JO Social Branding Are you analyzing wrong facebook data?

Are you analyzing the WRONG Facebook Page Insights?

Are you frustrated with your Facebook reach and wonder why the numbers keep dipping?  Or are you trying to find the perfect science to have top-notch posts all the time?  I have news for you.

You’re probably looking at the wrong measurement factors when it comes to your Facebook insights data.

Reach stands for the amount of people who see your Facebook post in their news feed or news ticker (that menu bar on the top right).  That could be people who like your page, their friends or those that visit your page.  The real number you want to look at is the engagement factor.  Are they liking, commenting and sharing your content?

If so that means:

  1. They like your page / content and value it enough to interact with it.
  2. Their interaction is going to increase your reach as well.  When they interact their friends will see this activity in their news feeds and tickers as well.

Let’s look at it this way:

It’s great that you have a lot of friends at your party (reach), but are any of them talking to you (engagement)?

This could actually be replicated across all of your social media accounts.  It doesn’t matter how many Twitter followers you have it’s really depends on who is retweeting and commenting on your content.  Or repining your pins.  Or we can look at it from an email perspective

That’s great that they open the email, but did they do the action in the email, that you wanted them to do?

Don’t get hung up on reach or open rates.  It is the engagement and click-through rates that matter most.  As your engagement increases it will pull up your reach as well.  More external contacts (not your Facebook fans) will see the content and your reach will grow.

Are you wondering where you can find this data on Facebook?

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Text Directions:

  1. Go to your Facebook Insights tab.
  2. Click on the posts area on the left.
  3. Under the “All Posts Published” section, look for the drop-down next to Reactions, Comments and Shares
  4. Click the drop down menu and select “Engagement Rate”.
  5. From there you’ll see a whole new set of data that appears.  Now look at the data.

I guarantee what you thought was a good post (that had high reach) didn’t do as well from the engagement aspect.

This information tells you of the posts that you shared which ones your audience MOST approved of by liking, commenting, sharing or the new measurement factor “reacting”.  Yes you can now measure those funny face emoticons that people post on your account. (Second item in the drop down menu.)

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Now I admit my numbers are not the best in this example.  Quite often the Cobbler’s child goes without shoes.  However, with very basic numbers you can see where I thought a post that had 561 reach did really great compared everything else.  When I flip it and look at the engagement.  That post only had 7% engagement.  Where a post with a reach of 54, had 22% engagement.  This is just another way to look at your data, but it shows you reach isn’t the main factor you need to look at. 

It is who is engaging with your post that really matters. 

What’s Next?

My suggestion for you is to go through the insights data above and see where the most engaged conversations were happening.  Then analyze those posts.  Ask yourself:

  • What type of post was it was it:  Link, photo, video or live video?
  • What was the tone of voice that I used?
  • Was it a targeted post?
  • Did I pay to boost it?

This simple exercise is going to give you better insight into the type of content that your audience wants to see and conversations they want to have with you.  Over time you will train yourself to understand the type of content your audience wants and deliver more often.

One more tip
Here is hierarchy of Facebook Engagement content.

  • Video / Live Stream (Most popular – will get you the most interaction and engagement.)
  • Photos / Images / Infographics / Memes
  • Regular text or links with no images (least popular).


Do you have any you want to say on this topic?  I would love to hear.  Comment below!