Facebook Insights 101 for Veterinarians

It’s been said over and over that social media marketing is a significant component of the growth of your practice. This includes, in large part, establishing a presence on Facebook. Once you’re up and running, though, how do you measure the effectiveness of your efforts? That’s where Facebook Insights come into play. Yet at first glance, Insights for Facebook can seem confusing and leave you feeling overwhelmed. The good news is it’s really not that bad. In fact, once you understand what this tool is and how it works, you’ll be able to harness its power to help you grow your practice.

So, what exactly are Insights for Facebook?

Insights for Facebook provide a glimpse at what’s happening with your page and can help you pinpoint what’s working and what may need tweaking. Simply looking at the number of fans you have doesn’t really give you an accurate picture of how well you’re doing. You have to delve deeper and learn how visitors are engaging with your page. The more people that engage with a post, the more exposure it will receive, which means more visibility for your practice. Insights for Facebook let you measure and analyze these interactions so you can learn what type of content is getting the best results.

What do Facebook Insights tell me?

The most important component of Insights for Facebook is the “Talking About This” metric. This number can be seen on your fan page, directly below your number of fans.

Your “Talking About This” number represents the number of unique users who have made your page visible to their own networks by liking, commenting, sharing or tagging your page, or a post or photo on your page, during the past 7 days. This number may fluctuate from day to day, because each day the results are based on a different time frame. In short, your “Talking About This” number is a measurement of the level of engagement your fans are having with your page, posts and pictures.

How do I use this information?

As you measure the fluctuations of your “Talking About This” number, pay particular attention to when it is decreasing. This is an indicator that the content you have provided on your page over the past 7 days is not encouraging as much interaction among your fans as it should be. At this point you’ll want to take a step back and consider the following:

  1. Is the content I’m producing of use or value to my target audience?
  2. Do my posts create a clear call to action that encourages my fans to like, comment or share?
  3. Am I including questions at the end of each post that invite reader response?
  4. Have I asked for feedback on what my fans want to see more of?

The answers to each of these questions can help you better position your practice on Facebook to receive more engagement and interest.

How can I benefit from these insights?

By increasing your “Talking About This” number, you will achieve increased visibility and exposure for your practice. It’s important to remember that simply having a Facebook page isn’t enough. An estimated 90% of people who “like” a page never return to it.  In order to continuously engage your audience, you have to show up in their news feeds. This is accomplished by posting regular, relevant and interesting content that encourages them to read, respond and share.

Use your Insights for Facebook to keep your fingers on the pulse of your audience and determine what content gets the best results, and you will be able to optimize your Facebook use to further grow your practice.

 

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