Facebook has provided analytics for all page owners. However, you might find that a lot of their analysis is not necessarily all that informative. Yes, it will give you an overview of your activity. Overall how much activity was on your page? How is your engagement from last week to this week?
Superficially this provides you with great information. But this report is better at pointing out what you don’t know than what you do.
What you don’t know
- What specific posts are people responding to
- How your fans are responding
- Whether responses are positive or negative
- If is it always the same 2 people
- If you have a troll
- If people are sharing your content
- If you are being tagged in posts
This is all just focused on a fan page. The questions get much bigger if you use a profile in combination with a fan page. However, there is good news for fan page owners.
Facebook is making more detailed analytics available to all page owners. Last January Facebook made per post analytics available to pages with 10,000 + fans. This analysis looked at the influence and reach of a specific post. Though the analysis is relatively basic, it is still very valuable information.
- Impression Count: This is how many times your post has appeared in a browser. This includes newsfeeds, widgets, pages and posts showing up below the fold, which means a post showing up in the newsfeed below the primary viewing area, so you would have to scroll down to actually see it. The impression count is useful because it shows how many people may have seen your post. But just because it is visible does not mean that it was actually seen or responded to.
- Feedback measurement: The percent of your fans that interacted with your post, in the forms of comments or clicks. It does not give information about video plays or click-through. The formula is based on the number of comments and likes divided by the impressions. This will result in a fairly low percentage, because the potential for impressions is huge. A more accurate feedback measurement would be comments and likes divided by the number of fans you have. Then you could see how many of your fans are interacting with your post.
This analysis is now available to all page owners. This will help owners understand the extent of their reach and will give good information for engagement levels. A thorough analysis does not stop here and requires a more detailed look at the type and quality of engagement. But this will provide a better and more complete picture of your reach.