Facebook gives the administrator of a fan pages free statistics called ‘Insights’ to track how people are engaging with them on the social network.
Insights will give you up to date information about how people are interacting with your page in a number of ways:
Unsubscribed Fans:
Insight allows you to track how many people have unsubscribed from being fans of your museum on Facebook. This is an important metric which can give you a clear indication of whether the content that you are posting is appealing to fans. Look out for sudden increases in people unsubscribing and consider changing the frequency that you are posting and the content that you are posting if this happens.
Interaction:
I personally feel that interaction is more important for a museum then the number of people who become fans. You can view the number of comments, the number of likes and the number of views your content is getting in your ‘insights’ analytics.
Interaction per post:
As well as looking at interaction across your activity, ‘insights’ analytics also lets you view the interaction with your fans for each post. This is a great way to learn what is working and over time this can help you to improve your post quality.
Demographics:
As well as giving you information about how your fans are interacting with you, you can also access information about your fans demographics, how old are they, what sex are they. The chances are that this will differ from the visitor profile of your organisation and it is worth keeping this in mind when creating content for Facebook.
Page Views:
As well as showing you how people are engaging with your content, you can also see how many page views your Fan page is receiving, as your fan base increases, this should grow.
Other ways of keeping track of Facebook Fan Pages:
As well as using the ‘insights’ analytics you can track the success of your Facebook fan page in a number of other ways.
Bit.ly:
If you use Twitter, you will be familiar with URL shortening services like Bit.ly. While these are good for making website addresses shorter, they are also great for tracking how many people click through a link and this can be a useful tool to use on Facebook.
Google Analytics:
If you have Google Analytics set up on your museum website, you can track how many visitors are coming from Facebook and even track which sections of your website these people then visit.
Over the past week I have given an introduction to Facebook for a Museum, I hope that this proves useful and I’d be really interested if you think I have missed anything.
Related Posts:
Facebook for a Museum (Part 1) – Getting started on Facebook
Facebook for a Museum (Part 2) – Creating a great looking fan page
Facebook for a Museum (Part 3) – Creating engaging content
Facebook for a Museum (Part 4) – How to promote your fan page
