As we host more and more free seminars for local business owners interested in better utilizing social media, we're starting to hear a fair amount of overlap in their most frequently asked questions.
When it comes to Facebook, lots of businesses are asking us how to interpret the insights they see when looking at their own business Facebook page (note: you must be an administrator for the page in order to see the insights). Below you'll find a brief overview of what these stats and insights mean, as well as a few tips to consider for your own business pages.
As a page administrator, you can look at previous posts you've made on your business facebook page and you'll be able to see the total number of "people that saw this post". To use an example from the Privy Facebook page, check out the image on the left.
At the bottom of the image, you can clearly see that "813 people saw this post". That information can be taken quite literally :)
Things get a bit more interesting when you hover over that insight.
When hovering over the number of people that saw the post, a window pops up that looks just like this second image. It gives you three important pieces of information:
1. The number of organic views. This means that of the total number of people that have "liked" your facebook page, 243 of them saw this specific post. Typically that number will not equal 100% of your facebook page likes.
2. The number of viral views. In this example, This means that 584 additional people saw this specific post beyond your existing facebook fans. How could that be possible? Through engagement. In the image on the left, you can see that on this post alone, 26 people liked it, 3 commented on it, and 1 shared it. When a fan likes, comments or shares your business' post, it then goes out to all of their friends on facebook as well. This creates a great opportunity for you to use your existing likes or fans to spread the word about your page.
3. It also gives you a bit of context and tells you how this compares to your pages most popular post of all time, in this case 1,199 people saw our most popular post.
The next logical question you might have is how do you get more people to see your posts? Here are a few suggestions on how to improve the visibility of a facebook post:
1. Time of day, and day of week.
It's important to understand the dynamic of what happens when you post an update to your facebook page. As soon as you post an update, it shows up in the newsfeed of all the people that have "liked" your business' page. So, technically, if all of your fans were looking at their newsfeeds, they would all see that post. But it's more typical that only 5-15% of your fans will see that post before other posts on their newsfeed move yours down the feed. A lot of our clients have seen success in increasing visibility by posting updates at very specific time slots:
Sunday evening between 6-10 PM (As customers are relaxing at home before work starts again on Monday)
Tuesday, Wednesday and Thursday between 11 AM - 1 PM when customers are in the middle of their work week, taking breaks.
Simply posting during these times, or times that are specific to your customers social media behaviors can make a BIG difference in post visibility.
2. Increasing engagement on your posts.
As you saw above, by getting our fans to comment, like and share our post, we were able to grow the reach of that post quite a bit. There's no silver bullet on this one, but many of our clients have seen success by posting images, hosting contests, asking questions and running limited time specials exclusive to facebook fans.
You should definitely be testing some of these for your business page and seeing what kind of impact time of day and day of week has on the visibility of your posts.