Facebook Insights Demystified

by Stacy Zemon

As a DJ business owner, knowing the profile of your target clients is extremely important. There are some powerful tools on your Facebook business page at your disposal that can help you reach them.

Because Facebook has over 400 million active users and is one of the most frequented websites in the world, it only makes sense to use it to your advantage. It Starts With a Page

You do have a Facebook page for your business, right?

Here’s the Lowdown

Facebook Insights are located in the sidebar on your Facebook Page and they can only be seen by the Page administrator. FB Insights is a free service that provides you with metrics about your content.

By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, you are better equipped to improve your business with Facebook.

Insights are only available to pages which are liked by at least 30 people. Insights will start showing up for your page once your page has 30 users who like it.

To see metrics on your Facebook Page or Platform application, go to the Insights Dashboard. To view comprehensive Insights on your specific Page, click on the corresponding item on the left navigation bar.

Insights Dashboard data is also available through the Graph API. Visit the Platform and Developer Support for more info. about this feature.

The Insights dashboard

This feature gives you more insights on the content that users view on your Page.

  • Page Views: Total number of views of your Facebook Page, during the date range you specified.
  • Tab Views: Number of views that each tab on your Page received when logged-in users visited your Page, during the date range you specified.
  • External Referrers: Number of views coming from the top referring external domains sending traffic to your Page, during the date range you specified.
  • Media Consumption: After you post a Facebook video, a photo, or an audio clip, users are able to click to consume that piece of content. This data corresponds to number of views of that your videos, photos and audio clips received on that day, during the date range you.

The Insights Dashboard provides only a selection of data recorded for your Page. A full list of metrics is available on the Insights FQL table or through the Open Graph API.

Target Your Messaging

Many page owners don’t realize that you not only can message users (for free), but you can target your messaging too. It doesn’t help that Facebook hides this feature behind the ‘Edit Page’ settings, but it’s there nonetheless (find it under your avatar on your fan page wall).

Here’s the navigation process: Facebook Home Page -> Ads and Pages -> Pages -> Edit Page -> Send Update to Fans.

You can use this feature to send a message to each target audience without bugging the people who wouldn’t benefit from your message. Engaged women age 20-30 in and around the Philadelphia area would get this message. Beautiful.

This is useful in so many ways beyond just simple geographic targeting. You could send individual messages that target different age groups – the kind of messages that you know they like because you’ve paid attention to your Facebook Insights.

I Like “Like”

As Facebook continues to grow, and the Like feature draws more attention, your reach and potential are only going to improve. Those who get in now will have the edge, because they’ll be pioneering the strategies that businesses will use in the next few years.

“People Are Talking About”

The number of people “talking” about your Facebook Page is even more important than the numbers of Likes. This feature ”counts ‘stories” – structured content that people choose to share through Facebook that is eligible to appear in a user’s news feed:

  • liking your Page
  • posting to your Page’s Wall
  • liking, commenting or sharing one of your Page posts (or other content on your page – like photos, videos, albums)
  • answering a Question you posted, RSVP-ing to one of your events
  • mentioning your Page, phototagging your Page
  • liking or sharing a check-in deal, or checking in at your Place.

How This Metric Translates to Success

Facebook has been very clear that the team wants to help businesses large and small improve their marketing efforts on the social network; this is the first step toward helping businesses better brand themselves. So, if “people are talking about” your business’s page on Facebook, it translates to success in the sense that either 1) you have a huge opportunity to engage your fans better or 2) you are doing a good job of engaging your fans, keeping them coming back, and are utilizing cutting-edge marketing techniques.

Social Marketing Strategy

To increase the number of people “talking” about your business page, change the setting to allow other page owners to post on your page timeline. Otherwise, you’re using the page more like a standard website.

You Don’t Have to Be a Guru

What I really like most of all about Facebook demographics is you don’t have to be a guru to use them well. It’s easy to monitor Facebook Insights, especially if you download them on a regular basis.

If you have a page and aren’t checking your stats, then you’re missing out on a lot of useful information to help improve your mobile entertainment business!

Stacy Zemon – Publisher and Chief Scribe

Stacy Zemon is internationally considered a leading authority and leader in the DJ industry. She has reached an audience of millions as a Radio, Club, Karaoke and Mobile Disc Jockey.

Stacy’s work as a Writer, Author and Publisher have enabled her to spawn the largest number of DJ business owners in the world!

She is author of the world’s best-selling DJ books: The Mobile DJ Handbook, The DJ Sales & Marketing Handbook and The Mobile DJ MBA, and was a longtime writer for DJ Times magazine.

Stacy is also the Founder & President of DJ Video Network – Internet TV for DJs, by DJs.

Her mission is to provide educational resources for DJs that support their professional growth and financial prosperity.

Write to her c/o Stacy@ProMobileDJ.com or call 877-442-7170.

For the longer version of Stacy’s story, click here. To learn about the business services she provides for other DJs, click here.

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