Social Media Case Study: Developing Content with Facebook Insights

Social Media Case Study: Developing Content with Facebook Insights:

One of the best uses of Facebook Insights is to identify updates and shared content that produce the most interest and viral sharing. In this social media case study, we take a look at one of our clients’ insights report.

Braxton’s Animal Works is a long standing pet supply retailer in the Philadelphia suburbs. Not only do they sell pet supplies, but they also have built a community of pet lovers. They did this before social media was around, so they had a great opportunity to amplify their reach through interesting content within Facebook.

Below you will see the page posts report in Facebook Insights:

If you want to locate the updates that are generating the most reach (how many fans and non-fans are seeing content in their news feeds), you will need to locate the “reach column”. From an edgerank perspective (Facebook’s algorithm), pictures seem to generate the most reach, as 3 out of the top 5 updates were pictures.

Now, what if you wanted to see how many people are “engaged”, Facebook defines engaged users as the number of unique people who clicked on your post. As you can see in this picture, 3 out of the top 5 updates are pictures. They are worth a thousand words!

Finally, if you want to increase the virality of your page’s updates, concentrate on the type of content that produces the best percentages of virality. In this example, you can see that a video produced the best percentage of people who have created a story in the newsfeed after seeing the update. My recommendation would be to produce more original videos.

As Braxton’s Animal Works continues to build out its local Facebook community, they also bridge the digital gap with live events and other marketing tactics. They know Facebook is not a silver bullet but another channel in an integrated marketing approach. They are doing it correctly, and I suggest you look to them as leaders in the local social media space.

The Ultimate Guide to Social Media for Small Business