What is Facebook?

Facebook is a social network that allows registered users to create personal or business profiles, share text, video, photos, website links and send messages between each other.  

Facebook is the biggest and most popular social network worldwide with 1.18 billion daily active users on average for September 2016. Facebook's platform is available in more than 30 different languages, and some of the main features users can find and interact with include:

  • Events
  • Groups
  • Pages for Businesses
  • Videos
  • Live streaming
  • Marketing Campaigns
  • Share pictures, videos, text, links
  • Instant Messaging 

Why is it important to monitor Facebook Activity?

Using Facebook, for individuals and especially businesses, is now a necessity because it is the most actively used social media channel in the world, showing the highest growth over the last few years. It is also one of the biggest platforms for marketing and advertising used today.

Everyday people around the globe are talking and sharing information about products, services, news, campaigns and industry trends. The information shared can reach any user in the world and can be re-shared no matter if a business is listening to the channel or not.  Because of this, it is important for businesses should be aware of what others are saying about their brand regardless of whether the mention is positive or negative.  

Number of Worldwide Facebook Users

Source: Statista

What Information Can Facebook Give?

If you're monitoring Facebook correctly you can gain valuable information such as:

  • Feedback from customers
  • Your brand’s reputation
  • Competitor activity
  • Engagement with users
  • Influencers in your niche
  • Content improvement
  • Engagement and reach

By monitoring Facebook, your business can find out what your customers want and ways to satisfy their needs.  Also, monitoring Facebook allows your business to get instant feedback from your audience and customers without the having to ask for it.

Monitoring also allows businesses to read all the mentions and comments that are about their brand or product, positive, negative, or neutral, and act almost immediately.  This allows you to protect your brand from any negative sentiments and take necessary actions to resolve any problems. In turn, this strengthens the relationship between you and the customers while simultaneously checking what competitors are doing.

How to monitor Facebook activity?

In general, there are two way to monitor the activity on Facebook.  First, use Facebook itself to monitor all the information that is being shared and second, use a social media monitoring tool to track all the available information and have it in one platform.

Monitor social activity within Facebook

You can monitor your business on Facebook by performing a regular search on the top of the page.  This action will show the most relevant results in relation to the keyword that the users are typing into the search box. The information that Facebook displays include status, photos, videos, fan pages, apps, events or users registered under that keyword.

The second option is to monitor your performance by checking the ‘Insights’ section under their Facebook Fan Page (if you have it).  In this section, you can obtain the following information:

  • Overview of their fan page
  • Performance of their paid campaigns
  • Page views
  • Page likes
  • Post engagements
  • Reach of their posts
  • Page views
  • Number of messages received in the last 28 days
  • Demographics of their followers

The ‘Insights section’ and the results page on Facebook are great free tools for businesses to monitor the activity in the social channel.  However, this is not enough if you want to know what content is being shared in real-time unless you perform a manual search every day at a certain time.

The Facebook Insights section allows businesses to gain general knowledge about their audience and allows them to create marketing strategies based on it. This correlates with understanding the audience of each social channel. For example, a business providing coupons' might target an audience of women over 65 years old should probably not advertise in a teen magazine.  

Monitor social activity using a social media monitoring tool 

Due to the fast increase and popularity of social networks and their user-base, several software applications have been developed in order to monitor all the social interactions happening online.

Every monitoring tool is unique and may display the data they gather differently. The main objective, however, is always to listen, compare, monitor, record and track all the mentions, keywords, news, images or any other kind of information that is being shared on social networks like Facebook.

Social media monitoring tools will access Facebook data and filter the information that your business requires. With Unamo Social Media, you can monitor and filter those metrics that are most crucial for you, including:

  • Total number of mentions
  • Influencers
  • Users satisfaction
  • Demographics data
  • Keywords rankings
  • Time of day when people talk most about a specific brand
  • Historical Data
  • Mentions
  • Interactions
  • Influences

The information in social media monitoring tools can help in identifying the needs and perception of the existing and potential customers in regards to your business. 

It also allows you business to create and distribute unique content to specific users based on demographics, influencers or interests. In addition, not only can you evaluate your own performance, but also spy on the performance if your competitor.  By utilizing this information you can increase your social media presence, identify trends and recognize future business opportunities.

One issue that a social media monitoring tool has with Facebook is to get all the information that is being shared in real-time. This is due to the privacy settings Facebook offers to their users. Each user can configure if they want to share their information to everyone or block it to certain users or channels. They can also decide if they want to be searchable within Facebook.  Otherwise, a social media monitoring tool will not be able to access and fetch all the information that is being shared.

It is really important for every business to listen to Facebook because it allows them to respond in almost real time to negative comments and therefor protect their brand reputation by reacting to negative feedback within this channel considering Facebook is currently the most popular social network being used worldwide.

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