Our Lori Lewis takes a look at the new Facebook “Insights” tool which inspires us to rethink the “pursuit of likes.”
To understand the overall performance of any brand, it is essential to acquire a better understanding of how you reach, acquire and retain your audience. You must know their emotional triggers (good and bad) and care about user engagement as much as you do audience growth.
Don’t assume you know what people want. We now have the ability to research their needs and study their habits, cultural trends, and metrics.
And Facebook’s new “Insights” analytics enables us to tap into many of those elements.
You may have seen a new public stat on your radio station’s “Like” page called “[People are] talking about this.”
This is a way for Facebook to allow visitors and fans of “Like” pages to gauge just how much the brand is engaged on Facebook. I’ve seen pages range from 0.8% engagement (those are typically pages with millions of “Likes” such as Starbucks and Oreo) up to as high as 10% engagement (typically for pages with a smaller amount of “Likes”).
These updated analytics simply showcase that the primary purpose for people on Facebook is not to be chatty with brands, but rather with their friends and family members. So, if they are actually commenting on, “liking,” or sharing your content, it is essential to embrace and acknowledge them. Don’t allow them to feel ignored. They are the minority in this space but they are so important to your brand’s overall engagement.
Below is an example of random radio stations from small to medium to major markets as well as a variety of different formats. It illustrates just how little people are actually interacting with the majority of radio station “Like” pages right now:
This reinforces something that’s very important – simply chasing after “Likes” and even using it as a goal often misses the point of what’s really happening with Facebook and brands. Further, stations that allow their posts (or status updates) to be part of sales packages are not tapping into the total number of “Likes.” Your weekly total reach is much smaller. In fact, it is dramatically smaller.
How does this new feature change your thinking about your brand and Facebook?
Lori Lewis provides her own “insights” to media clients around the country. She is a regular contributor to All Access’ “Merge,” and can help your station/cluster/company define its digital strategies. Contact Lori at Lori@JacobsMedia.com.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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