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Improve Engagement with Facebook Insights

Searching for a way to boost your credit union’s Facebook engagement? It might just be a matter of taking a closer look at your credit union's Facebook Page Insights.

You can navigate to Facebook Insights from your credit union’s page. Click on the “Insights” tab just above the cover photo, fourth from the left. 

The first metric to consider is under the “Reach” tab. Take a look at the spikes on the graph; peaks indicate the posts that appeal to a wider audience. Note the type of content—link, photo, video—and the subject matter. This is the type of content that you’ll want to share again and/or replicate in the future. It’s also important to note that the time and day also play into a post’s reach.

Another important metric to consult is engagement itself. Under the “Posts” tab in Insights, you can find the engagement rate of your most recent posts.

Once you’ve clicked the “Posts” tab, scroll down to the “All Posts Published” section. Select “Reach” and “Engagement Rate” from their respective drop-down menus at the far right. The posts at the top of the list are the ones that your audience is truly interested in.

If you change up the type of content you post, you can see if it has impacted the amount of people who see your content with the "benchmark" feature (right of the graph). This shows the average number of people that have been served your content. 

Remember that it’s completely okay to “reshare” content that has resonated with your audience in the past. If you created a piece of really great content (photo/article with link), definitely share that multiple times from your Facebook page.

Again, take note of the type of content—photo, link, video, etc.—and subject matter that resonates most with your audience. For example, if your top five posts include a common theme like tips to save money during the holidays or cutting household expenses, consider how you can work that theme of money saving tips into your posting strategy for social media.

If you want to compare engagement over a longer period of time, you can export page data into Excel and compare the key metrics you’re most interested in. Here’s a great step-by-step article about how to use this feature.