Set Yourself Up for Success in 2021 With a Facebook Content Audit
We made it! 2020 is in the rear-view mirror and we’re looking hopefully towards a fresh year where anything is possible...
Lee Corso knows Facebook!
Before we can succeed in 2021, we must look back to 2020 and see what went right (and wrong). That’s right folks – it's time for a Facebook Content Audit.
Facebook’s algorithms are engagement-centric – the more engagement a post gets the more of your followers they’ll show that post for. That means Engagement is the single most important factor in making sure the maximum amount of your hard-earned followers see your content organically (FREE). An Audit is your key to figuring out which of your posts drive huge engagement (which you should do more of) and which ones are best to never be done again.
Before we get to that though why don’t we take a second to do some year end cleanup on your page. There are a few things we update and easily forget to change as the year goes on (I’m looking at you pinned post from Fourth of July!).
A perfect example of an Evergreen Cover Photo
Profile/Cover Images – make sure they’re either evergreen or seasonally appropriate. Did you forget to switch that cover photo back from your Clearance sale last October?!
Profile/Bio Text – 2020 brought ALOT of changes to your business. Make sure your current profile and bio accurately reflect your business as it stands today.
Links – are you still linking to the right page? Perhaps your franchisor changed your entire domain structure this year (or will be soon – if so, make a note for yourself to change later).
Pinned Posts – are your Pinned Posts still relevant? Make sure you have something pinned that makes sense and isn’t out of date!
Now To Find Your Best Facebook Posts
Step 1 – Navigating to the Post Analytics Tab
How to get there.
The Facebook Insights tab is the home to all the sweet sweet engagement data we’re looking for. Go to your Facebook Business Page and click on Insights > Posts. You’ll be rewarded with metrics on all your posts (and a lot of scrolling) as well as a graph showing you the most popular days and times that your followers are online.
Step 2 – Finding the Best Time and Best Day to Post
Finding the best times to post
This graph will tell you when you should be posting in 2021. Based on the above graph we’d want to post between 9a and 9p to reach the maximum potential followers with our posts. Day-wise nothing is sticking out, but if you saw a day with a higher number of followers, you could heavy up your number of posts that day, or vice versa if you saw a big decrease. It could also mean you are neglecting posts that day of the week, so maybe try to post more to see if that increases followers and engagement this upcoming year.
Step 3 – Lets Find Some Winning Posts
Below the graph is a list of all your posts for the year chronologically. If you’re a prolific poster it’d be quite daunting to go through ALL your posts so, try to look back a month or two first and see if you can find any common trends. For each post we’re given some info.
Sorting through the data…
Type - was it a photo, video, link, text. This column can tell you what types of posts your followers like the best.
Targeting - generally this is always Public but if you targeted a specific group want to note that as that it could skew your findings.
Reach – shows the number of people who saw your post. If you happened to boost that post then your reach is going to be a lot higher than a straight organic post (and you’ll see the boosted traffic in a darker orange). You can also toggle this one with a drop down at the top to show Reach with fans vs. non-fans. Since we’re trying to figure out what YOUR fans like best, no need to worry about that right now.
Engagement – here’s what we’re looking for! Which posts have the highest numbers of Engagement. You can toggle this to see the types of engagement but for the purposes of an audit we want to see the engagement in aggregate to get the best data sample size. In the algorithm’s eyes any engagement is good engagement!
Annoyingly Facebook does not give you to option to export all your engagement data in a nice spreadsheet that would make analysis easy. Instead, we have to eyeball the results and take note of when those engagement numbers spike. Write down the type of post and the general “theme” of the post. Go through your last month or two worth of posts and see if any consistencies start sticking out.
Do video posts seem to get the most engagement?
Tons of engagement on the post showcasing some of your best products?
Followers seeming to love a behind the scenes peek at your store?
Once you’ve identified some winners you now have a better idea of what type of content your followers like to see from you on Facebook. You no longer have to just post and see what sticks – you know what sticks! You also will see what posts got no engagement whatsoever – stop doing those!
In 2021 make it your goal to continue to deliver that quality, high engaging content your followers crave, and in return you’ll start to see your organic reach increase week after week. More organic reach means more customers seeing your store for free. Almost like the good old days when Facebook, you know, actually showed your content to followers all the time 😊
Join us next time when we go over auditing your Instagram content. Happy New Year, everyone!
