如何分析Facebook数据to Understand Your Audience

With over 2.7 billion monthly active users and 1.82 billion daily users,Facebookis the largest social networkin the world. What began as a way for college students to network has become an essential marketing tool for more than9000万小企业.

所有这些用户生成a lotof data.

To help companies harness the massive amount of information created within the platform, Facebook released their Insights tool, which shares data about the best day to post, the ideal time to post, and what posts are performing well.

如果你在Facebook上营销,了解all those numbers relate to your business and audience can be confusing at first.

But worry not. This post explains how to analyze Facebook data to get valuable metrics about who's coming to your page and clicking around. By the end, you'll have a better understanding of how Insights can help you connect with both current and potential customers.

Running a new Facebook Business Page? Find everything you need to know to elevate your paid and organic efforts in thisFacebook营销课程.

如何分析Facebook数据

FacebookInsights is separated into two main categories: Audience Insights and Page Insights.

• Audience Insights提供有关您的Facebook受众的指标，这可以帮助您创建相关内容，改进广告定位并吸引更多人进入您的页面。
• Page Insightsshows analytics for your Page, so you can see which posts are performing well and which aren't.

This post focuses on Audience Insights, to help you understand both existing and potential customers. For an in-depth look at how to gather information from Page Insights, check out thisguide to Facebook Marketing.

要访问受众洞察中的数据金矿，您首先必须创建一个业务页面。设置页面后，通过单击分析和报告业务工具菜单中的分析和报告来导航到受众洞察。现在是侦探。提起公司的目标受众概况以供bob全站app参考，因为是时候进行研究了。

Step 1: Choose your audience.

A pop-up will appear and ask you to pick between the following options:

• Facebook上的每个人：Start here for information to refine your target audience or attract new people to your Page.
• People connected to your Page:Click this one to learn more about everyone who likes your Page to see if your target audience is showing up.

This part requires some strategy. Are you using Insights to build a buyer persona, see if your strategy is attracting the right people, learn about your audience's interests, or something else entirely? By having a goal in mind, it's easier to put the information to use.

Step 2: Filter to fit your goals.

With your goal set, it's time to narrow down the audience. You can filter based on:

1. Location
2. Age and gender
3. Interests
4. 页面连接

1. Location

Knowing where in the world your audience lives is helpful for many reasons. If you're an online shop looking to expand, maybe you want to learn whether a specific country is interested in your products.

If your company has a physical location, select your city for relevant local metrics. And if you're not bound to any location constraints, keep it open by including countries worldwide.

2.年龄和性别

All Facebook users must be 18 years and older, so keep that in mind when evaluating audiences. If you have a specific buyer persona you're researching, filter according to that age range.

But if you're looking to expand your audience, it's worthwhile to extend your age range or consider both genders to see if you're missing out on potential customers.

3. Interests

This is where filtering gets fun — and a little complicated. Keep your search broad by selecting a handful of common interests, like food and reading, or select dozens of interests for a focused pool of people.

You have freedom to play with drop down filters or type anything that comes to mind into the search bar.烹饪，娱乐,冒险，飞行，技术，蛋糕.

The list goes on, so let your imagination run wild. Just keep an eye on the number of people in your audience as you refine. If it drops below 1,000 people, Facebook won't populate the data.

4. Page Connections

This filter shows the top "liked" Pages by people within your audience profile. If you're scouting for competitors, this can let you know who to watch. Maybe you're looking for content inspiration, and browsing connected Pages will give you ideas for a campaign collaboration or promotional giveaway. Either way, it's good to know what other Pages pop up in your audience's newsfeed.

Step 3: Understand your audience.

Sound the applause — you've filtered down your audience profile. Now it's time to dig in further to four categories:人口统计,Page Likes,Location， 和Activity.

人口统计

Facebook洞察力使您可以超越基础知识，以查看受众信息，包括Language,Relationship Status,教育,Job Titles， 和市场部门. Let's say you're a new food blogger targeting men ages 18-32.

如果您插入这些信息，则可以详细了解您的听众在工作中的工作，受教育程度，甚至主要是为一个或多个人做饭。

If your ideal audience turns out to largely be single with time-consuming office jobs, this can help focus your content strategy.

也许您的听众会喜欢一篇关于工作或餐点更好的午餐想法的文章。我在这里概括，但是您越深入人口统计学，您需要磨练营销工作的数据就越多。

Page Likes

Similar to theInterestsfilter, this option shows what your audience likes. Check out the Top Categories to learn what people care about the most, with options likeMovies,Charities,Companies,Music,Public Figures,News and Media， 和产品.

Maybe those men whipping up meals for one are interested in TV series like "The Chef Show" or "Chef's Table." If you were to create a blog post round-up of your favorite cooking shows or episodes, it would likely do well among that audience. The key here is to look at what content is relevant both in and out of your industry to review competitors and connected interests.

Location

Use this filter to explore the top countries, cities, and languages of your audience profile. Say you're based in the United States but discover your audience has a major presence in Montreal, Canada.

It could be worth adjusting your marketing efforts to include content that speaks to both Americans and Canadians. And if you do expand your audience, you may even consider adding a French language option to your website to cater to Québécois customers.

Activity

See how active your audience is compared to the average Facebook user. The most important information in this section is the activity within the past 30 days, broken down by actions like注释,Posts Liked,Posts Shared， 和Ads Clicked.

Maybe you're interested in running Facebook Ads but are unsure if anyone in your audience would click. With the Activity data, you have a better idea of how many people would take action. For a more detailed look at how to analyze Facebook Ad performance, take a look at thisguide to Facebook Advertising.

Explore more Facebook Insights

Now you can wield the power of Audience Insights to help you build buyer personas, hone in your target audience, and expand your customer reach. But if you're on a research roll, you can explore more metrics under Page Insights to see how your content is performing, what people are resonating with, and what posts to promote.

So the next time you question whether you're attracting the right followers or are looking for out-of-the-box ideas to engage your audience, pull up Facebook Insights and put the data to work.