Access the People Tab on Insights<\/p>\n
Head to your page and log into Business Manager (if you utilize it to manage your page). Click on the insights tab at the top of the page.<\/p>\n
You\u2019ll see your dashboard there \u2013 key metrics and recent post performance at a glance.<\/p>\n
![\"Facebook](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Facebook-Insights-Dashboard.png\")
<\/p>\n
Use the People Menu in Facebook Insights<\/h2>\n
In the menu on the left side, click \u201cPeople.\u201d You get three important categories:<\/p>\n
- \n
- Your Fans (who \u2018liked\u2019 your page)<\/li>\n
- People Reached (who saw your shared posts via your page or shares from your page)<\/li>\n
- People Engaged (who liked, commented, or shared your posts)<\/li>\n<\/ul>\n
The report will default to Your Fans. This report reveals the following demographics:<\/p>\n
- \n
- Age<\/li>\n
- Gender<\/li>\n
- Country<\/li>\n
- City<\/li>\n
- Language<\/li>\n<\/ul>\n
To provide some context: the screen shots are insights for a Facebook page representing The Geek Initiative, my website about women in geek culture.<\/p>\n
![\"Facebook](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Facebook-Insights-Your-Fans.png\")
<\/p>\nUsing this information, I can begin to piece together a persona for my website\u2019s viewership. This reflects who has actually liked my page on Facebook.<\/p>\n
Start Building Your Persona: Find Lucy<\/h3>\n
She\u2019s most likely a woman between 25 and 34 who speaks English. She may live in the Northeastern United States. Let\u2019s name her Lucy.<\/p>\n
However, looking at the People Reached tab can change the demographic when it comes to viewership:<\/p>\n
![\"Facebook](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Facebook-Insights-People-Reached.png\")
<\/p>\nLooking at the people reached, I see that my content was served to many men as well. Since I\u2019m not running any ads and can also look at my shares\/engagement, the data suggests that women are sharing my content and men are seeing it via those shares. We\u2019re still in the 25 \u2013 34 age range primarily, and overall we\u2019re looking at 18 \u2013 44<\/p>\n
A Secondary Preliminary Persona Emerges: Lucy\u2019s Pal George<\/h3>\n
Looking at this information, I\u2019m starting to think about George, who might be Lucy\u2019s friend or husband. George represents the man who is seeing this content.<\/p>\n
Let\u2019s move on to the People Engaged report. This shows which of my fans and readers are most engaged.<\/p>\n
![\"Fans](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Fans-Engaged-on-Facebook-Insights.png\")
<\/p>\nAlthough George might see my content, it looks like Lucy\u2019s still the one responding to it the most. It\u2019s probably the most relevant and meaningful to Lucy.<\/p>\n
Although we\u2019ve explored the tabs under \u201cpeople,\u201d we aren\u2019t quite finished. We want to know more about Lucy so we can post content she\u2019ll enjoy.<\/p>\n
Use the Posts Menu in Facebook Insights<\/h3>\n
Under Posts (on our menu), we can find more info about Lucy. Lucy and I share a lot of the same characteristics. Is she a night owl like me? Let\u2019s find out!<\/p>\n
![\"Facebook](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Facebook-Insights-When-Is-Lucy-Online.png\")
<\/p>\nFacebook provides information in your computer\u2019s local time. From the location, I\u2019ve determined that Lucy lives in my time zone. It looks like she\u2019s online between noon and 9 p.m. \u2013 an evening Facebook user.<\/p>\n
Continue With Google Analytics<\/h2>\n
As I mentioned earlier, Facebook Insights don\u2019t give you the entire picture \u2013 it can only reveal information about who likes and interacts with you on their site.<\/p>\n
So before we\u2019re set on marketing everything to Lucy and her pal George, let\u2019s take a look at what Google Analytics has to say.<\/p>\n
In Google Analytics under Audience > Overview on the left hand menu, I can find some basic demographic information about my website viewers:<\/p>\n
![\"Google](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Google-Analytics-Gender-Demographic.png\")
![\"Google](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Google-Analytics-Age-Demographic.png\")
<\/p>\nIn my website\u2019s case, the gender divide matches Facebook Insight\u2019s reported demographic closely. Much of my site\u2019s traffic comes from Facebook, so this isn\u2019t a surprise \u2013 but the same may not be true for you based on how people find your site.<\/p>\n
Additionally, popular posts alter this information from time to time depending on where the posts are shared.\u00a0 For best results, check in consistently to get a good idea of your persona over time.<\/p>\n
The 18 \u2013 24 demographic is a bit higher on Google than on Facebook. This likely reflects traffic from tumblr and other sites frequented by younger users.<\/p>\n
Google Analytics also reveals that a particularly popular post resonated especially well with our primary age demographic. That\u2019s especially helpful, because I want to post content that serves my audience.<\/p>\n
![\"Google](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Google-Analytics-Age.png\")
<\/p>\nFacebook Insights echoes this. And here\u2019s something else: the post\u2019s author is similar to Lucy in terms of demographics. The post, which tackles the topic of race in geek culture, was also:<\/p>\n
- \n
- Controversial<\/li>\n
- Noncommittal, introducing controversy but not revealing the author\u2019s opinion<\/li>\n
- Zeitgeist-centric<\/li>\n<\/ul>\n
I\u2019ll consider that in the future when it\u2019s time to post something.<\/p>\n
But what about the gender of those who viewed that post?<\/p>\n
![\"Google](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Google-Analytics-Post-Resonates-Male.png\")
<\/p>\nLooks like George might have been even more interested in this post than Lucy.<\/p>\n
Similarly, you can look at language and location under the \u201cGeo\u201d menu in the left hand side of analytics. In my site\u2019s case, those echoed Facebook Insights\u2019 metrics almost exactly.<\/p>\n
Right now, I\u2019m still interested in learning more about Lucy and George.<\/p>\n
Let\u2019s take a look at the Interests > Overview area of Analytics.<\/p>\n
![\"Google](\"https:\/\/www.fatbit.com\/fab\/wp-content\/uploads\/2015\/12\/Google-Analytics-Interests-Overview.png\")
<\/p>\nThat\u2019s pretty expected for a website about geeky stuff.<\/p>\n
Who Are Lucy and George?<\/h2>\n
Primary Persona:<\/b>
\nName: Lucy
\nGender: Female
\nEngagement: Potentially likes Facebook page and comments\/shares; returns to website.<\/p>\nSecondary Persona:<\/b>
\nName: George
\nGender: Male
\nEngagement: May click on site\u2019s link if he sees it on his Facebook feed; doesn\u2019t actively return to website.<\/p>\nBoth Lucy and George:<\/b>
\nAge: 30
\nLocation: Northeastern United States
\nLanguage: English
\nOnline: 6 \u2013 9 p.m. ET
\nEnjoy: TV, Movies, Fantasy, Superheroes<\/p>\nConclusions<\/h2>\n
Someone like Lucy is most likely to sign up to email lists and remain an engaged member of The Geek Initiative\u2019s community.<\/p>\n
That said, her buddy George will occasionally visit my site, but doesn\u2019t feel the same sort of investment in it as Lucy. George is less likely to buy whatever I\u2019m selling, though he does have a casual interest.<\/p>\n
This helps me make decisions about content and whatever merchandise I may wish to sell in the future. Those who are more invested in the community are likely to buy, but I don\u2019t want to eschew my secondary demographic. At first glance, controversial content, when posted in the right way\/with the right title, may bring George to my site without driving Lucy away.<\/p>\n
What have you learned about buyer personas through Facebook Insights and Google Analytics? Let me know in the comments!<\/p>\n","protected":false},"excerpt":{"rendered":"
To become the favorite of your buyers, you first need to figure out who they are and what they care about. It seems to be an easy task but if you really sit and think, it is something rather mindboggling. Today, we will teach you how to use Facebook Insights and Google Analytics to create a buyer persona you can actually trust during decision making.<\/p>\n","protected":false},"author":1,"featured_media":12150,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2004,1],"tags":[],"acf":[],"yoast_head":"\n
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