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This is a guest post by the one and only Nonprofit Facebook Guy – John Haydon (also a good buddy of mine). Make sure to check out his blog http://www.johnhaydon.com

Facebook Pages include a reporting module called “Insights” which enables Page admins to understand how to better use their Page to market their cause and organization. Following are just some of the questions you can answer with these reports.

How active are Facebook users with our Page?

There are seven ways people can interact with your Page, which all effect your ability to show up in your fans news feeds. Consistently posting a variety of photos, videos and status updates directly effects how much Facebook users interact with your Page and it’s content.

Following are questions about those interactions which can be answered in the Users Reports:

  • How many Facebook users view my Page each day?
  • How many Facebook users (fans and non-fans interacted with my Page this month?
  • How many fans have commented on our Page updates?
  • What were the top three days for post comments within a specific time period?
  • How many of our fans return more than once to our Page?

 

How much do people “like” your Page?

There are few questions you’ll have around fan growth. Many of the answers to these questions are found in the “New Likes” and “Total Likes” in the Users Reports and numbered accordingly.

  • How many fans did we lose in this specific time period?
  • How many fans did we lose on this specific date?
  • Are we losing or gaining fans?
  • How many people have “liked” our Page?
  • How many people have “liked” our Page on this specific day?
  • How many people have “liked” our Page within a specific time period?
  • How many new fans did we get during this past month?

 

Where do our new fans come from?

The “Like Sources” report is especially important if your organization has invested in Facebook Sponsored Story Ads or have placed a LikeBox on your website.

  • How many fans have liked our Page through a Facebook Ad?
  • How many people have liked our Page through a Likebox?
  • How many fans have liked us from a Page suggestion?

 

How interesting is your content?

Once someone likes your Page, how do you keep them coming back? Understanding how to update your Page with content that gets likes and comments is a challenge for all nonprofits.

The Interactions reports will answer the following questions:

  • How many total post views did our content receive in this specific time period?
  • Are people viewing our content more or less than the previous 30 days?
  • How many likes did our content receive in this specific time period?
  • How many specific comments did our content receive in this specific time period?
  • How many people hid our Page stories from their news feed in this specific time period?
  • What were the top three most active days for comments?
  • What were the top three most active days for likes?
  • What were the top three most active days for unsubscribes?
  • Which posts received the highest interactions in this specific time period?

 

How much do your fans post on the Page?

In addition to liking and commenting on your Page stories, fans can also post photos, videos and updates directly on the wall (if you’ve turned this option off, rethink why). They can also post in the discussion board or write a review of your Page (if applicable).

The following questions can be answered by viewing the “Page Activity” graph within the Interactions Reports:

  • How many times did our Page get tagged in this specific time period?
  • How many times did fans post videos on our Page in this specific time period?
  • How many times did fans post updates on our Page in this specific time period?
  • Do our fans still use the discussion tabs?

 

What are our fan demographics?

Facebook Insights also include your traditional marketing fare like gender and age breakdown. Remember that age and location doesn’t necessarily mean that you have a social media savvy fanbase fans are (Baby Boomers are avid Facebook users too!).

The following questions can be answered by viewing the “Demographics” section within the User Reports:

  • What’s our ratio of Men to Women?
  • How old are most of our fans?
  • What countries do most of our fans live in?
  • What language to most of our fans speak?
  • What cities do most of our fans live in?

 

How do people find out about your Page?

Knowing what sites refer the most traffic to your Facebook Page will tell you instantly where you need to focus your resources.

Which external websites send us the most traffic? Is it your blog? Is it a partner website? You can also answer see what tabs fans view the most within the “Total Tab Views” report.

 

What types of media do fans prefer?

When developing and refining your content strategy, it’s always a good idea to know what kind of content fans prefer.

The Media Consumption graph within the User Reports will show you this data for whatever date range you select.

  • Do our fans like photos better than videos?
  • How many video views per week?

 

Now some questions for you:

What reports do you find most useful? How do you use this data to improve your decision making?

Comment below with your insights (pun intended):

ABOUT THE AUTHOR

Frank Barry, director of digital marketing at Blackbaud and blogger at npENGAGE, helps nonprofits use the Internet for digital communication, social media, and fundraising so they can focus changing the world. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

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