You have a social media strategy. You’re consistently posting. Then what?? 🤷♀️
Facebook and Instagram have Insights built right into the platform that is a treasure trove of information IF you know what to look for. I know all that data can be overwhelming at first, so here are a few important basics to pay attention to:
Reach: The # of people who had any posts from your Page on their screen
Engagement: The # of times people have engaged with your posts through likes, comments, shares, and link clicks.
Page Views: The number of times a Page’s profile has been viewed
Deep inside that plethora of information are a few underestimated nuggets that I highly recommend checking out:
Responsiveness Rate: Customers WANT to communicate with brands through social media. Are you staying on top of your messages? Is there a ridiculously long response time when people try to reach you? Create a plan with whoever is in charge of managing social media to address response frequency and promptness to keep your response rate 100%.
Video Retention: We want you to post video, and we want you to post it often. But are your videos actually helping you? Check out your retention for each video (under Posts) to see average watch time and where, during the video, people drop off. This will help inform you of your best video length and what should be included.
Top Posts: You have content ideas right at your fingertips! Under Posts, scan through your posts and see what performed the best. Video? Images? Products? People? Take note of trends and build your content calendar using those themes. You already know they are working!
People: You probably have a good handle on what your Perfect Customer Group (PCG) looks like, but sometimes you’ll be surprised. Check out People to see detailed demographics about the people who follow and engage with you. Then tailor your content to speak directly to them.
Instagram Discovery: Instagram Insights, while similar to Facebook, have a few specific insights to look for such as Stories and Discovery. Discovery (found in individual post Insights) tell you exactly how people found you (from a hashtag?, the Explore tab?). Use this to help optimize your posts.
👉 Facebook: Click Insights at the top of your Business Page (if you don’ see “Insights,” click “More” and it will come up).
👉 Instagram: Go to your business profile, tap the menu icon, tap Insights
And please… Don’t feel the need to have a handle on everything at once. Start small and see what works for you. The info found in Insights can help you take your social strategy to a whole new level.