So you’ve taken the time to set up your parish Facebook Page. You’ve got some “likes” and are posting away. It’s been fun and exciting, and now you might be wondering what the “pay offs” are and how to actually gauge the performance. I was thinking this myself the other night. I’ve been very pleased with the performance of the page I began assisting with and some tweaks we made at our parish. I decided to click on that “Insights” link and really got an eye-opener. Here’s an example of what that looks like and is from my parish’s page which is relatively new:
Looks “pretty” right? And you are probably wondering what can you actually gather from this information. Let’s take a look:
- The first number that really stands out to me is the “Friends of Fans”. With just our page’s 213 people who have “Liked” the page, there is a potential to reach another whopping 57,414 people. Granted that would mean that every person who has liked the page would have to share the page/posts to every single one of the people in each of their contact list. Not very realistic, but what if only 1% did? That’s 574 additional people you can reach. What if 10% did? That’s a whopping 5,741 additional people you can reach! This speaks to the breadth of possible people you can reach through your existing fan base by motivating them to share the page and posts out. Are you thinking evangelizing opportunity? Well you should be, because that’s exactly what it is.
- The second is “Weekly Total Reach”. This is the number of unique people that have seen your content over the last week from sponsored stories, sharing, etc. This speaks a lot to relevancy of posts and the concept of engagement. Are you posting things that peak people’s interest?
- Then there is “People Talking About This”. This speaks to posts and response. Again this goes back to engagement. Are your posts peaking interest with people? A decline means you want to tweak your posts and the quality. It’s about finding out what peaks your visitors interest and information to maybe tweak the frequency of your posts.
- The last part here is the Line Graph comparing all three over that time period. The bottom of the graph show the frequency and number of posts each day. The lines above show your total reach and “people talking about”. These are great trends to look at because your posts should be generating increases in those two numbers. This is a great visual way to see what is working. For example, in the graph above we began organizing ad adding photos right before the 18th and afterwards as well as event focuses in the parish and we received a great response to that. This tells me that media attachment is what our visitors like.
Below is another parish that shared their stats with me. They’ve also been putting a huge focus on their page and have even run some focuses with “Facebook Check-ins” in their bulletin. Check out how amazing this looks:
This is great information Facebook provides to every Facebook Page. It’s great information that really is an eye-opener to the power of Facebook Pages for community engagement, evangelizing, and strategically managing your parish page. If you haven’t checked your “Insights” out recently, do so today. What are your page numbers saying to you?