Analyzing Content Marketing with Facebook Insights
Using social media to market your business is a great way to make your online marketing campaigns go viral. When you use social media platforms like Facebook, you get the additional benefit of immediate access to Insights where you can track the effectiveness of each post. Facebook Insights makes it easy to analyze the performance of your content marketing in real time. So much so that I find myself drawn to look on a constant basis. This is your best source to determine which type of content your audience engages with the most and which to promote. As a rule, I consider a post engaging enough to promote (or continue a promotion) if it is getting 4% – 5% Virality. Virality: This refers to the percentage of people who have created a story (liked, commented on or shared) from your post out of the total number of unique people who have seen it. Let’s take a look at each of the different metrics: Reach Total Reach: The number of unique people who have seen your post Organic: The number of unique people who have seen your post in their News Feed or on your Facebook Page. This includes people who have Liked your page and those that haven’t Paid: The number of unique people who have seen your post through a paid channel such as a Promoted Post or Promoted Page Post Viral: The number of unique people who have seen your post because one of their friends interacted with it by liking it, commenting on it or sharing it Engaged Users Engaged users are the number of unique users who have clicked on your post. Depending on your post type, you can see a complete breakdown of the type of clicks: Talking About This Talking About This refers to the number of unique people who have created a story (liked, shared or commented on) from your post. This number is very important in determining the performance of your post: The higher the number of people talking about your post, the more engaged they are with it, and the more they are engaged with your brand.
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