Voice of the Restaurant Industry
Facebook recently rolled out some new metrics that are going to make your Restaurant's Fan Page Rock! The new insights are going to help you grow your fans and your fans interactions in ways you never imagined possible.
Obviously it's important to monitor your facebook statistics, but the new metrics make it even easier to monitor your Facebook Fan Page's health and well being.
Since we are a restaurant marketing company, I figured for this article, I would use one of our newest client's Facebook Fan Pages, Wicked Chicken, as an illustration.
The first thing you have to do is open your facebook insights. You will see the "insights" link, in the menu bar on the left, under your fan page profile picture. While there are tons of things you can look at in the insights section, we're just going to focus on some of the most important things that you'll want to look at, to judge the health of your fan page.
What Are Main Insights?
Clicking on the "insights" link will immediately take you to the main insights page. This page will show you all your activity for the last month.
When you click on the individual columns, you can sort the posts by descending value in the column.
Here are the main things you want to look at:
The most important of these columns and the things you want to pay the most attention to are Engaged Users and Virality.
You will also know what type of post you’re viewing by the icon next to the post.
In the above graphic, when we sorted by Engaged Users, we can see that the top two posts are photos. So we know that if we want to focus on getting more engaged users, we should post pictures. See what types of posts are working for you on your fan page by sorting the columns in this chart.
What Exactly Is Reach?
When you click on the Reach section, you first see a chart of demographics of people who have seen any content about your page within the last week.
Below that are the How You Reach People graphs. The one on the right shows the Unique Users by Frequency in a rolling one-week time frame.
The statistic to watch here is the number of people you are reaching more frequently. This is your core audience and who you should focus your attention on.
If you are not reaching people multiple times with your posts, you may have to adjust your strategy. Experiment with posting more often, focusing on getting more engagement so that your post comes up more in your fans’ news feed. You may need to do something more involved like quizzing people about facts about your restaurant, making special offers, running a contest, or Facebook ad to reconnect with your audience.
The next graph shows Page Views and Unique Visitors and below this graph is one of the most interesting areas of Insights, the External Referrers.
Watch where people are coming from. If the only external referrer is Google, you need to get the word out about your page.
In the example below, the Wicked Chicken fan page was most visited from links on their restaurant website. This probably isn't as viral as one would like, so we need to find ways to spread the brand. Find ways to work your Facebook page address in multiple areas across the web.
The next area to check out is the Likes area. This area breaks out your fans by demographics, which can be useful for future ad campaigns. The area to watch in this section is the Where Your Likes Came From graph.
In this particular page’s graph, we can go back and track the posts on the wall to see what happened during the spikes.
On December 28, we were running a facebook ad campaign, which probably accounted for the spike in new "likes". On January 13, we only had one post go up, but it was related to beer specials and not the food. Perhaps that turned off some fans. You need to pay attention to what’s working and what's not. This section is a great place to do this.
What does the "People Talking About This" Mean?
The People Talking About This number is publicly displayed on the left sidebar under the number of Likes. This figure is a great measure of actual engagement.
It includes all the following activities that happen on your page over a one-week rolling period:
The best part of this statistic is that you can see it on any page—meaning it’s public information! Now you can tell if a page is interacting with people. Big fan numbers don’t mean that the page is healthy. This is very important to remember! The People Talking About This statistic is the one to watch. Watch your competitors’ numbers to monitor what is working for them. For an accurate picture, take the People Talking About This number and divide it by the total number of fans. Healthy pages have percentages between 1% and 5% (or more for great interaction). In our example above, you will see that Wicked Chicken's page, although not with tons of fans, has an interaction percentage of 10%.
It's important to remember that if people aren’t interacting with your page, you will drop out of the news feed. You DO NOT want this.
The new Facebook Insights have improved how you can track the health of your restaurant's fan page and you can immediately see when you need to make some adjustments to your social media strategy. Try new things, monitor what’s working and what isn’t, and take your restaurant's Facebook page to the next level!
I hope this gives you some great ideas on how to use the new Facebook Insights to monitor and grow your audience. Is your page healthy?