Marketing Your Library With Facebook, Part 4 (Final) – Keeping Statistics

Keeping Statistics

Facebook makes keeping statistics and analyzing the traffic on your Facebook Page very easy.  On the right hand side of your library’s Facebook Page is a link entitled, “View Insights.” There you will find your Page’s user statistics complete with useful numbers and line graphs.  Insights are divided into two categories: users and interactions.  The users category includes the number of new likes and the associated percentage of change, the numbers of lifetime likes (all the likes your Page has ever received), and the number of monthly active users (the monthly number of people who have viewed your Page or posts, fans and non-fans alike) and the associated percentage of change.  The lines on the line chart correspond to the daily, weekly and monthly amount of active users.  Mousing over the line will give you a specific figure for that day.  The interactions category includes the number of post views and post feedback during the last month and the associated percentage of change.  The lines on the line graph are interactive as they are in the users category when moused over.

 

The detailed view in the users category reveals even more useful information.  Below the active users graph (above), it includes a line graph showing daily active users, which includes: unique page views, post viewers, liked a post, commented on a post, and wall posts per day.  A second graph shows the number of people who liked and even those who unliked your library’s Page in a given month and on which day it occurred.

Further down the details page, more graphs are available.  One shows demographics of your users by gender and age as well as their associated countries, cities and default language of their Facebook profiles.  This is a wonderful insight into your users, allowing you to see the type of users patronizing your Page the most and where you could promote more to attract users to fill in gaps.  The second graph shows the difference between page views and unique page views.  Page views of just the number of hits your Page receives, but it could be by the same user several times that day. Unique page views is the number of unique profiles viewing your library’s Page, including which tabs they viewed (Wall, discussion board, blog, etc.) and the referring page (i.e., google.com, your college’s main website, etc.).  This is useful to see which websites are sending the most users to your library’s Page.  You can choose to view all of this information by week as well as by month and by any specific period of time you choose.

The detailed view of the interactions category of information is seen below. Each of the checked labels for individual lines in the graphs can be unchecked, so that information is removed from the overall graph. The most useful information in this grouping is the detailed information about each individual page post in the chart. Each post is listed along with the date of the post, the impressions and the feedback percentage. An “impression” is the number of times your post has been seen your Page’s Wall or in the News Feed of another user. The feedback percentage is the then based upon the number of likes and comments per impression.

 

The information in all the charts is useful for determining which days or part of the day individual users are interacting with your posts the most, so you can modify the timing of your posts to coincide with more visibility. There is an option in the upper right hand section to select week as opposed to month for a more detailed look at an individual week’s information. The date range can also be edited, if you are interested in data for a specific period of time. The data can also be exported into an Excel spreadsheet to present to your director or at a meeting with your colleagues.

Have fun with Facebook!

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