indexes?
• Am I doing enough outside of my website and page to bring traffic in?
• Does my website account for some of my referrals?

Clearly, there is some of what I refer to as real work with your Facebook page, yes the platform is free, yes it’s relatively inexpensive to set up in terms of time and money, yet it’s work.

If you want to see real action or if you want to really understand your fans and what drives them you need to spend some time in this process. Just like any other customer facing process or activity, you need to ensure you are meeting the needs of your customer right at the door, or in this case the moment they land on your page. There are many considerations in social and Facebook in most cases should be your primary social vehicle.

Michael Bickerton, Raven5 Ltd. December 2014

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