- Introduction- Creating a Facebook Page for your Business- Maximizing Your Facebook Page- Creating a Facebook Group for your Business- Marketing on Facebook- Facebook Insights
Intersocial 4Introduction3 Ways Facebook Will Radically Change Your SME1. Instant Recognition. Facebook announced the Open Graph API, which willallow to integrate a variety of Facebook user data into their website – withoutrequiring users to be logged in to your site. This means that users will instantlyshare their Facebook data with your website site simply by visiting. Forexample, visitors could simply “like” a petition about an issue before congressinstead of having to ﬁll out a lengthy form.2. Personalized Recommendations. Facebook has released recommendationsPlugin, which allows you to automatically recommend content on your sitebased on what a visitor’s Facebook friends liked.3. Stronger Communities. Facebook release a Social Toolbar allowing visitorsto your website the ability to meet other people with similar interests, invitethem to be friends, view and comment on their walls and even chat live. Thiswill make it much easier for you to create a Facebook community space righton your website. The new Facebook Social Graph open API also means thatdevelopers all over the world will be creating new tools and plugins that youcan integrate in your website – for free.
Intersocial 6 Give people the power to share and make the world more open and connected
Intersocial 7Page or Group?Facebook provides Pages and Groups. But which one you are going touse to provide your business? Page – If you are a business/organisation/community you can set up a page and then be promoted through this. Pages are very versatile. Information and posts are public and generally available to everyone on Facebook. Anyone can like a Page to become connected with it and get News Feed updates about it, so whenever you publish a message on your page everyone connected with it are informed. You can also install applications on a page, such as Competitions, to help promote your events in an engaging and fun way. Group – This is a way of communicating with a select group of people in a private or open forum. Generally groups are set up to get discussions going around particular topics or areas of interest. What is different about groups is that you have more control over who can see your posts and also who can join the group.
Creating a Facebook Page for your Business Intersoc ial
Intersocial 10A Facebook page is an essential ingredient in your online marketingstrategy. It lets you interact with your customers in a two-wayconversation as well as allowing you to: Track your Fans as they grow Send official updates to your Fan base View your Page Stats to analyze traffic
Intersocial 11STEPS TO CREATING A FACEBOOK PAGEStep 1: You must have a Facebook Account beforesetting up a page.Go to Facebook.com to set up your personal account ifyou do not already have one.Log in to your Facebook Account.
Intersocial 12Step 2: Click the link below to ‘Create a New Page’:http://www.facebook.com/pages/create.php
Intersocial 13 Select appropriate category, typically ‘Local Business or Place’ Then fill in your information
Intersocial 14Step 3:This will bring you to ‘Set up’ page with step by step instructions:
Intersocial 15Step 4: Edit your PageClick the ‘Add Information About…’ link at left.
Intersocial 16Use a your official Logo or a nice photo, for your Cover Picture tohelp brand the page. Click to ‘Add a Cover’ button at right.
Intersocial 18From ‘Admin Panel’ click to ‘Edit page’ button and select ‘UpdateInfo’ to finish adding important information about your business. Be sure to ‘Like’ your own page!
Intersocial 19 Step 5: Add Interesting Content to Your Page TimelineUploads Photos, Videos and Make your first ‘Welcome’ Post.a) Photos: Click on the ‘Photo/Video’ link in your Timeline, then choose the way you want toupload your photos. TIP: Organize photos into albums based on themes, e.g.Music, Factory, etc. To do this, click on ‘Create photo album’ and upload photos.b) Videos: Click on the ‘Photo/Video’ link in your Timeline, then add a video.c) Posts: Click on the ‘Status’ link in your Timeline to enter your first welcome comment.d) Events/Milestone/Questions: Add upcoming Events, Milestone and Questions
Intersocial 20Creating an EventAs the Event gets closer, you can send out reminder updates.
Intersocial 22Step 6: Invite Friends to Like Your Page
Intersocial 23MANAGING YOUR FACEBOOK PAGEHere are a few tips for managing your Facebook page: Post to your Facebook page on a regular basis, typically at least once a week. Make the posts interesting and relevant. Discuss current events, interesting news items, recent awards, etc. Add a link to your website to drive traffic there. Upload new photos frequently, or as a weekly post. Once your Page achieves 100 Likes, obtain a ‘username’ e.g., ww.facebook.com/MyCompanyName Use your Page to promote Specials, Offers, Events, etc. Use the ‘Send an Update to Fans’ feature to let your fans know about specials events or deals, etc. Link to your Twitter page Encourage your guests to become Fans of your page – this is your target market! The default Timeline Settings allow Fans to post Photos, Videos and Links. If you want to prevent fans from doing so, change the settings in the ‘Manage Permissions’ section under the Edit Page button.There is much more you can do with your Facebook page, but this will get you started.
Intersocial 263 Easy Steps 1 Start the conversation 2 Expand your fan base 3 Analyze and optimize
Intersocial 27 1 Start the conversation Set your strategy Your Facebook business Page really comes to life when you • Know your business engage your fans, and it’s What is your unique voice? How can youABOUT US important to remember thatBerris is a small family business that produces bring your brand story to life in aunique traditional cookies. many relationships begin compelling, authentic and personal way? when your posts areOUR BRAND published to your fans’ NewsWe offer the very best quality locally sourced • Know your customers Feeds. Here are some tips forproducts and we take great pride in our Who are they? How will they want topersonal relationships with both our getting started: connect with your brand? What contentcustomers and our purveyors. We’re reallypassionate about great food, and we LOVE to will be important to them and what willshare our discoveries. Our brand voice? engage them?Warm, genuine and inclusive.OUR CUSTOMERS • Know your goalsLiving in in the north-west of Greece, in the What kind of relationship do you wantregion of Epirus, at Ioannina city, men and to have with your customers? In additionwomen 18-54, urban, social, love exploring to building your brand, do you also wanttheir city and supporting small localbusinesses. to use Facebook to drive immediate sales or in-store traffic? Defining andOUR GOALS prioritizing your goals will help youWe want to build connections and engage ourcustomers on our Facebook Page, and inspire create your Page posting strategy.them to shop our cookies at least two timesper week.
Intersocial 28Follow best practices for posting We’re an urban grocery store that serves lots of busy professionalsFind the right rhythm who shop very frequently forNobody knows your customers like you food, so it’s ok to post to our fansdo, so decide how often they’ll want to every day with interesting contenthear from you and what content will best about our specials and featuredengage them. menu items. I check my Facebook Page for five minutes right before I open each morning and just after we close. Schedule time for Facebook That way, I can respond to any Set aside 5-10 minutes each urgent comments or questions very day to monitor your Page and quickly. People really appreciate it! post updates. Keep it human Be conversational, personal and authentic. Share video and photos of your business, your community and your customers.
Intersocial 29Share news and exclusivecontentFans love “sneak-peeks” aboutnew products and news. Youshould also postphotos, videos, recipes andanything else that gets peopletalking. Encourage fan participation Create fun, engaging conversations with clear calls-to-action. Ask questions and reward responses. If someone posts something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and compliments.
Intersocial 30 Reward your fans Handling negative feedback Post special offers just for your Facebook fans, like When you engage your fans in a genuine dialogue, discount codes and exclusives on new products. transparency is very important. Remember this is a Offer a special code and/or create a Facebook conversation, so listen and respond, and address Check-in Deal that can only be redeemed in your negative feedback honestly and openly. store. Tip Get updates on your page’s activity Stay connected to your Page with on-site notifications and emails of fan activity. To customize your settings, visit your page, click the “Edit Page” button in the top right corner, and select “Your Settings” from the left column menu. Develop a conversational calendar Begin building your connections Create a schedule and a regular rhythm - Start with who you know for your postings and consider posting at Use your existing email lists, direct mail and personal specific times when engagement is contacts to promote your Page and begin building highest. You can also create weekly your fan base. Ask your contacts to like your Facebook features that encourage participation. Page to stay connected to your business for updates. (See the sample conversational - Leverage your existing marketing calendars at the end of this guide.) Add a Facebook logo with a call to action on your in- store signs, newsletters, emails, fliers, menus and business cards. Install social plug-ins which are buttons you can place on your website to encourage interactions and Page likes
Intersocial 31 TipKeep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update yourbusiness page when you’re away from your computer.
Intersocial 32 2 Expand Your Fan BaseEncourage visitors to like your PageEncourage visitors to like your Page by working with a Partner with other brands or localdeveloper to create a special landing page tab. organizations Partner with other brands or local organizations to create co-promotions and encourage viral sharing with incentives.Expand the reach of your postsWhen you mention a person or organization you are connectedto in a post on Facebook, type the @ symbol, begin typing thename, and then choose them from the dropdown menu. Yourpost will automatically post to their Wall.
Intersocial 33Use social plug-Ins on your website Encourage physical check-ins at your businessInstall a Like box on your homepage and a When people check-in at your business, thelink on your newsletters and emails to drive post will appear in their friends’ News Feedspeople to your Facebook Page. and provide additional exposure for your business. Promote with ads and Sponsored Stories Facebook Ads are the best way to build awareness of your Page and drive new fans. Sponsored Stories harness the power of recommendations, and they’re a great way to spread your content further. Stories are served to friends of those who have liked your Page or your content.
Intersocial 34 3 Analyze and OptimizeFacebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor keymetrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans andincrease interactions. Download the Facebook Insights Guide for an in-depth look at how to use the free toolsavailable to you on Facebook.
Creating a Facebook Group for your Business Intersoc ial
Intersocial 36When you set up a Facebook Page for your business, you mightwant to start your own Group to support that business. Creatinga Group is actually quite simple, and a group contains elementsthat are similar to those on a Facebook Page.
Intersocial 37STEPS TO CREATING A FACEBOOK PAGEStep 1: (Optional) Search for the name of the groupyou want to start by entering it in the Search text boxat the top of the page.You may want to know whether any existing groups or Pages have that samename. Having a name that’s never been used on Facebook isn’t required, but aunique name helps you distinguish yourself.
Intersocial 38Step 2: Click the Create Group tab in the navigationbar on the left.The Create Group dialog box appears
Intersocial 39Step 3: Select a Group Icon from the drop-down list.This list appears to the right of Group Name and can help specify the type ofgroup you have. For example, if you had an animal-related group, you maywant to select the paw print or the dog bone icon.Step 4: In the Group Name text box, plug in the nameyou want to use.If you did the search for your name and didn’t find any already-existinggroups, enter that name.Step 5: In the Members text box, start typing a name.Facebook brings up your friends’ names that match what you enter.
Intersocial 40Step 6: Select the name of the friend you want to invite.You want the people you enter in this text box to become members of your group.Step 7: Repeat Steps 5 and 6 for each person you want toinvite.Your group can have as many members as you want.Step 8: Select an option from the Privacy drop-down list.Your group can be Open, Closed, or Hidden. Open groups can be found by anyone on Facebook when doing a search. Anyone can join the group and anyone can see the Wall, discussion board, videos, and photos in it. Closed groups require approval by the group admin to join them. Anyone can see the basic group description information, but only members can see the Wall, discussion board, videos, and photos in it. Hidden groups can’t be found by using a search or even in member profiles; they truly are secret. Membership is by invitation only; therefore, only members can see the Wall, discussion board, videos, and photos in it.
Intersocial 41Step 9: Click the Create button.Congratulations! You’ve created your first group!Step 10: Click the Edit Group button on the right side ofthe page under View Photos.The basic information you provided appears on the Edit Group page, but thistime, you can set up a group e-mail address.
Intersocial 42Step 11: Click the Set Up Group Email button.On the Set Up Group Email dialog box that appears, you can choose apersonalized e-mail address. All group e-mail address email@example.com. You have only 50 characters to work with, so choosewisely!
Intersocial 43Step 12: Enter an e-mail address and then click theCreate Email button.The Basic Information page reappears.Step 13: Click the Save Changes button to finish.You’ve created your group, as well as an e-mail address associated with it.
Intersocial 44USEFUL TIPSFacebook FriendsTo attract an initial targeted base of users associated yourgroup, invite any existing friends that you might have that youthink may find the group interesting. This presents anopportunity for the group to go viral as these initial friends canbecome your champions and start sharing with their friends.Interesting ContentIf you want users to be continually engaged with the group andshare it, you need to be updating it with fresh and excitingcontent all the time. Photos of employees at recent conferenceor comments about industry news are always a winner.
Intersocial 46Five guiding principles Build a strategy that is social by design • Social should be baked into everything you do, not added at • Facebook should be integrated with your broader marketing the end of a campaign or done efforts and part of how you reach on the side your business objectives Create an authentic brand voice • People on Facebook are clear and open about who they are - be the • Facebook is an ideal place to bring your brand personality to life same by providing straightforward through an authentic and information about your business consistent voice Make it interactive • People spend time on Facebook communicating and sharing with • Think about the aspects of your brand that are inherently social others, so always engage in two- and create content that people will way conversations be excited to pass along Nurture your relationships • Just like in the real world, building relationships with people on • Keep content fresh and easy to consume, use ads to stay in Facebook takes time and requires touch, and reward people for their a long-term investment loyalty through Deals and promotions Keep learning • Facebook allows you to get feedback from people in real time, • Use reporting tools to learn about your fans and the content and giving you the ability to iterate on products they find most interesting the fly
Intersocial 47Facebook by Objective Foster product development and innovation Generate awareness Drive preference and differentiation Increase traffic and sales Build loyalty and deepen relationships Amplify recommendation and word of mouth Gain insights
Intersocial 48Foster product development and innovationFacebook allows you to learn about your target audience and to understand their interests and friends. Forthis reason, Facebook can be used to generate new product ideas and innovations. Our platform tools allowyou to build entirely new social product experiences like an online store that displays only your friends’favorite products, or a car in which you can access your News Feed. You can also enlist your Facebookcommunity to help crowd-source your next product idea. 5 steps to foster product development and innovation1 2 3 4 5Run a creative campaign Drive awareness of and Identify and refine your Build a social product Be present and activeto solicit input for your participation in the target audience with experience by using the on your Facebooknew product campaign by promoting it Campaign Reporting and Graph API and Social Page throughout thea. Run a contest or event across your marketing Page Insights Plugins product developmentto gather input on channels a. Optimize your Facebook a. Enable people to like cycleFacebook by building an a. Run a Facebook Ads campaigns by testing which individual products and a. Use publishing andapplication to gather campaign that includes audiences are more content across the web Facebook Questions tosubmissions Sponsored Stories for App responsive to different with the Graph API get feedback, iterateb. Have the community Used creative b. Use Social Plugins like the and generate futurevote and provide b. Promote the campaign b. Use this information to Activity product and marketingincentives for in your other marketing direct future marketing Feed, Recommendations, C ideasparticipation channels such as efforts omments and Live Stream TV, email, print or on your to make experiences off of website Facebook social
Intersocial 49 Generate awareness Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate awareness of your Page, latest product, or current marketing effort. To do this, you can leverage Facebook’s tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. These products offer the benefits of earned at the scale and predictability of paid. That’s because they are shown with stories about friends who have already engaged with your business on Facebook. This is the new word of mouth and it’s twice as effective at driving awareness. 5 steps to generate awareness 1 2 3 4 5Create a Facebook Ads Integrate Social Plugins Post interesting content Run Sponsored Stories to Use Facebook’s uniquecampaign that encourages and the Graph with clear calls to action promote people’s actions reach and targetingpeople to take an action API, such as the Like that encourage interaction from the News Feed to capabilities to optimizethat will be seen by their Button, into your and sharing the right column of their and iterate on yourfriends website and mobile a. Applications on Facebook friends’ screen campaignsa. Keep ad destinations on experiences can be used to build viral a. Sponsored Stories for a. Try different targetingFacebook a. This allows the awareness campaigns App Used allow you to techniques: Likes andb. Encourage liking to build actions people take off b. Promote launches or amplify every time Interests, Friends ofconnections and make of Facebook to show up promotions with Deals or someone interacts with Connections andfuture campaigns more in the News Feed and Events on Facebook your app standard demographiceffective be amplified through b. Sponsored Stories for b. To maximize messagec. Keep text Sponsored Stories Page Posts can be used to recall, test differentsimple, highlight special ensure your fans see your creative for each targetoffers, tell users what to posts groupexpect, have a strong call to
Intersocial 50 Drive preference and differentiation Facebook is a great place to build preference and differentiation for your brand over competitors. On Facebook, people discover your brand through trusted referrals from their friends. Then drive preference by interacting with and rewarding your fans. Think of your Facebook Page as a key touch point that you can leverage to bring your brand to life for your customers in real time. 5 steps to drive preference and differentiation1Understand what people 2 Define the gap 3 Launch an integrated brand- 4 Think about how to 5 Check in with your customerscurrently think of your between your building campaign to drive integrate Facebook into to understand what isbusiness and why they current perception preference and your products, website or resonating and whether youthink it is unique and and your brand’s differentiation mobile apps to make them have been successfulrelevant desired perception a. Create a campaign that more personal and unique a. Monitor your Wall and usea. Listen to what people or point of supports your desired a. Use the Graph API to Page Insights to see what’sare saying about your differentiation perception across your typical enable people to shop based workingbusiness on your Page channels on what their friends like b. Run a Nielsen Brand Effectsand use Questions to (TV, print, radio, Facebook, etc b. Use Social Plugins to study (where available) to asksurvey them .) create a social experience for questions or run polls tob. Use Page Insights to b. Create Facebook Ads and people engaging with your understand how perceptionsunderstand what they Sponsored Stories with brand changed post-campaignare interested in Friends of Connections c. Use Apps on Facebook to c. Use your own brand targeting to show people how bring your brand to life on tracking measurement tools their friends have already your Page
Intersocial 51 Increase traffic and sales Facebook turns purchasing into a social decision by enabling people to show what they like and have purchased, both online and in the physical world. On Facebook, you can create viral promotional events, publicize offers or run Deals. Every time someone RSVPs, clicks, or checks-in, that action gets shared with all of their friends. This combination of word of mouth and your ability to deepen engagement with your customers at the point of purchase (either on your website or in store) is incredibly powerful at driving traffic and sales. 5 steps to increase traffic and sales 1Decide on a sales goal 2 Run a creative campaign 3 Create a social experience at 4 Drive people to point of 5 Drive people to point ofand the promotional to share that promotion the point of purchase purchase online purchase off-lineactivities that will help through Facebook Ads a. Use the Graph API to allow a. Use Facebook Ads with a. Make sure your Page isyou get there and Page publishing people to like specific offers that take people to the connected to a geographic a. Consider using an products point of purchase – be Place application or exclusive b. Integrate post purchase transparent that clicking the b. Use Deals and Premium tab to create a sharing so that once a user has ad will take you off Facebook Event Ads to drive people in promotion that requires checked out, they have the b. Every time someone likes store people to like your Page option to publish to their Wall a product on your c. Run Sponsored Stories for or share the content c. Create Deals to drive people website, boost the story with Place Check-ins to amplify b. Use Sponsored Stories in store and have them check Sponsored Stories for word of mouth to ensure the friends of in so the action gets published Domains someone who interacts back to their friends with your campaign, see that action
Intersocial 52Build loyalty and deepen relationshipsFacebook is fundamentally about relationships. The people who like your Page are saying that they want arelationship with you. This connection allows you to build and deepen relationships with your most loyalcustomers and allows them to spread the word about your brand to their friends. Because of the informationpeople share about themselves on Facebook, you can create highly custom and personalized experiences to driveengagement and loyalty over time. 5 steps to build loyalty and deepen relationships 1 2 3 4 5 Develop an authentic Ask questions, listen and Use the Graph API and Let your fans know they areRemind people that you personality and voice be responsive, take part in Social Plugins to create special and reward them forare on Facebook and there a. Create a publishing a two-way conversation more personalized and their relationshipto communicate with them calendar a. Use Facebook Questions relevant online a. Thank them for theira. Promote your Facebook b. Post stories that to drive engagement and experiences to build engagementPage in offline marketing people care about, ask learn loyalty b. Run Deals and specialcollateral questions and b. Appoint someone on promotions to your Facebookb. Integrate Facebook into encourage participation your team to monitor your communityyour website with Graph c. Publish in the early Page daily and interact with c. Provide them with exclusiveAPI to make sure your morning or late evening people in an authentic way information, updates, andcustomers are part of your eventsFacebook communityc. Use Facebook Ads andSponsored Stories to staytop of mind
Intersocial 53Amplify recommendation and word of mouthEverything you do on Facebook is viral because all actions are published into the News Feed and are lasting.People expect to discover things on Facebook through their friends. Rather than thinking of drivingrecommendation as an independent objective, sharing should be built into all of your Facebook activities andcampaigns. Here are some of the Facebook tools that help amplify word of mouth and recommendation. 5 steps to amplify recommendation and word of mouth 1 2 3 4 5 Create great content Integrate Social Plugins Use Facebook Ads and Learn and iterateEncourage people to like that encourages and the Graph API with Sponsored Stories to a. Use Page Insights toyour Page sharing and keep it the Like Button on all of create word of mouth determine the content peoplea. This opens the fresh your online properties at scale are most excited aboutcommunication channels a. Post video content to and at any point of a. These products allow engaging with and sharingbetween you and your stimulate sharing purchase you to show your b. Use Campaign Reporting tocustomers b. Use a publishing a. This creates more brand’s message to your determine what type ofb. It also creates an calendar that includes opportunities for actions target audience with creative and targeting givesassociation between your exciting product that will be published stories about their you the best resultsbrand and that individual announcements and into the News Feed and friends who have promotions content that can be used already engaged with c. Be active in two-way in Sponsored Stories your business conversations
Intersocial 54Gain insightsFacebook allows you to learn about your customers both by observing their actions and by engaging with themdirectly. It is a great place to learn who your customers are and what they think about you. Facebook makes iteasy to incorporate your customers into your product development cycle and marketing campaigns and iteratequickly. You can do all of this in real-time, globally. When used actively, these insights can help improve yourbusiness by helping you stay aligned with the people you serve. 5 steps to gain insights 1 2 3 4 5 Learn from Page Learn from the two-way Learn by integrating Use advanced campaignUse Campaign Reports for Insights conversations that occur Facebook login and API metricsyour advertising campaigns a. See the demographic on your Page with your online a. When you run largeand Sponsored Stories breakdown of who is a. Watch, listen and measurement tools advertising campaigns, usea. By testing different interacting with your respond when you use a. Track individual Nielsen Brand Effects studiestargeting options, you can Page and what they are Facebook behavior, engagement (where available) to track thelearn more about your interested in Questions, Apps on and purchasing effectiveness of youraudience Facebook or publish campaign on brand building objectives
Intersocial 56Getting StartedTo see metrics on your Facebook Page, go to the Insights dashboard(http://www.facebook.com/insights) or through Admin Panel click Insights.Only Page admins, application owners, and domain admins can view Insightsdata for the properties they own or administer.On this dashboard, you’ll be able to see basic metrics for all of your Pages: Likes Interactions Monthly Active Users: The number Daily Post Views: The number of of people who have interacted with or times people (fans and non-fans) have viewed your Page or its posts in the last viewed a story posted by your Page 30 days. This includes interactions from during the last complete day for which fans and nonfans. the data was gathered. Daily New Likes: The number of new Daily Post Feedback: The number of Likes that your Page received during the likes and comments made on stories last complete day for which the data posted by your Page during the last was gathered. complete day for which the data was gathered.
Intersocial 59You can review your Insights data through the dashboard, or export it using the ‘Export’ button in thetop right corner.If you decide to export it, a dialog box will allow you to specify: The date range for which you want to see data about your Page; Whether you would like to get the data as as an Excel file or as a CSV (comma separated values) file; The type of data you want to see: select “Page level data” for aggregated data about your Page, and “Post level data” for data on each of your Page posts.The “Key metrics” tab of the Excel file contains all the high level metrics across time. All other individualtabs show you a breakdown of these high level metrics. Please note that while the number ofimpressions that your Page or posts got is not available in the Page insights dashboard, it is available inthe “Export” file.
Intersocial 60Understand the overall performance of your PageThe four metrics at the top of your Insights tab allow you to quickly understand the size and engagement ofyour audience.Because friends of fans represent a much larger set of consumers than fans alone and are much more likelythan the average consumer to visit a store, website, and even purchase a product or service, you can see notonly how many fans you have (Total Likes) but also how many friends your fans have (Friends of Fans).Friends of fans represent the total number of people you could potentially reach if all of your fans weretalking about your business to their friends.The next metric, “People Talking About This”, indicates how many people are actually talking about yourbusiness to their friends. This metric includes everyone who: Liked your Page Liked, commented on, or shared your Page post Answered a Question you’ve asked Responded to your event Mentioned your Page Tagged your Page in a photo Checked in or recommended your PlaceGetting more people to talk about your business allows you to reach more people. You can see howmany people your Page is reaching by looking at the “Total Reach” metric.Total Likes and People Talking About This are visible to anyone visiting any Page. As a result, peoplewho visit your Page can look at these two metrics to understand how popular, active and engaging yourPage is.
Intersocial 61 People talking about this: Friends of fans: The number of unique The number of unique people who have created people who are friends a story about your Page in with your fans, including the last seven days. your current fans. Total reach: The number of unique people who have seen any content associated with your Page (including any adverts or sponsored stories pointing to your Page) Total likes: in the last seven days.The number ofunique people Total Reach: The number of unique people who have seen any content who like your associated with your Page (including any Ads or Sponsored Stories pointing Page. to your Page) in the 7 days leading up to each date shown on the chart. People Talking About This: TheNumber of posts: The number of unique people whosize of the bubbles have created a story about yourrepresents the number Page in the 7 days leading up toof posts your Page each date shown on the chart.published each day.
Intersocial 62 Optimize how you publish to your audienceYour ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience willengage and share your content with friends. Now you can use Page Insights to better understand what your audiencewants to hear about. This section of Insights gives you deep analytics on every single one of your Page posts, so thatyou can understand at a granular level how many people your post reached, how many people engaged with it, andhow many people talked about it with their friends. The “virility” column will also allow you to compare your differentposts by showing the % of people who talked about your post to their friends after seeing it. Date: The day this Post: An extract from your Reach: The number of Engaged Users: The number of post was published, in post. Click on the text to unique people who unique people who have clicked Pacific Standard Time. see the full version. have seen your post. anywhere on your post. Talking About This: The number of unique Virility: The number of unique people who have people who have created a story from your Post. created a story from your Page Post as a Stories include: percentage of the number of unique people • Liking, commenting on or sharing your post who’ve seen it. • Answering a Question • Responding to an eventBased on this data, you should try to identify which types of posts are most effective at helping you reach yourobjectives. Do your fans respond better to videos than pictures? Do they always seem to engage more when you talkabout a specific theme? Do they tend to “like” more when you post a picture and “comment” more when you askthem a question? And we’ve made it easy for you to see the posts to see which ones generate the mostreach, engaged users or people talking about this. You can sort all posts by clicking on the title of each column.
Intersocial 63 Each of the columns of the list of posts gives you a different perspective on the success of your publishing strategy, depending on your objectives. For example, if you are a movie studio and want to drive awareness of a new movie, you will mostly focus on “reach” and “engaged users” to understand how many people your trailer reached and how many watched it. However, if you are an automotive company asking people about their favorite feature in your latest car, you will likely look at the “People Talking About This” column to assess success.By clicking on any data point in this list of posts, you can see more details such as the full text of the post, or thedifferent types of engagement and stories this post generated.The Reach graph allows you to understand by which channel (organic, paid or viral) your post reached its audience.Please note that, since people might have seen your post through several channels, the sum of organic, paid and viralreach might be larger than your total post reach. Organic: The number of unique people, fans or nonfans, who saw this post in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw this post from a sponsored product, such as a Page Post Ad or Sponsored Stories. Viral: The number of unique people who saw this post from a story published by a friend. These stories can include liking, commenting or sharing your post, answering a Question or RSVP-ing to an event.
Intersocial 64The Engaged Users graph allows you to understand the different types of engagements your post generated.Anyone clicking anywhere on your post is considered an “Engaged User.” The types of engagement you can findin the pie chart include all the different ways people can consume your post (clicking on a link, viewing apicture, watching a video...), spread it to friends (by liking it, commenting on it, answering a Question, RSVP-ingto an event, etc...) or simply click on some other area of your post (“Other Clicks”). Video plays: The number of times the play button of your video was clicked on. Photo views: The number of times your photo was viewed in its full size. Link clicks: The number of time the link included in your post was clicked on. Other clicks: The number of clicks on your post that are not counted in other metrics. These clicks can include clicks on people’s names in comments, clicks on the like count, clicks on the time stamp, etc. Stories generated: The number of stories that were created from your post. Stories include liking, commenting on or sharing your post, answering a Question or RSVP-ing to an event.The Talking About This graph shows all the different types of stories that your post generated. Please notethat, since People Talking About This are a subset of Engaged Users, this graph offers a more granularbreakdown of the “stories generated” section of the “Engaged Users” pie chart. Likes: The number of likes on your post. Shares: The number of times your post was shared. Comments: The number of comments on your post. Event RSVPs: The number of times people responded to your event. Questions answered: The number of times your question was answered.
Intersocial 65Learn more about your audienceUnderstanding who your audience is and how you’re reaching it is key to optimizingyour Page strategy. This information helps you publish content that people will want tosee, engage with and talk about to their friends. For example, if you discover that themajority of people who like your Page are men 18 to 24, you might decide to adaptthe content you publish to fit with the interests of these young men.By clicking on the Fans, Reach, and Talking About This tabs on the left-hand side ofyour Page, you can learn more about:• Who your fans, the people you reached with your messages, and the people who talk about your Page are• How you acquired, reached or engaged themYou can specify the date range for which you want to see data by selecting dates fromthe date selector at the top of each tab.
Intersocial 66Fans TabThe Fans tab helps you understand who your fans are and how you acquired them. Gender and Age: The percentage of people who liked your Page for each age and gender bracket as of the last day of your selected date range. This is based Countries: The on the data number of people enter people who liked in their your Page as of profile. the last day of your selected date Languages: The number of people range, broken who liked your Page as of the last down by country. day of your selected date range, This is based on Cities: The number of people who broken down by language. This the user’s IP liked your Page as of the last day of is based on the user’s default address. your selected date range, broken language setting. down by city. This is based on the user’s IP address.
Intersocial 67 New Likes: The total number of unique people who have liked your Page each day during your selected date range. Unlikes: The total number of unique people who have unliked your Page each day during your selected date range.Like Sources: The number of times your Page was liked, broken down bywhere the Like happened (on your Page, from News Feed, on yourwebsite, etc.), during your selected date range.New User Wizzard: People who liked your Page in the New User Facebook Recommendations: People who liked your page fromWizard when registering for Facebook. Facebook “Recommended Pages”.Admin Registration: People you added to your Page as admins. Mobile: People who liked your Page from a mobile device.Admin Registration: People you added to your Page as admins. Third party applications: People who liked your Page via anAdmin invite: People who liked your Page through an invite from application developed by a third party.an admin. Page Likes Another Page: Pages that have liked your Page.On Page, News Feed, or Ticker: People who liked your Page on Timeline Edit: People who added your page to their Likes onthe Page itself or in a News Feed or Ticker story. their Timeline.Ads and Sponsored Stories: People who clicked “Like” in an ad or Page Browser: People who liked your Page using Facebook’sSponsored Story pointing to your Page. This does not include Page Browser.view-through or click-through Likes that occurred after people Like box or Like button: People who liked your Pageviewed your ad. from an external site using a Facebook social plugin.
Intersocial 68 Reach tab The Reach tab helps you understand who the people you are reaching are and how you managed to reach them. Gender and Age: The percentage of people who saw any content about your Page in the last seven days for each age and gender bracket, as of the last day of your selected date range. This is based on the data people enter in their profile. Languages: The number of people who saw any content about your Page, in the last seven days, broken down by language, as of the last day of your selected date range. ThisCountries: The number of people Cities: The number of people who is based on the user’s defaultwho saw any content about your saw any content about your language setting.Page in the last seven days, broken Page, in the last sevendown by country, as of the last day days, broken down by city, as ofof your selected date range. This is the last day of your selected datebased on the user’s IP address. range. This is based on the user’s
Intersocial 69Reach graph: This graph shows how many people have seen any content about your Page and whether thesepeople were reached through an organic, paid or viral channel. People might see your content through more thanone of these channels, so the sum of your organic, paid and viral reach might be larger than your total Page reach. Organic: The number of unique people, fans or nonfans, who saw any content about your Page in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw an ad or Sponsored Story that pointed to your Page. Viral: The number of unique people who saw this post from a story published by a friend.Frequency graph: This graph shows the number of people whohave seen content about your Page in the last 7 days, broken downby the number of times they saw it during that time. For example, you can see on this graph that about 5,000,000 people were exposed to any content about your Page once, and about 2,000,000 people were exposed to it twice.
Intersocial 70 Page Views: The number of times your Page was viewed on each day during your selected date range. Unique Visitors: The number of unique people who visited your Page on each day during your selected date range. Total Tab Views: The number of times each of your Page tabs were viewed during your selected date range. External Referrers: The number of times people arrived on your Page from a URL that is not part of facebook.com, during your selected date range.How to interpret the demographic data across several tabsWhile you might see in the Fans tab that your fan base is mostly comprised of women between 35 and 44, youmight realize by looking at the “Talking about this” tab that the people who are talking about your business totheir friends are actually mostly women between 18 and 24.If your current content is geared towards an older audience, you might consider posting more content thatresonates with a younger audience since these younger women seem more likely to spread the word to friends.Or if your current content is geared towards younger women, then you might consider posting content thatresonates better with a 35 to 44 years old women audience to get these older women to start talking about you.
Intersocial 71 Talking About This tab The Talking About This tab helps you understand who the people talking about your Page are, and the types of stories they’re telling friends about your business. Gender and Age: The percentage of people who talked about your Page in the last 7 days for each age and gender bracket as of the last day of your selected date range. This is based on the data people enter in their profile.Countries: The number of people Languages: The number of people Demographic data for People Talkingwho talked about your Page in the who talked about your Page in the last About This is only available when morelast 7 days as of the last day of your 7 days as of the last day of your than 30 people were talking about thisselected date range, broken down selected date range, broken down by Page in the 7 days preceding the last day ofby country. This is based on the language. This is based on the user’s your selected date range.user’s IP address. default language setting.
Intersocial 72 Talking About This: The number of Viral Reach: The number of unique people who unique people who have created a story saw a story published by a friend about your about your Page in the last 7 days, for Page in the last 7 days, for each day during your each day during your selected date range. selected date range. You can further refine the data shown in both of these graphs by selecting a specific type of content from the drop-down menu.
Intersocial 73Focus on engaging your audienceThe best way to get your audience to engage with your content and share itwith friends is to understand deeply what the people you’re reaching careabout. Page Insights gives you the data you need to gather these consumerinsights.You should visit Page Insights on a regular basis to track which of your postsresonated with your audience and generated the most engagement so youcan post more of this type of content.
Building Your Business with Facebook PagesBest Practice Guide Marketing on FacebookFacebook Page InsightsHubSpot, How to Use Facebook for Business: An Introductory GuideJohn Haydon, The Complete Facebook Guide For Small Non- ProfitsDMOD LaboratoryΑρχοντικό ΒογιάρουΜπερρής Α.Ε. – Berris S.A.