The trouble with relying on Facebook’s Insights

Why the author puts little weight into the social network’s metrics. By obsessing on only them, he says, you’re missing the big picture.

That’s right. You’re spending way too much time looking at the analytics for your Facebook page.

Now, before I go any further, let me stress that I’m not anti-analytics. I believe that it is important to measure both our online and offline marketing efforts, and that analytics are incredibly important.

But I’ll say it again: Stop looking at your Facebook Insights.

There has been a lot said about Facebook’s changing algorithm for EdgeRank, and many folks are bemoaning the lack of reach they get from the content on their Facebook business pages.

I get that.

By isolating Facebook Insights and obsessing over them, we’re missing the big picture.

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