The following Facebook analytics report sample is from “Joe’s Awesome Nonprofit,” an organization that set up a Facebook page two years ago, but hasn’t done too much with it yet. They ran a “page likes” advertising campaign shortly after launch in early 2013, but only in the past few months have they started publishing new photos and updates occasionally.
They asked us to take a look at the status of their Facebook page, and later, help them rebuild and relaunch their page with a new outlook on who they already reached and how they can further engage them organically. This report is a general snapshot, without any cross references or comparisons to the nonprofit’s other channels.
PROFILE AND COVER PHOTOS
You’re using your logo as your profile photo, which is great! This helps your audience recognize you immediately when your posts show up in their feed, or when potential supporters are searching for your page so they can like it.
You may want to update the cover photo, however—the content is great (who doesn’t love happy, smiling kids?) but it’s a bit out-of-focus and was taken in low light, so it has a yellow tint. Do you have other photos that may work?
This section is very sparse – you may want to at least add your mission statement, date founded, and contact information.
There are lots of other sections you can fill out, including a longer description, awards, subcategories, and more. This will help your supporters – and potential supporters! – learn about you in one snapshot.
I see you haven’t added milestones yet – it would be great to add these in! You’d mentioned winning a grant from [a corporation] that allowed you to set up the laptops-for-children program – this would be perfect to set as a milestone. Adding a timeline of achievements is so important for telling your story – and Facebook can be an excellent platform for that.
You have a few galleries, which consistently see higher engagement on your page than status updates or links. As you hold more events – even small ones! – consider having a team member take photos. Remember to add descriptions and locations to your galleries, and if at all possible, add descriptions to individual images.
Only half of your photos have descriptions to go with them – usually these are the one-off photos from volunteer projects and small events. The ones in your galleries were uploaded in bulk but not edited or tagged later – if you can, try to add descriptions to all your photos so people have context – you’ll definitely see more engagement there.
There are no videos on your page – maybe you can upload your three PSAs? Do you have videos from events or volunteer projects?
REVIEWS AND MESSAGES
There are a couple of reviews of your organization on your Facebook page – one’s from a staff member and one’s from a volunteer. Usually you’ll see reviews for companies with products, or within the service industry, but you shouldn’t forget this section of your Facebook page! Ask the teachers you work with to leave reviews, or the volunteers, or anyone else you think can provide a testimonial about the great services you’re providing.
It looks like on average, your Facebook page manager responds to direct messages (those sent privately to your page) within two weeks. While you don’t have too many messages – about five per month – you should make a practice of logging in every day, or every other day, to just check whether anything has come in. There were a couple of messages about donations earlier this month but after sending info, there was no follow-up – I’m not sure if that means the person got what they needed and was able to donate, or if they lost interest.
Below is a report of how many likes Joe’s Awesome Nonprofit has received since Facebook Insights started compiling data for your organization:
|JANUARY 2013||APRIL 2013||JULY 2013||OCTOBER 2013|
|No Data||Likes: 1,106||Likes: 1,430||Likes: 1,497|
|JANUARY 2014||APRIL 2014||JULY 2014||OCTOBER 2014|
|Likes: 1,502||Likes: 1,504||Likes: 1,501||Likes: 1,499|
|JANUARY 2015||MARCH 15, 2015||JULY 2015||OCTOBER 2015|
|Likes: 1,505||Likes: 1,458||TBD||TBD|
As you can see, there was a huge amount of growth in Q1 2013, bumping the page from 57 likes to more than 1,300 within one month – looking at other parts of your page history, it appears there was a short advertising campaign during this period.
Around August 1, 2013 your likes plateaued, and the number of page likes has remained roughly the same through February 2015. This is what can generally be expected with a page that doesn’t advertise or build out cross-platform marketing campaigns.
There was a sudden drop in likes between March 8 and 9, 2015 – from 1,505 to 1,458. There were only two unlikes this month, meaning only two people specifically took action to stop following updates. Facebook recently cleared out a lot of deactivated and unused accounts, and periodically removes spam accounts, so I suspect that’s the explanation for the drop this month.
It looks like you ran an advertising campaign in Q1 2013. This may explain why there is no Insights data prior to February 2013 – Insights only begin reporting when a page reaches 30 fans.
WHERE LIKES COME FROM
In the first and second quarters of 2013, most of your likes came from advertising and page suggestions (“Pages You May Like”). After that, most likes came from people visiting your page directly and liking it from there.
This chart shows your post reach. The post reach is the number of people any individual post was served to. Your posts with the highest reach in the past two years were in February 2014 and February 2015 – as you can see above, beginning in October 2014 and extending through today, there were more posts that received a significant reach in a shorter time span than at any other time in the page’s history. Looking at the post history for your page, this uptick in post reach coincides with you posting more regularly and more often starting in October 2014 – keep it up!
For reference, here’s an updated graph showing your post reach between October 2014 and today – I’ll focus on activity for this time period for the rest of the report:
A NOTE ABOUT ORGANIC REACH
While you have more than 1,400 fans, it’s important to understand that not all of them—a very low number, in fact—will see your posts on any given day. This is normal for any Facebook page that doesn’t run paid advertising campaigns. Facebook continues to tighten visibility of pages’ organic reach, so there’s not much we can do to get more views other than advertising and/or getting other people to share yours posts or link to your page.
The graph above shows your total reach (between October 2014 and today, so you can see the most relevant and recent data), meaning the number of people who were served any activity from your page including posts, posts by other people, and mentions.
Usually total reach and post reach will coincide, though you can see a spike elsewhere on your total reach graph when someone shares a link to your page, or your page is tagged in someone else’s Facebook update.
ABOUT YOUR FANS
WHEN YOUR FANS ARE ONLINE
The data above shows when your fans are online throughout the week – your best day to post during the week is Wednesday, as that’s when most of your fans are online. You also may consider posting a few updates between 3:00pm and 11:00pm throughout the next week or two to see whether you see a higher post reach.
One exception to this would be Sunday, where there’s a spike in online activity around noon:
Almost all visits to your Facebook page are to the timeline, with a few visiting the photos and info tabs. This is normal for any page.
The screenshot above shows where your external referrals (i.e., not from elsewhere on Facebook) come from. There aren’t many yet, though in general you can expect that external referrals will continue to come from search engines and from your website. We highly recommend adding a link to your Facebook page on your website – I think it only has one mention on your “Contact” page so far, but linking across all your pages – say, in the sidebar or header – is a better way for people to connect with you. If you link your Facebook page on another platform later – for example, a crowdfunding website – you can expect to see hits from that site as well.
40% of your fans are women, and 60% are men. Compared to all of Facebook, women are underrepresented and men are overrepresented on your page.
32% of your fans are men between 18 and 24, 18% are women between 18 and 24, and 11% are men between 25 and 34.
The percentage of people reached by your recent posts is a little bit different from your general fan base – your posts tend to reach more women than men:
Most fans are from around Mexico and California – since you relocated to DC recently though, you may wish to run a Facebook ad targeting people in this area if you’d like to develop a local presence as well.
The post with the highest reach in the past six months was on November 3, with a reach of 362, plus 30 clicks and 42 likes, comments, or shares. Reach is the number of people that saw your post in their news feed:
As with the top post in November, your next most popular posts in the past few months also were galleries – something to keep up in the future!