It’s Facebook Friday — each week we’ll offer one tip for leveraging Facebook to increase customer awareness of and engagement with your brand or business. This week we’ll show you how to determine which updates on your company’s Facebook Page are grabbing the attention of your Facebook fans and which ones are being ignored.

Before you begin, you have to log into Facebook as your page. Go to the company page from your Facebook account. In the upper right hand corner under the thumbnail pictures of the Admins for the page, you’ll see a link that reads “Use Facebook as [Company Page Name].” In my case, it says “Use Facebook as Sprout Social.” Click on that link to enable admin functions for the page.

Now above that you will see a button that reads “Edit Page.” Click on it to bring up all of your admin functions for your Facebook Page. On the left-hand sidebar you’ll see a number of options. Click on the Insights link toward the bottom of the list. On the Insights page that appears, click on the Interactions link on the left-hand sidebar.

What you’ll see now is a list of recent Facebook updates sandwhiched between two graphs. The last 10 updates are listed by date. Don’t be alarmed if you don’t see your most recent updates. Facebook metrics are always a few days behind real time.

The list is divided into four columns. The first two show you the update message and the date it was posted. After that is the two important columns: Impressions and Feedback. Impressions is the number of times the update was seen in a News Feed or on a Page Wall. Feedback is the percentage of Likes and comments the update received compared against the number of Impressions it had.

So if you want to know which one of your updates was seen by the most Facebook users, click on the top of the Impressions column and Facebook will resort the list to show you the update with the highest exposure first. Many things can be learned from this. Are certain posts doing better on certain days? Why is a post from two weeks ago showing up now? Can you replicate that? Is a certain kind of update getting a lot of exposure?

The other useful sorting you can do with this chart is by the Feedback column. Updates that had low impressions could have higher engagement with your audience.  What kinds of updates are getting high engagement? If you click on the link, you will be shown the update and you can see if comments or Likes or both are adding to the Feedback rating.

It’s good to check on this section of your Facebook page every week or two depending on the frequency of your updates. Study what is working and what your fans are responding to in order to plan effectively for future updates. And don’t just repeat high impact updates, experiment with different kinds of updates to see what else might strike a chord with your fans.

Was this tip helpful? Do you have any questions, or great ideas about how to use it to improve your customers’ experiences? Let us know in the comments!

[Image credit: English 106]