If your brand has its own Facebook Page, then you should be using Facebook Insights to track analytics related to its performance. In late November, Facebook rolled out a new feature to Facebook Insights that you should begin to include as part of your reputation management efforts. Facebook Insights now tracks negative feedback.
It’s not a perfect tool, but it’s worth reviewing. Just log into your Facebook Page admin account and click on the Facebook Insights link in the top left sidebar. From there, choose an individual post and click the Engaged Users link to see the data that’s currently tracked. You can learn about how many people gave you negative feedback on your post as well as how many people hid your post.
While this information is fairly cursory at this point, it can help you get an idea of what kind of posts are disliked enough that people are actually making the effort to hide them or post negative feedback about them. Look for trends in types of content that are getting the virtual thumbs down from large groups of your followers.
When people make an effort to dislike something, they usually really, really dislike it. Apathy typically results in people simply ignoring a post, but hiding posts or responding negatively are signs of things going wrong that you need to address.
According to a report from AllFacebook.com, Facebook hasn’t rolled this feature out to all Pages yet, so if you log into your brand’s Facebook Page and can’t find it in your Facebook Insights data yet, keep checking. You should see it soon.
In the meantime, keep publishing useful content that is relevant and meaningful to your target audience. With that strategy, you should be better positioned to avoid negative feedback.
What do you think of the new Facebook Insights feature to track negative feedback? Leave a comment and share your thoughts on this new source of data for Facebook Pages.
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