methods-adopted-to-conduct-facebook-analysis

Conducting Deep Facebook Analysis

By Sushmita Rai, 3EA
Conducting Deep Facebook Analysis

Facebook has a huge data bank and it allows us to make use of it to some extent. As we have always come across the type of posts in which our friends update something about the places they are travelling to and get a bunch of replies from people who are traveling to the same place. But almost every time we miss some of our friends due to lack of information. In order to solve this problem, we can initiate by connecting our Facebook account to R and look for people who have their current city as our target location. Surprisingly you may get some of your friends who were in the city and to whom you might have missed if this exercise was never done. This article will help you to understand at how Facebook Data Analytics benefit not only how a company invests into marketing but also the effectiveness of their marketing strategies in relations to the customer.

Facebook has changed the way we collect data for the benefit of our business. It has redefined its advertising mechanism so that the target users will see the project and enjoy it. The major advancement in the field of online marketing showed an innovative path of new avenues of strategy for the marketer.

Collecting data:

Identify the topmost competitors of your business and gather information about them including the social network they use, how often they post and through their engagement numbers. Information can be extracted from the audience growth numbers; fan count by day as well as the message volume to see how active the competition is on Facebook. We can easily access the Facebook insights by just visiting Facebook Page Manager and clicking on Insights. the default date range displayed on Facebook Insights is 28 days. It also provides the facility for exporting the manipulated data. Basically, three types of data types can be exported: Page data, Post data, and video data.

Following are the basic thing that each export data types include:

Page Data: It provides the key page metrics for engagement like sources and audience details.

Post Data: It usually provides metrics for post reach and impressions.

Video Data: It shows the key video metrics like the number of views (unique, paid and organic).

Analysing Facebook Page Data:

Once we gather all the information we divide it into two different parts and initiate the process by first analysing the page level metrics and then the individual post-performance. It is required to build a set of some Key Performance Indicators (KPIs) that are important to the business. There are tons of metrics which indicate strong content and a successful social and marketing strategy.

Facebook Likes: This can be calculated by counting the number of likes on the posts. Facebook likes are a clear indicator that audience like the social media content. The maximum number of likes shows that audience has some basic connection with the posted content. By comparing the page data to post data we can identify the specific posts that resulted in a good response from the audience, which correlates to an increase in page likes.

Engaged Users: Through this metric, an audience can create their unique stories about the posts. It provides information about the number of the people who clicked anywhere in the post, without generating a story, plus the number of unique people who created a story about the page posts.

Video Stats: The page data includes statistics about the video content and the way users interact with it.

Analyse Facebook Posts:

Post Reach and the Post Engagement metrics help to analyze the performance of competitor's posts. Post Reach shares basic post statistics like impressions engaged users, consumption and video views. Post Engagement shares the basic engagement statistics like engaged users and negative feedback.

Shares: If someone shares your posts then it is absolutely a strong indicator that the post resonated with them. When it comes to sharing, users have the ability to:

1- Share on their own Timeline
2- Share on a friend's Timeline
3- Share on a Page they manage
4- Share in a private message
5- Share in a group

No matter how fans share the posted content, this action fuels the reach score for that piece of content and, in turn, increases that post's reach.

Comments: This option allows the users to write their feedback about the piece of the content that has been shared. Comments can be of positive or negative types which compels us to rethink the content we are publishing. If the particular post receives some positive comments, then it clearly indicates that the posted content is resonating with the audience. Regardless of the connotation, more comments mean more fuel for the post reach algorithm.

Facebook insights data provides a wealth of information that helps many businesses to find the most pertinent data for advancing specific business. Experts at 3EA provides valuable information, focus on key statistics and always helps the client to find continued success on the platform.

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Article by: Sushmita Rai, 3EA