A Legal Marketer’s Guide to Facebook Analytics

If you’re using Facebook to build more of a presence for your firm, it only makes sense to use the accompanying analytics (also called Facebook Page Insights). The internet offers a plethora of information on how best to use these analytics, but here we’re going to focus on a legal marketer’s guide to Facebook analytics. We want to share the information that is most helpful to the legal industry and ways to optimize Facebook for your firm. 

What to track?

Facebook Analytics gives you tons of valuable information that can help you track and measure your results so you can refine your strategy and measure your return on investment (ROI). 

First of all, it’s important to understand the two different sets of data offered by Facebook: 

• Facebook Page Insights gives you detailed analytics for your law firm’s Facebook Page (so you can improve content and optimize your interactions). 
• Facebook Audience Insights helps you understand your Facebook audience (so you can better target and create more relevant experiences). 

In the event that you haven’t visited analytics before, here’s how to: Go to your Facebook Page and click Insights in the top menu. If you don’t see Insights in the menu, click More to bring it up. You’ll immediately see the “overview”, which is essentially the big picture. Here are the main areas we recommend checking out consistently:

Page Summary

In this section, you’ll see several graphs which break down your performance. There are a variety of KPIs you can dig into, but not all of them apply to law firms (orders, for example). We recommend keeping a regular pulse on the following: 

• Actions on Page
• Page Previews
• Page Views
• Page Likes
• Post Reach
• Story Reach
• Recommendations
• Post Engagement
• Page Followers

Your 5 Most Recent Posts

Also in the Overview section, you can view an area called “Your 5 Most Recent Posts”. Here you’ll find reach and engagement numbers for your latest posts, and you can also boost your best performing posts right from this screen.

All Posts Published

It’s also smart to dig into a detailed analysis of your posts. In the “All Posts Published” section, you can review the results for all the posts you’ve published on your law firm’s Facebook page. For every post, you can look at things like type, targeting, reach, and engagement. Taken together, this information provides insight into things like when your audiences are online, how to best reach them, what types of posts they like, and which actions people take on your posts. 

Pages To Watch

Lastly, you’ll see a section called “Pages to Watch”. Here, you can manually add in Pages you want to compare to your own (such as key competitors). 

Get the most of Facebook Analytics

Used thoughtfully and consistently, Facebook analytics can help you improve your law firm’s presence and following. Here are the main ways legal marketers can leverage the data presented by Facebook Analytics:

1. Get smarter on your target audience: Once you can see details on who is naturally connecting with you on Facebook, you can better tailor content and provide insights to your overall marketing strategy. 
2. Follow content trends: You’ll be able to see what’s working and what’s not, and make changes to your content strategy to better align to positive results. 
3. Optimize timing: After you’ve had some time to see what your audience is doing and when they engage with your posts, you can schedule activity to happen at the best times to reach them. 
4. Keep action in mind on your page: How do the actions happening on Facebook align to your overall marketing strategy? You can use data on what’s happening to optimize content for better CTA’s. 

Takeaway

Facebook Analytics is packed full of insights and data that can help you get the most from the social network. Remember that a legal marketer’s guide to Facebook analytics is going to differ a bit from other businesses using Facebook. 

If you need more assistance growing your practice and reaching your business goals on social media, let us know. We have the knowledge, tools and expertise to help you achieve greater success through your social media marketing efforts.