» Why We #Like Facebook Business Pages: Part 2


This post was written by Sonny Ganguly, CMO of WeddingWire. You can follow him on Twitter @sonnyg. Sonny leads WeddingWire’s marketing strategy, customer acquisition, and business development.


In part two of the Why We #Like Facebook Business Pages series, we will discuss how to set a custom URL on the leading social network, and how to monitor your Facebook Insights which are key analytics to tracking your audience and reach online! Missed part one? Learn about how to create and design your Facebook business page!

Step 3: Set a custom URL

Once you have designed a great business page, it is time for you to set your personalized URL— a customized web address for your Facebook page (for example: www.facebook.com/weddingwire). A custom URL is critical to ensure that those who are searching for your business are able to find you on Facebook, and also improves the Search Engine Optimization (SEO) for your business page. Get started by logging in to your account on Facebook, visiting www.facebook.com/username, and selecting ‘set a username for your pages.’ There, you can enter your desired username for your business, and finalize by selecting ‘confirm’ to set your custom URL.  Once done, you can use your new custom URL in your advertising and marketing materials to entice Facebook users to visit your business page.

Step 4: Monitor Facebook Insights

Be sure to take advantage of Facebook Insights, a powerful (and free) analytics tool that can help your business evaluate the effectiveness of your Facebook presence. You can easily target specific sets of people with your messaging as well as get a clear picture of your business activity and highlight potential areas of improvement. Once you have at least 30 Facebook fans, your Insights will be available on your business page admin dashboard. From there you can select ‘see all’ to learn about your page’s activity and reach, or visit Facebook Insights for more details.

Here’s a quick overview of Insights:

  • Overview: This tab shows the main activity and statistics about your business page, including the total number of ‘Likes,’ activity of people ‘talking about this,’ your overall reach over the last four weeks, and the engagement levels of your most recent posts.
  • Likes: The Likes tab breaks down the demographics of those who ‘Like’ your page, including gender, age and location, as well as tracking the main sources where your new ‘Likes’ came from so you can better understand your audience.  You’ll get to know quite a bit about who likes your business and whether you are reaching the right audience.
  • Reach: The Reach tab provides analytics on who has actually viewed your posts, including demographics and location, unique visitors, the number of visits to your page and more.  This tab provides great insight into how to improve your posts and which ones are resonating.
  • Talking About This: This tab analyzes who is actually engaging with your page and sharing the content you post.

For additional information, Facebook has a helpful ‘Page Insights Guide,’ available for download in the Insights Center that we recommend reviewing as you continue to develop your analytics tracking.

Check back soon for the final installment in this series!