How to Gain More Insight by Comparing Multiple Facebook Accounts

Many brands and businesses have multiple Facebook pages to manage. Some examples include major blogs and news networks that cover multiple topics and want to segment their fan base according to their topics of interest. Here are some ways well known brands manage their Facebook accounts and track the successs of their pages.

There are many businesses market themselves on Facebook. There are companies that want to segment their worldwide audience by location. And then there are brands that have multiple products.

There are many other good reasons for brands and businesses to have multiple Facebook Pages. This is especially true now that Facebook is adding similar page suggestions to your page after someone becomes a fan. Ironically, in the example above, Microsoft’s biggest competitor, Apple, is listed as a similar page. This means that if you don’t want a competitor to show up on your page, you might also need multiple pages.

What do these brands with multiple pages have in common? They need to monitor analytics for all of their pages. And while there are tools that allow them to monitor their Insights in on dashboard, they don’t offer the convenience of being able to compare one Facebook Page’s Insights with another, let alone comparing all of their insights against other streams of data. Let’s look at some things you can learn when comparing multiple Facebook Page Insights.

The Overall Benefits of a Contest

If you launch a contest on your main Facebook Page, will it lead to more engagement just on that page or on your related pages as well? If you launch a contest on a local Facebook Page, will it lead to more likes for the brand as a whole? If you can compare your Facebook Page Insights across multiple pages owned by your brand, you’ll easily be able to see the answer by looking at your Advocacy and Likes during the time of the contest and shortly thereafter.

An Increase of Likes When Sharing Between Pages

If you have multiple pages, you can share related news from page directly onto another when you use Facebook as your page. Using an example from above, Microsoft could share a wall post from the Microsoft Store page on the Windows Phone page when they set a release date for their newest phone. Once that item is shared, they will want to know if the likes increase between both pages. If you can compare the Likes for both pages, you’ll be able to find out how beneficial cross-promotional campaigns can be.

Which Pages Generate the Most Referral Traffic

When you look through your Google Analytics data, you’ll find it is difficult to see which page is generating referral traffic to your website.

When you look through your Google Analytics data, you’ll find it is difficult to see which page is generating referral traffic to your website. While some traffic will be linked to a page or a post on a page, most will be unspecified. This is where having your Facebook Insight streams along with your Google Analytics stream will be handy.

Here, you can see exactly how a spike in activity on one page leads to a spike in traffic to your website. You can add in the streams for your page likes to see how an advertising campaign to increase the likes on one page as well as how people talking about a specific page leads to more traffic.

Which Pages Lead to the Most Sales

What is more important than referral traffic? Sales! Just like you can compare multiple  Facebook Page data against Google Analytics, you can also compare them against your ecommerce platform and payment processing service.

How to Manage Your Page Insights

As you can see, comparing all of your pages’ data in one place alongside other streams of analytics can be a powerful way to see what is really working in your Facebook strategy. Regardless of whether you have one page or a dozen, SumAll can make visualizing your Insights against other valuable analytics for your business easy - and free. Sign up and connect your Facebook account along with other platforms you use today!

Kristi Hines is a freelance writer, professional blogger, and social media enthusiast. You can follow her on Twitter and Google+.

Comments

[Matthias]

Fantastic post. Thanks for explaining how SumAll can be used to give valuable insight on the connection between social, web traffic, and sales.

I noticed, however, that in both of my SumAll accounts, my Facebook data stopped importing on or around March 9th. This lack of data is making it difficult to get a read on my social metrics at large. Is there any news on when this functionality will return?

Thanks!


Matthias