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Facebook’s usage stats, called “Facebook Insights,” are still a mystery to most. In a recent post, Eldeman Digital provides a number of tips for navigating and using Facebook Insights. They include:

1. Pick metrics that matter to your communication objectives. There are a plethora of stats now available, but you should pick the ones that matter most to your objectives. What do you want to achieve and which metrics are indicative of your success? Remember to export the data and review the definition of each metric to ensure you know what you are measuring (the stat names are sometimes misleading).

2. Compare your progress over time. Although Facebook only gives you a snapshot of how you are doing at any given time, you should still measure your progress over months (and even years). This will help you draw more meaningful conclusions (and attribute your trends to certain tactics, events, or activities).

3. Measure the same metrics on a consistent, recurring basis. Again, it is easy to get overwhelmed by the options available. However, it is best to focus on a few key metrics. Fewer metrics, more long-term analysis = actionable information.

Want more tricks for navigating Facebook insights? Check out the full blog post: http://www.edelmandigital.com/2012/05/03/friday-five-navigating-facebook-insights/

It is not enough to be present on social media. To justify the investment, you must ensure you are using it deliberately and strategically to help achieve your communication objectives. These tools can help you track your effectiveness on social media (note: you must first set measurable goals and corresponding performance metrics). They can also help you use social media to monitor trends and conversations that relate to or affect your mission.

Visit the full article: http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/