by Dominick A. Miserandino

You have a Facebook page. Great. You are looking at all those stats Mark Zuckerberg gave you to analyze how well your page and your post are doing. Bravo. You are only relying on those stats to see how well your website is doing. That’s a big mistake. Here’s why:

When people look at Facebook Analytics (or any social media data), they sometimes forget that it is merely one tool in your toolbox. It’s how you interpret that data that makes all the difference. And Facebook Analytics, for example, is only showing you one piece of a multi-step process for content.

    You can use any damned hammer to get the nail in the wood, but the hammer won’t tell you when the nail is deep enough!

You need to understand that there are quite a few tools out there to interpret data. Some are better or worse than the others, but it’s the tool holder that makes the decisions. I’m also not going to make recommendations on which tools to use here; you can look forward to that in an upcoming column.

When something is posted on Facebook/Twitter/LinkedIn, or wherever, they assume that reaction tells us what their readers think about the content.

The challenge with that is two-fold:

It doesn’t tell us if the readers “Like” that content.

For example, we had one client’s particular post which had reached 12K people and 138 likes. It was a boosted campaign, but the point is it had 138 likes. Clearly, it’s doing well.

Sadly, when you look at the Google Analytics (the second data point) only 100 people actually visited. In fact, my record example was one story with over 10k “Likes” and just a mere 50 visits!

Is that the norm? Of course not!

Why does this happen? Because people “Like” stuff all the time on Facebook.

As a different example, we did a study where we made a site for a presidential candidate who shall remain nameless.  We posted an article to five large groups on Facebook. The title was quite pro for the candidate.

Results:  Over 500+ likes and 50 shares within the first 24 hours.

I should mention that the article claimed the candidate was an alien who enjoys eating kittens. Clearly not something they would “Like.”

The point is, what you post on Facebook is being “Liked” on a surface, superficial level.

If you rely on Facebook Analytics, or really anything analyzing that data, you’re getting valuable information, but you are probably misinterpreting it.

The data is simply saying “Based on the title and image you posted, this is what people think.”

By no means should you ignore this data, but you need to take it for what it is. It’s telling you what’s your audience is initially reacting to, but NOT what they thought of it after they read it. It’s also not helping interpret what’s leading to your sales. It’s merely one data point in three that you should be looking at.

What are the other two of the three data points? Watch for those in my next column.