Today’s web marketing world is all about understanding who is visiting your website and how you can convert those visitors into actual clients or customers. Many real estate agents who have invested significant time and money into a real estate website can closely monitor that site’s performance using different metrics tools such as Google Analytics, but with the continuous rise in social media popularity around the world, tracking visitors to your social media pages is also becoming an effective way to market your real estate business and generate more leads.
For those real estate agents operating a Facebook business Page, you’ve likely noticed an option in your account to view your Page’s Insights. So what does that mean exactly? Simply put, Facebook Page Insights is the equivalent of Google Analytics, only for your Facebook Page. With Insights, users can track the number of Likes your page is receiving, check-ins your business is getting, and various other informative data that includes who your page is reaching and who is “talking about” your page. At first glance, this information may seem a little bland, but let’s take a closer look at what each option can actually tell you about your Facebook Page:
Likes: While this may seem pretty straightforward, the Likes option of Insights can tell you much more than just how many people are following your page. A closer look at this field gives us other demographic information such as what percentage of your followers are male or female, how old these people are, and the countries and cities in which they’re located.
Talking About This: Although this metric may be a bit confusing, what Talking About This shows is the total number of unique Facebook users who have “created a story” relating to your page. In other words, if your page is referenced anywhere on someone’s News Feed, that person is 'Talking About You'. Furthermore, if someone likes your page, posts your page on their wall, likes a post from your page, shares your post, RSVP to your page’s event, checks in at your place of business, tags your page in a photo or post, or writes a recommendation about your page, that person is also Talking About you.
Reach: This Insight measures the number of Facebook users who have seen each of your posts in the first 28 days of its publication. Reach is counted by Facebook when your post or status update is shown in someone’s News Feed.
Facebook Page Insights give administrators the ability to better understand the people they are reaching and how their Page is being received by the Facebook world as a whole. While tracking your social media analytics may not be considered as important as monitoring your website performance, it’s still a valuable piece of web marketing information that is no doubt useful for evaluating your overall social media strategy. For more information on Facebook Page Insights or tips on how to use this data, check this page out.
Joe Heath is a graduate of Indiana University and also holds a Graduate Certificate in Real Estate Development from Drexel University. After working as a Market Research Associate and writing published Market Snapshots for Hanley Wood Market Intelligence in Chicago, Joe now works as a Web Marketing Specialist and is a managing partner at Real Estate Web Creation, LLC.