I've just come across yet another study, this time referenced in The Chronicle of Philanthropy, on the rising age of the average social networker.
Whilst it's important to note that Facebook et al are no longer only frequented by 20 and 30 year olds, it's also important to understand that a recent graduate will probably not be doing the same things on Facebook as their Grandma. Too few charities are making this distinction, yet it is increasingly obvious that a "one size fits all" approach to developing your social media presence is no longer good enough, just as you no longer provide the same online experience for your fundraisers and service users (do you ... do you?).
Let's sidestep the strategy/tactics debate and answer a really basic question - what are the demographics of the people who use my Facebook Page?
Well, here's how you find out.
- Sign in to your Facebook account, the one you use to administer your Page (step missed for FB advertisers, but you folks will already know this.)
- Click "Adverts and Pages" on the left hand side of your news feed, just as though you are going to edit your page
- Instead of choosing "Edit Page", choose "View Insights"
- Over on the left hand side, you'll see you can choose between reports "Users and Interactions" - choose "Users"
- And then scroll down a bit and you'll see a report that looks a lot like this.
I hope it makes interesting reading, and while you're there why not take a nosey around to see what else you can find out:
- What are your most viewed messages (interesting, but a bit "old meeja")
- What are your most liked and commented on messages (that's more like it, are we engaging yet?)
- How many people look at each of your tabs, which is the most popular, and which might you bin?
And of course do drop me a line if you have any questions!