04 May A Beginner’s Guide to do Facebook Content Analysis
Understanding the impact that the content put out on your brand’s Facebook page has on your audience is a critical component in objectively analyzing the performance of your Facebook efforts.
Once you’ve downloaded your Facebook Page data from Insight, you’ll see never-ending columns of data which may at first seem overwhelming. You may be confused: Which one can help me to find insights? What metrics should I use to do content analysis? Here are some tips for beginners to do Facebook content analysis.
Make Sure Your Business Objective
People generally think that good Facebook page performance means a lot of page likes and post engagements. Have you ever thought about what these data mean to you? Can they bring revenue to your business?
If you have an e-commerce website, you may be care about how many people buy your products after seeing your FB post instead of whether they like your post or not.
In a word, it is most important to be clear about your business objective before picking metrics to do FB analysis.
After you make sure your business goals, here we introduce 3 top levels segments and 4 metrics categories to help you start your FB content analysis.
3 Top Level Segments
The top level segments are:
Firstly, the type of post, such as link, photo, video or status. Secondly, the time of day that the content was posted. Please notice that the time export from Facebook Insight is calculated by Pacific Standard Time (PST), you need to change the timezone by yourself. The last one, the day of week that it was posted.
Each of these will provide insights on its own or can be combined with other segments to provide even more in-depth insights. This information is provided by Facebook for every post.
4 General Metric Categories
The next level down from the segments gets into the metrics that can be used to analyze the performance of each segment. The metrics can be organized into four categories.
- Exposure: This one is pretty self-explanatory. It shows the number of impressions that were generated by your posts. This can be viewed as either total impressions, unique impressions (reach), or impressions by users who have liked your page. These metrics are useful on their own, but become even more useful when used as part of derived calculations, which will be touched on at the end.
- Consumption: This one moves beyond exposure to having some sort of meaningful interaction with your post. This category is called consumption since it is an indication that the user went from being exposed to your post to consuming the content of the post. The sub-metrics of consumption include video plays, photo views, link clicks, and other clicks on the post. Similar to exposure, consumption can also be looked at in aggregate or segmented by the number of unique users who consumed the content and the number of consumptions that came from users who have liked the page.
- Engagement: This is the step you hope users take after being exposed to the post and consuming the posts content. The sub-metrics here include likes of the content, comments about the content, and shares of the content. Engagement can also be viewed in aggregate or segmented by unique users who engaged and engagements that came from users who have liked the page.
- Negative Feedback: This is one that you hope to minimize since it is an indication that the content you’re releasing isn’t relevant or viewed as spam. Examples of sub-metrics for this category include reporting the post as spam and clicking the X button, which hides the post from the users view.