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Arnold Tijerina

Arnold Tijerina President & Corporate Storyteller

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Facebook Page Demographics

Have you ever wondered who the fans of your Facebook page are?

If you subscribe to Hootsuite, they've just released a feature that gives you a pretty comprehensive report about your Facebook fan page. They call it "Facebook Insights" and any Hootsuite user that has admin access to their Facebook page can add it to their Hootsuite account and it will show them the following:

  • New fans to your Page
  • Demographics including: region, age, gender
  • Amount of Page comments
  • Number of “likes”
  • New discussions
  • Number of new wall posts

You’ll also see historical comparisons to see which way your pages are trending. And, like other stats in HootSuite, you can create a printable report to share with your colleagues, clients and executives.

This is definitely valuable information and more comprehensive than the Facebook analytics offered within Facebook itself.

Here's a screenshot of a report:

There is more to the report including Interaction data and Daily Page Activity (which are readily available through Facebook's reports so that's nothing new) but the demographic data is strong.

I blogged about News Feed Optimization awhile ago. Since page and content interaction is incredibly important in determining whether or not your fans see your posts, this information is invaluable.

In the example above, since we know that 66% of the fans are male, there would be a couple of strategies you may want to employ. First, since the goal is  more interaction, you may want to concentrate on male-oriented content. The second would be to work on increasing your female base of fans.

You should know your product's demographics so why wouldn't you want to encourage and/or grow your Facebook page demographics to match your products demographics?

This information will also allow you to identify which content is actually generating activity which would then allow you to utilize similar content in the future.

If posting pictures of modded cars gets you a lot of responses, you'd want to post more of those. If you have a predominately female fan base and you see that the recipe you posted for cookies got a lot of attention and interaction, you post more lifestyle-type posts.

Of course, this information requires you to be a Hootsuite user to obtain (for now at least). 

In what ways do you think this information could be used to better leverage your social media marketing efforts on Facebook?

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