Week 14 Part B

What we Learn from Facebook Analytics

Recent Posts

Music sells for the venue. It was mentioned in the fall post that the Brewery had been presenting live music and had to stop due to the pandemic. The Spring numbers for recent posts shows a dramatic uptick in Reach for posts that are discussing the live music at the venue starting back up. Posts that are announcing live music not only had a greater reach, they also had significantly more reactions than other posts. Likewise, posts announcing upcoming music drove significantly more reactions than the thank you post. I can’t see the entire post, but I would suggest tying in thanks with invites to the next music event and even make sure to highlight more about the next music event more than the thanks.

Post Reach

This section seems simple but has a lot of important drivers in it. It gives really good insight into the cost benefits of sponsored posts vs organic posts. By constantly viewing Post Reach you can get a better understanding of the ROI of sponsored posts. It is also a great feature to view performance internally. Seeing the relative performance of different types of posts and different posters depending on the business model.

Total People Who Viewed

Appropriate targeting is huge. Knowing who your audience is makes all the difference in the world. Being able to break down your audience by age, gender, and location makes it much easier to reach the audience you have and to try and alter content to reach the audience you want. The ability to track viewers by device is also incredibly important. Different types and sizes of content play better on different devices. Optimizing posts and ads for the devices your audience is using can make a huge difference in driving reach and reactions.

When Your Fans Are Online

Recency is the name of the game in social media. Most social media posts have a very short shelf life. Facebook posts lasts at best a few hours. Twitter posts last at most 30 minutes. Knowing exactly when your audience is online and viewing your posts means that you can make the most of scheduled posts. It also means that whoever is running your social media needs to be online during your peak hours. Conversations drive reach. Comments and replies drive performance. Knowing when those conversations are most likely can allow your company to prioritize that time and make sure people are available.

Demographics.

The demographics section at the end has a lot of information. That information probably requires the most analysis. Starting at the top it is easy to see that the majority of the audience is male and 35-44. That makes sense for a brewery in San Diego. Same goes for the people that follow the page. Reach is different though. Posts from the page reached as many 25-34 year old males as 35-44 year old males. This is a good thing. Most businesses are looking to drive their bottom line by reaching that young group just entering their prime earning years. However, you can see by the reactions demographic that the largest reaction segment is 55-64. Somewhere between reaching a younger audience and actually interacting with that younger audience there was a disconnect. That sort of analysis can really drive a business’ social media activity.


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