With Facebook’s updates to Insights, it’s now easier for lawyers to hone in on what’s working—and what’s not working—for them on Facebook. According to our sources, several features have improved, so chances are that your law firm will benefit from the changes, as long as you take advantage of it.
Track Likes Over Time
Most local social media marketing professionals pay attention to the number of people who like their Facebook page. Until now, Insights only revealed the number of Likes your page at a given time. If you wanted to see how many Likes your page had this month compared to last month, you would have had to check Insights each month and keep your own record of the information.
Now Insights stores all of this data for you, and you can see how your page has grown since last year, last month, or even last week. If you notice a bump in your Likes, you’ll likely be able to connect it to a marketing campaign.
See Where Your Likes Are Coming From
Not only does Insights enable you to track your page’s Likes over various spans of time, it also shows you where your Likes are coming from: mobile, paid advertising, or page suggestions. If you’ve noticed that several of your Likes are from people who saw your paid advertising, you may want to continue your paid advertising while stepping up your page content to get more organic Likes, too. On the other hand, if you’re spending a significant portion of your social media budget on paid advertising and you’re seeing little change in your Likes, you may want to talk a closer look at the content your promoting.
Although you might not enjoy analyzing negative feedback, it is important to do so, and Facebook made more of this information available, too. You’ll be able to see what makes people Unlike your page, hide your posts from their news feeds, or report your content as spam.
Learn More About Your Law Firm’s Engagement
The more Likes, comments, and shares your page gets, the more engaged your followers are. Engagement has become an important metric for local Internet marketing experts. Now it’s easier to learn how engaged your Facebook followers are. The Insights tool now combines Likes, comments, and shares so that you don’t have to do this manually. With this information, you’ll be able to nail down which types of posts are most effective.
These updates, along with other new metrics tools, will help lawyers save time. You’ll be able to spend less time compiling and organizing data and more time finding ways to use the data to improve your online marketing efforts.