Peeling Back the Layers of Facebook Insights

Are you are one of those Facebook page administrators that waits to receive the weekly insights email from Facebook; or are you one that checks the online statistics on a daily basis?  Whatever the case, there is a lot more behind the numbers than meets the eye.

You posted a great image and caption that seems to have reached quite a few people.  However, look closer.  Expanding your page's reach is a positive step; but you need to go a few steps further.  Are those reached engaging with the post or the page, for that matter?  Are they fans of the page or friends of those you may have tagged?

To thoroughly appreciate the Facebook insights report for your page, you need to take the time to peel back the layers.   You need to keep a Facebook page fresh and interesting while still staying true to its primary mission. Personalized (and fun) posts do seem to reach more people but we need to keep everything in perspective. While it appears that certain posts are reaching more people, a review of the page insights shows that those posts are not reaching the page's fan base but rather only the friends of those who are tagged.  Here is a screen shot highlighting this: 

In this example, engagement with the page's fans needs to be increased. The more you can engage those that like the page by getting them to like, share and comment on your posts, the more page likes you will garner.

Please do not get me wrong; I am all for keeping a Facebook page (any page) fresh and interesting, but above all else it needs to be relevant to the brand that it represents.

I recommend that all the administrators of a page explore the page insights. There is some interesting data there; especially when you begin to peel back the layers.