Is your Restaurant's Facebook Fan Page Healthy? 4 Ways To Find Out

Facebook recently rolled out some new metrics that are going to make your Restaurant's Fan Page Rock! The new insights are going to help you grow your fans and your fans interactions in ways you never imagined possible.

Obviously it's important to monitor your facebook statistics, but the new metrics make it even easier to monitor your Facebook Fan Page's health and well being.

Since we are a restaurant marketing company, I figured for this article, I would use one of our newest client's Facebook Fan Pages, Wicked Chicken, as an illustration.

The first thing you have to do is open your facebook insights.  You will see the "insights" link, in the menu bar on the left, under your fan page profile picture. While there are tons of things you can look at in the insights section, we're just going to focus on some of the most important things that you'll want to look at, to judge the health of your fan page.

What Are Main Insights?
Clicking on the "insights" link will immediately take you to the main insights page.  This page will show you all your activity for the last month.

When you click on the individual columns, you can sort the posts by descending value in the column.

Here are the main things you want to look at:

  • Reach is the number of unique users who saw your post.
  • Engaged Users is the number of unique people who have clicked on your post.
  • Talking About This is the number of people who have Liked, commented on or shared your post, or responded to the question or event.
  • Virality is the “Talking About This” number divided by the “Reach” number.

The most important of these columns and the things you want to pay the most attention to are Engaged Users and Virality.

You will also know what type of post you’re viewing by the icon next to the post.

  • Green quotations: Status update
  • Film: Video
  • Note with a pin: A link or an application that posted on your behalf.
  • Square that looks like an outline of a person in a picture: Pictures

In the above graphic, when we sorted by Engaged Users, we can see that the top two posts are photos. So we know that if we want to focus on getting more engaged users, we should post pictures. See what types of posts are working for you on your fan page by sorting the columns in this chart.

What Exactly Is Reach?

When you click on the Reach section, you first see a chart of demographics of people who have seen any content about your page within the last week.

Below that are the How You Reach People graphs. The one on the right shows the Unique Users by Frequency in a rolling one-week time frame.

The statistic to watch here is the number of people you are reaching more frequently. This is your core audience and who you should focus your attention on.

If you are not reaching people multiple times with your posts, you may have to adjust your strategy. Experiment with posting more often, focusing on getting more engagement so that your post comes up more in your fans’ news feed. You may need to do something more involved like quizzing people about facts about your restaurant, making special offers, running a contest, or Facebook ad to reconnect with your audience.

The next graph shows Page Views and Unique Visitors and below this graph is one of the most interesting areas of Insights, the External Referrers.

Watch where people are coming from. If the only external referrer is Google, you need to get the word out about your page.

In the example below, the Wicked Chicken fan page was most visited from links on their restaurant website. This probably isn't as viral as one would like, so we need to find ways to spread the brand.  Find ways to work your Facebook page address in multiple areas across the web.

What Are Likes?

The next area to check out is the Likes area. This area breaks out your fans by demographics, which can be useful for future ad campaigns. The area to watch in this section is the Where Your Likes Came From graph.

In this particular page’s graph, we can go back and track the posts on the wall to see what happened during the spikes.

On December 28, we were running a facebook ad campaign, which probably accounted for the spike in new "likes". On January 13, we only had one post go up, but it was related to beer specials and not the food.  Perhaps that turned off some fans. You need to pay attention to what’s working and what's not.  This section is a great place to do this.

What does the "People Talking About This" Mean?

The People Talking About This number is publicly displayed on the left sidebar under the number of Likes. This figure is a great measure of actual engagement.

It includes all the following activities that happen on your page over a one-week rolling period:

  • Liking a page
  • Posting to a page’s wall
  • Liking, commenting on or sharing a page post (or other content on a page, like photos, videos or albums)
  • Answering a question posted
  • RSVPing to an event
  • Mentioning a page in a post
  • Phototagging a page
  • Liking or sharing a check-in deal
  • Checking in at a place (if your page has a place merged with it)

The best part of this statistic is that you can see it on any page—meaning it’s public information! Now you can tell if a page is interacting with people. Big fan numbers don’t mean that the page is healthy. This is very important to remember! The People Talking About This statistic is the one to watch. Watch your competitors’ numbers to monitor what is working for them. For an accurate picture, take the People Talking About This number and divide it by the total number of fans. Healthy pages have percentages between 1% and 5% (or more for great interaction). In our example above, you will see that Wicked Chicken's page, although not with tons of fans, has an interaction percentage of 10%.

It's important to remember that if people aren’t interacting with your page, you will drop out of the news feed. You DO NOT want this.

The new Facebook Insights have improved how you can track the health of your restaurant's fan page and you can immediately see when you need to make some adjustments to your social media strategy. Try new things, monitor what’s working and what isn’t, and take your restaurant's Facebook page to the next level!

I hope this gives you some great ideas on how to use the new Facebook Insights to monitor and grow your audience. Is your page healthy?

Views: 211

Tags: chicken, dinercentric, engagement, facebook, fan, insights, management, media, page, restaurant, More…social, wicked

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Taco Bell takes on fast casual with U.S. Taco Co.

Taco Bell will test a new fast-casual concept called U.S. Taco Co.  -More

Avocados From Mexico: All New Recipe Brochure
Looking for the sweet spot between indulgence and fresh appeal? Say yes to fresh Avocados from Mexico, all year long. So rich and creamy, use them as a substitute for mayo to create a craveable crab salad sandwich that will make others green with envy. Discover more culinary inspirations and recipes here!

Ronald McDonald gets a makeover for social media debut

Ronald McDonald is giving off less of a clown vibe with a makeover that keeps the color scheme but adds a blazer, a yellow ve -More

Animal fats ramp up flavor

Chicago hot spots are serving up savory dishes flavored with animal fats such as Stephanie Izard's confit goat belly at Girl  -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Dunkin' Brands Reports First Quarter 2014 Results

Dunkin' Donuts U.S. comparable store sales growth of 1.2% - Added 96 net new restaurants worldwide including 69 net new Dunkin' Donuts in the U.S. - Revenue increased 6.2%

Hurricane Grill & Wings Signs Franchise And Multi-Unit Development Agreements For Additional 22 Units

Hurricane Grill & Wings, a restaurant franchise known for its never-frozen jumbo wings and more than 35 signature flavors, announced today the signing of five multi-unit development agreements, representing 22 new locations. The Florida-based brand opened two locations in early 2014, with plans for a total of 14 new units by the end of the year.

Dunkin' Donuts Announces Plans For 20 New Restaurants In South Orange County And The San Fernando Valley

Dunkin' Donuts announced today the signing of multi-unit store development agreements with two new franchise groups to develop 20 new restaurants in South Orange County and the San Fernando Valley area over the next several years.

Brinker International Reports Increases In Third Quarter Fiscal 2014 EPS And Comparable Restaurant Sales

Earnings per diluted share, excluding special items, increased 16.7 percent to $0.84 compared to $0.72 for the third quarter of fiscal 2013

Togo's Inks Deals In Idaho And Utah To Develop 13 New Restaurants

Togo's Eateries, Inc. announced it has signed franchise agreements to develop five restaurants in Eastern Idaho and eight locations in Salt Lake City, Utah. In 2014, the brand will also mark its entry into Colorado, Idaho, and Utah with restaurant openings planned over the next few months.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: James Patten: The best computer interface? Maybe ... your hands - James Patten (2013)

"The computer is an incredibly powerful means of creative expression," says designer and TED Fellow James Patten. But right now, we interact with computers, mainly, by typing and tapping. In this nifty talk and demo, Patten imagines a more visceral, physical way to bring your thoughts and ideas to life in the digital world, taking the computer interface off the screen and putting it into your hands.

TED: Hamish Jolly: A shark-deterrent wetsuit (and it's not what you think) - Hamish Jolly (2013)

Hamish Jolly, an ocean swimmer in Australia, wanted a wetsuit that would deter a curious shark from mistaking him for a potential source of nourishment. (Which, statistically, is rare, but certainly a fate worth avoiding.) Working with a team of scientists, he and his friends came up with a fresh approach — not a shark cage, not a suit of chain-mail, but a sleek suit that taps our growing understanding of shark vision.

TED: Michel Laberge: How synchronized hammer strikes could generate nuclear fusion - Michel Laberge (2014)

Our energy future depends on nuclear fusion, says Michel Laberge. The plasma physicist runs a small company with a big idea for a new type of nuclear reactor that could produce clean, cheap energy. His secret recipe? High speeds, scorching temperatures and crushing pressure. In this hopeful talk, he explains how nuclear fusion might be just around the corner.

TED: Sarah Lewis: Embrace the near win - Sarah Lewis (2014)

At her first museum job, art historian Sarah Lewis noticed something important about an artist she was studying: Not every artwork was a total masterpiece. She asks us to consider the role of the almost-failure, the near win, in our own lives. In our pursuit of success and mastery, is it actually our near wins that push us forward?

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service