Analyzing Facebook Insights and Email Analytics

For this week’s assignment, we were asked to analyze the Facebook insights and email analytics for “ABC Company.” This company is a health-oriented organization based in central Florida. In addition to Facebook, it has Twitter and Pinterest accounts, as well as, a YouTube channel. It also sends out a bi-weekly e-newsletter. facebook-insights-icon-resized-600Facebook Insights are the social network’s version of webpage analytics. Insights allow page administrators to keep track of information, such as page views, unique views, fan demographics, engagement, and more on a daily, weekly, or monthly basis. This feature allows administrators to better understand the user trends for their pages, which can help with content development and marketing strategy. When looking at ABC Company’s Facebook Insights a couple of things stood out to me. Over a month’s span, the number of page “likes” increased, but the number of people “talking” about the page was down. The demographics, not surprisingly, for a health-oriented company swing toward females, ages 25-34. The insights also show that the company never uses “paid posts” and many people are not finding the page via Google search. The company may want to consider including some Facebook ads, or boosted or sponsored ads to increase the brand’s visibility. It may also help to run some sort of “check-in” promotion. Many health clubs or facilities here in southwest Virginia, where I live, do this and then offer deals or coupons for individuals who check in. It could definitely boost engagement and the popularity of the page. When it comes to content posts, the Insights show decent reach, but very few people sharing or talking about the information. Even though I can’t see all of the posts’ content, the two most popular posts seem to do with awareness days, including National Cancer Survivor Day and Memorial Day. Since this type of content tends to do well with its audience, the company should look to raise more awareness for health-related causes or community causes. Since the company does have other social media channels, it should definitely cross-promote and incorporate all of the channels on a regular basis. They should promote YouTube videos on the Facebook wall and website. Tweet about events and link back to Facebook event pages for more information. Promote new Pinterest boards or pins that may be relevant to a specific cause or health topic. email-analyticsAs for the company’s email analytics, all of the numbers seem pretty poor to me. Of the 2,624 total emails sent during one week only 25% were opened and only about 11% of users clicked on a link. The most telling stat: 0% conversation rate. So, these emails are not translating into any type of conversion or ROI. This is not good for a company. I would encourage the company to improve the call-to-actions in each email. Make it easier and more valuable for consumers to convert or make a purchase. They can also offer special promotions to those on its email list. If a consumer feels special, or that they are getting something a regular in-person consumer cannot, they may be more apt to make a purchase. From both of these analytics tools, I believe companies can make real changes to how they decide to market to target audiences. It’s nice to be able to check on a daily, weekly, and monthly basis what type of posts and content resonate with consumers. Every company should be taking advantage of these tools.