There’s a ton of data that Facebook Insights delivers which can be overwhelming when reporting on a pages success. This presentation focuses on some of the most important metrics, reviews community sentiment analysis, and provides you with a basic dashboard reporting layout.

1. FACEBOOK INSIGHTS 101

2. CONTENT
There’s a ton of data that Facebook Insights delivers which
can be overwhelming when reporting on a pages success.
This presentation focuses on some of the most important
metrics, reviews community sentiment analysis, and
provides you with a basic dashboard reporting layout.
To take it to the next level we suggest you start exploring
post and page exports.
We’ve updated this presentation to include the latest
Facebook insights update on 10/10/13.

3. ACCESSING
INSIGHTS

4. Click ‘Show’ to display the
full admin panel.
Then click on the ‘Insights’ section
to access Facebook Insights.

5. BENCHMARKING
KEY METRICS

6. INSIGHTS > OVERVIEW
TIP: Set yourself
targets and benchmarks
comparing your results to
above average and below
average periods. Use this
data to help drive
decisions about content
development.
Page Likes (measuring fan growth) , Post Reach (how often posts have
been seen) , and Engagement (likes, comments, shares and posts
clicks) can help to determine your post’s performance on Facebook.

7. UNDERSTAND
YOUR AUDIENCE

8. INSIGHTS > PEOPLE
TIP: Media drivers
significantly influence
your fan profile. This
needs to match your
brand’s target audience.
Facebook delivers a breakdown of a brand page’s target audience. This section also provides
additional information on the demographic of people who saw and engage with your posts. This data
can give you a better understanding of what your primary demographic looks like and which of them
engage with your content. From here, admins can review their total fanbase to ensure that their
content is right for their intended target audience.

9. FAN GROWTH

10. INSIGHTS > LIKES
Facebook provides you with a view of
total fan growth over time and daily
fan growth.
TIP: Review fan growth, content
posted, and media spend to see how
your community is impacted.

11. ANALYSING
FACEBOOK
CONTENT

12. INSIGHTS > POSTS
TIP: Consider
post types, calls to
action, and copy
when reviewing all
content against reach
and engagement.
Reviewing post performance is a great way to improve future content on a Facebook page. Facebook
Insights provides you with a dashboard to view all your top reaching posts and your most engaging
posts. In addition, the posts section provides you with information on when your fans are online to help
pages reach a wider number of people.

13. ANALYSING
COMMUNITY
SENTIMENT

14. MANUAL PROCESS OF REVIEWING FAN FEEDBACK
Positive: 80%
Positively engaged on
content published to the
page
Excitement from fans on
the campaigns and events
Neutral: 15%
Fans posted several
questions about the
recently announced
product
Reviewing comments and messages from fans provides a Facebook
page with an overview of how the community is responding to
content. Weighting consumer sentiment is a great way to get a full
view of the good, the bad, and the neutral (see example above).
Negative: 5%
A few complaints were
posted from fans
concerning product
ranges and variety
TIP: Define positive,
neutral, and negative posts so
ongoing analysis is comparative.

15. BUILDING A
REPORTING
DASHBOARD

16. Building a custom dashboard to present
results is a good way to share your Facebook
Insights within a company. It serves as a quick
and easy view of results and what is
recommended moving forward.
TIP: Define your reporting period
and be consistent to allow for accurate
comparisons. Consider monthly or
quarterly reports.

17. BASIC REPORT DASHBOARD LAYOUT
Community Sentiment
15%
Average Engagement/Reach Rate
Likes
5%
Positive
Neutral
Negative
80%
RESULTS
Provides a top line description of results pulled
from metrics measured for the report date range.
Engagement
Reach
1,064 (+1.5% )
10 (+1% )
319 (+9% )
Compared to previous report
RECOMMENDATIONS
Gives an overview of next steps
and based on the results.

18. THANK YOU
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19. CONTACT
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