Reading Social Insight Reports
Social Terminology
Posts - The number of posts sent out by your Facebook and/or Instagram page.
Reactions - The number of likes/loves/wow/haha/angry/sad clicks your post receives from users
Comments - The number of comments by users on your Facebook and/or Instagram post
Shares - The number of shares by users on your content.
Link Clicks - The number of clicks on links within the post that led to destinations or experiences, on or off Facebook.
Reach - The number of users who saw your post at least 1 time. This may include multiple views of your post by the same people.
Page Versus Post
When reading social media analytics, it is recommended to look at the insights from two different angles (1) your page overall (2) your page’s individual posts.
(1) Overall Page
Looking at your page as a whole, helps you track progress over time. Overall metrics give you the best idea as to how your page is holding up, not only on it’s own but you can use this information to compare to your competitors as well.
You can expect a well rounded page to increase in reach + engagement each month. Occasionally, if your industry has an “off season”, expect to see a small dip in numbers, but aim for the data to start getting back on track a month or two prior to your “busy season” .
(2) Individual Posts
Keeping an eye on each individual posts your page produces is best for helping you create better content in the future. Take note of which posts reach the most people, have the most clicks, + get the most engagement from your followers.
For example, if your most commented on post asks a question in the caption, next time you need a post with more comments, include a question in the caption.
Train your brain to look for every element of a post (outlined in next section), recognize any patterns, + repeat (or don’t) to help your future content perform at it’s best.
Elements of a Post
Verbiage / Language / Phrasing
Tone
Visuals - Photo / Video
Emojis
Hashtags
Number of Posts that day
Time of Post
Create Success
Keep in mind that as much as we try to create the perfect “formula” for a successful post + page, there is no such thing! Just because a tactic worked one month, does not guarantee it will work again next month. Social media is full of surprise factors that change every day- like users (people) + algorithms.
But, one thing is for sure, Social Media Insights are still the very best tools to use to create future content that reaches goals!