To prepare for our final presentation this week, I figured I might as well go directly to the source to see what kind of analysis Facebook could provide. At the top of the page you can see that we have a total of 115 likes. You can also see that we have 54,854??? I have no idea what this number is. Surely it can’t be total people who have seen our page. I have found that on Facebook there are quite a few statistics which I believe there is voodoo math behind.
The chart to the left shows the peaks and the lulls (of our posts and our followers engagement).More specifically it shows our posts, the # of people talking about our posts and the weekly reach. Although this chart provides a nice little activity summary, it doesn’t provide you with enough information to assess the strength of your campaign. However, it does clearly show the relationship between posts, virality and reach. As you can see, we practically dropped off the radar around 4/21 but after posting a few more items we were able to increase engagement again.
Next, I took a closer look at the analysis of the content we posted. We were always trying to figure out what content people would want to get engaged with. People liked the pictures of the cute puppies and kitties, but most people didn’t like them enough to want to share the post with their friends or make comments directly on our page. When looking at the posts which had higher virality than others, there really was no common thread. Yes most of the pictures which were shared did have cute animals in them (as did most of our posts) but there was no smoking gun to be found based on this analysis. The most useful part of the post analytics page was that you could click on the bullhorn to easily promote a particular post.
Finally, we looked at fan demographics. It was no surprise that 56% of our fans are female (thanks Evan!) and that most of our fans live in the Seattle area. It is interesting that we have 1 follower in Canada and 1 in Nigeria, but again – not all that useful to know..
To sum up my experience with Facebook analytics, I found it useful as a high-level tool but it didn’t give me the deeper level of understanding which may have helped us increase fan engagement. As a free tool, it was sufficient for my needs but I definitely wouldn’t pay for it.