It's all well and good to have a Facebook Page with a lot of fans, but are you looking much beyond the Likes?

Fortunately, you don't need to have a Phd in statistics to start making sense of your audience on Facebook. Facebook's analytics platform, Facebook Insights, is user friendly and a great way to understand what content is working with your fans. 

Here are three of the most useful metrics for brands. 

Optimal Posting Times

Is it better to post in the morning, at lunch or in the evening? This metric takes some of the guesswork out of posting. 

Under the Posts tab, the “Days” and “Times” sections show the percentage of your fans who saw any posts over a certain hour and day of the week.

Keep in mind that this refers to any Facebook post, not necessarily yours. However this metric gives an insight into when your fans are more likely to be active online.

Reaching Fans & Non-Fans

This new metric lets you see who you are reaching, and who you can potentially reach next. 

Now you can see which content, either paid or organic, is reaching which users. It's a nice way to see how effectively your Facebook advertising is performing.

Another new feature lets you see which posts reach users who have not liked your Page. Drill down into individual posts to see how often they've been Liked, shared and commented on. 

Finally, keep an eye on posts that have generated negative interactions, through a user hiding the post or marking it as spam. 

Individual Page Visits

Facebook Insights now gives you greater visibility into what areas fans are viewing when they visit your Page. Are they looking at the Timeline, photos, your 'About' section or something in the apps tab? 

Wherever their interests lie, this metric allows you to see what's popular and adjust your Facebook activities around it. 

To find out more visit facebook.com.

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