Business Development & Marketing General Rescue, Restructuring & Recovery Turnaround

Are businessmen missing out by not engaging with Facebook?

facebook demographic insightsThere is no doubt that digital marketing, marketing online, social media marketing, whatever name you give it, is now firmly established as an essential ingredient in a business’ marketing mix.
Among the well-known social media platforms Facebook continues to dominate both globally and nationally with over 1.6 billion active monthly users.
The relative stats report Twitter having 320 million active users and LinkedIn having 420 million users.
But while regular surveys, from Pew Research, and even the UK’s Ofcom have over the years consistently shown that more women than men use and interact with Facebook regularly, the platform has successfully moved itself from being primarily about social interaction to being increasingly a place that businesses ignore at their peril.
The age group most active on Facebook is 25-34 year olds (26% of users) yet, again, women by far outnumber men when it comes to interactions, not only with friends and family but also on business pages.
In its most recent analysis of reasons for interacting with companies on Facebook cites the two top reasons from a chart compiled by Statistica as “to receive offers/competitions” (69%)and “to keep up to date with the latest news about them” (68%).

So why do so few men in the most active demographic interact?

While there is no hard evidence, there could be a number of explanations.  They could range from “no time” to a misperception that Facebook is primarily for social use.
Yet for the CEO or senior management of a SME, especially one whose primary sphere of operation is local or regional, Facebook can be a rich source of information about potential customers and clients.
Among the standard features on a business page are the opportunities for customers to post reviews as well as comments, both providing valuable sources of information for the business as well as helping to promote the brand.
Page Insights enable a business to find information about their customers’ profiles such as when they are most active, what posts they have been most attracted to engage with either by liking or commenting.
This information will enable a business’ marketing team with the knowledge to interpret the statistics to refine its digital marketing to better target its ideal customers.
But if a business is not primarily aimed at women in preference to men, all the statistical information available is likely to be somewhat skewed if there is a gender imbalance in viewers’ interaction.
Of course, that might imply that marketing should be adjusted to include information that will appeal to both genders, but it also suggests that perhaps men visiting a page should be more prepared to get involved and give feedback.

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What data is available for businesses from Facebook?

We continue our look at social media and the importance of checking on how it is performing for your business and now turn our attention to Facebook.
While originally Facebook was set up for online social use it has increasingly become a marketing platform for businesses and in particular online retail.
When looking at the results of any business marketing carried out on a Facebook business page it is important to keep in mind your customer profile and location.

How to find Facebook analytical information

Facebook SS1You must be logged in to see the information and you need to be on the business page.
Facebook analytics are called “insights” and they can be accessed by clicking on the link in the white menu bar at the top of the business page. All the information is given in visual and numerical form making it easy to follow what has been happening on the page.
The first option is an Overview, which covers the last seven days, although this can be re-set to show the last 28 days.
facebook posts performanceThe Overview will show the reach, which is the number of people to whom your posts have been distributed.  It also shows the performance of the five most recent posts on the page, giving the reach and interaction (the number of people who have engaged with each post) for each.
If you have added pages to watch, perhaps of your competitors, the Overview will show the total page likes, number of posts and engagements and the percentage change, either positive or negative for each watched page.
The Overview gives a snapshot of performance over the chosen period.
Having gained an impression it is possible to look in more depth at the reach, page views, actions on page, posts, people (by age and gender) and if the business page has been set up as a local business the local analytics provide more in-depth information about hourly, weekly and overall behaviour of people following the business page who are within 50 miles of the business.
It also gives information about the age and gender of the people who have visited your page and what time of day they did so.

Using the information

It is worth remembering that insights are a snapshot of behaviour for seven or 28 days back from the day on which you are looking and therefore to pick up any trends it will be necessary to revisit insights regularly.  How to use the information to adjust marketing activity will be the subject of a future blog.