{"id":16208,"date":"2018-01-24T11:22:02","date_gmt":"2018-01-24T18:22:02","guid":{"rendered":"https:\/\/memberpress.com\/?p=16208"},"modified":"2018-04-06T22:00:52","modified_gmt":"2018-04-07T04:00:52","slug":"utilizing-platform-based-analytics-part-1-facebook-insights","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-1-facebook-insights\/","title":{"rendered":"Utilisation des analyses bas\u00e9es sur les plateformes, partie 1 : Facebook Insights"},"content":{"rendered":"<p>Nous esp\u00e9rons que vous savez maintenant qu'il est tr\u00e8s important de passer en revue vos analyses de m\u00e9dias sociaux et de mesurer vos param\u00e8tres pour d\u00e9terminer le retour sur investissement de vos efforts en mati\u00e8re de m\u00e9dias sociaux. En d\u00e9cembre, nous avons entrepris de vous donner une id\u00e9e de l'importance de l'analyse des m\u00e9dias sociaux et de la mesure de vos indicateurs. <a href=\"https:\/\/memberpress.com\/fr\/tools-for-measuring-social-media-analytics\/\" target=\"_blank\" rel=\"noopener\">les meilleurs outils de mesure<\/a> Les outils tels que Hootsuite, Buffer et Edgar sont tr\u00e8s r\u00e9pandus dans le monde des m\u00e9dias sociaux. Bien que ces outils soient incontestablement utiles pour d\u00e9terminer les meilleurs moyens, moments et contenus pour vos campagnes de m\u00e9dias sociaux, il est parfois pr\u00e9f\u00e9rable d'aller directement \u00e0 la source et d'examiner vos donn\u00e9es au sein de la plateforme de m\u00e9dias sociaux elle-m\u00eame.<\/p>\n<p>C'est pourquoi nous examinons de plus pr\u00e8s certaines des donn\u00e9es analytiques offertes par les grandes plateformes de m\u00e9dias sociaux. Nous allons nous concentrer sur les trois grandes plateformes, \u00e0 l'exception d'une seule : plut\u00f4t que d'examiner Twitter, nous allons jeter un coup d'\u0153il \u00e0 Instagram. Pourquoi ? Si vous avez lu notre article sur les <a href=\"https:\/\/memberpress.com\/fr\/predicted-social-media-trends-for-2018\/\" target=\"_blank\" rel=\"noopener\">tendances pr\u00e9vues pour les m\u00e9dias sociaux<\/a> pour 2018, vous saurez que Twitter prend tr\u00e8s probablement une direction diff\u00e9rente et que, pour cette raison, des changements pourraient \u00eatre apport\u00e9s \u00e0 la plateforme et \u00e0 tous ses outils. Et parce qu'Instagram se d\u00e9veloppe \u00e0 une vitesse astronomique, nous pensons qu'il vous sera utile d'apprendre \u00e0 mesurer s'il est... <a href=\"https:\/\/memberpress.com\/fr\/tips-for-using-instagram-for-your-business\/\" target=\"_blank\" rel=\"noopener\">aider votre entreprise<\/a> se d\u00e9veloppent tout aussi rapidement. Mais dans la premi\u00e8re partie de cette s\u00e9rie, nous allons nous concentrer sur la plus grande plateforme de m\u00e9dias sociaux qui existe : Facebook.<\/p>\n<p>\u00a0<\/p>\n<h3><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-16217\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759.png\" alt=\"\" width=\"619\" height=\"454\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759.png 619w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759-300x220.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759-232x170.png 232w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics-e1516815288759-156x114.png 156w\" sizes=\"(max-width: 619px) 100vw, 619px\" \/><\/a><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics.png\"><br \/>\n<\/a><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/01\/Facebook-analytics.png\"><br \/>\n<\/a>Perspectives Facebook<\/h3>\n<p>Insights vous donne (attendez !) <em>perspicacit\u00e9<\/em> sur l'\u00e9tat de votre page d'entreprise - l'\u00e9tat de la page elle-m\u00eame d'un point de vue g\u00e9n\u00e9ral, la r\u00e9sonance des messages individuels aupr\u00e8s de votre public et la croissance de votre public.<\/p>\n<p>Lorsque vous \u00eates sur la page de votre entreprise, il vous suffit de cliquer sur \"Insights\" en haut de la page. Vous acc\u00e9derez directement \u00e0 la partie \"Vue d'ensemble\".<\/p>\n<p><strong>Vue d'ensemble<\/strong><\/p>\n<ul>\n<li>R\u00e9sum\u00e9 de la page : cette section se concentre sur ce qui s'est pass\u00e9 sur votre page au cours des sept derniers jours. Elle comprend des donn\u00e9es sur les pages vues, les pr\u00e9visualisations et les mentions \"J'aime\", la port\u00e9e et les recommandations, ainsi que l'engagement dans les publications, les vid\u00e9os et le suivi des pages.<\/li>\n<li>Vos 5 derniers messages : Cette liste vous donne un aper\u00e7u de vos cinq derniers messages et de la port\u00e9e et de l'engagement qu'ils ont suscit\u00e9s. Vous trouverez \u00e9galement un petit lien pratique au bas de la section \"Voir tous les messages\", qui vous permettra de consulter tous les messages publi\u00e9s sur votre page.<\/li>\n<li>Pages \u00e0 surveiller : Vous pouvez comparer les performances de votre page \u00e0 celles d'autres pages similaires. Vous pouvez s\u00e9lectionner les autres pages que vous souhaitez surveiller et m\u00eame v\u00e9rifier les performances des publications de vos concurrents sur leurs pages, ce qui vous donne une id\u00e9e des types de contenu susceptibles d'\u00eatre en vogue.<\/li>\n<\/ul>\n<p>Sur le c\u00f4t\u00e9 gauche de votre page, vous verrez un menu qui commence par la section Vue d'ensemble. En dessous, vous trouverez d'autres aper\u00e7us qui vous permettront d'approfondir vos analyses.<\/p>\n<p><strong>Promotions<\/strong> est l'endroit o\u00f9 vous verrez comment se d\u00e9roulent vos campagnes publicitaires. Si vous ne diffusez pas de publicit\u00e9s, vous ne verrez aucune donn\u00e9e ici, mais vous pouvez lancer une publicit\u00e9 directement \u00e0 partir de cette section ! Vous pouvez choisir de booster un article ou de promouvoir votre bouton \"Contactez-nous\". Si vous vous demandez comment utiliser les publicit\u00e9s Facebook, consultez notre article sur l'utilisation des publicit\u00e9s Facebook. <a href=\"https:\/\/memberpress.com\/fr\/facebook-101-part-2-of-2-advertising-on-facebook\/\" target=\"_blank\" rel=\"noopener\">faire de la publicit\u00e9 sur Facebook<\/a>.<\/p>\n<p>Les quelques \u00e9l\u00e9ments de menu suivants...<strong>Suiveurs<\/strong>, <strong>Aime<\/strong>, <strong>Atteindre<\/strong>, <strong>Pages vues<\/strong>et <strong>Aper\u00e7u des pages<\/strong>-vont plus loin que la vue d'ensemble. Ces choix vous permettent d'obtenir davantage d'informations sur les personnes qui suivent votre page, le nombre de likes qu'elle a re\u00e7us, le contenu qui touche le plus grand nombre de personnes et qui suscite le plus d'engagement, ainsi que les personnes qui consultent votre page et l'origine de ce trafic. La section \"Messages\" (qui vient en fait apr\u00e8s \"Actions sur la page\", dont il est question ci-dessous) offre les m\u00eames informations que \"Voir tous les messages\" dans la section \"Vue d'ensemble\".<\/p>\n<p><strong>Actions sur la page<\/strong> vous indique ce que font les internautes lorsqu'ils sont sur votre page. Cliquent-ils sur \"Get Directions\" ou sur votre num\u00e9ro de t\u00e9l\u00e9phone, ou encore sur votre site web ou sur le bouton d'action ? C'est un outil utile pour d\u00e9terminer ce que les gens font avec les informations que vous publiez sur votre page.<\/p>\n<p><strong>Ev\u00e9nements<\/strong> vous permet de conna\u00eetre le succ\u00e8s de vos campagnes d'\u00e9v\u00e9nements et de vos posts. Dans le cadre des \u00e9v\u00e9nements, vous pouvez examiner :<\/p>\n<ul>\n<li>Sensibilisation : combien de personnes ont \u00e9t\u00e9 touch\u00e9es par le message de l'\u00e9v\u00e9nement ?<\/li>\n<li>Engagement : combien de personnes ont r\u00e9pondu \u00e0 l'\u00e9v\u00e9nement ?<\/li>\n<li>Billets : combien de personnes ont cliqu\u00e9 sur Acheter des billets pour l'\u00e9v\u00e9nement ?<\/li>\n<li>Public : qui, d'un point de vue d\u00e9mographique, s'int\u00e9resse \u00e0 votre \u00e9v\u00e9nement ?<\/li>\n<\/ul>\n<p><strong>Vid\u00e9o<\/strong> est essentiel pour vous car, comme vous le savez, la vid\u00e9o restera le type de contenu le plus populaire sur les m\u00e9dias sociaux. N'oubliez pas, <a href=\"https:\/\/memberpress.com\/fr\/predicted-social-media-trends-for-2018\/\" target=\"_blank\" rel=\"noopener\">la vid\u00e9o va tuer le texte star<\/a> cette ann\u00e9e ! Dans cette section, vous pourrez voir non seulement le nombre de vues de chacune de vos vid\u00e9os, mais aussi le nombre de minutes de visionnage de chaque vid\u00e9o. Vous pourrez ainsi d\u00e9terminer si vos vid\u00e9os sont trop longues pour susciter l'int\u00e9r\u00eat ou trop courtes pour inciter les spectateurs \u00e0 passer \u00e0 l'action.<\/p>\n<p><strong>Les personnes<\/strong> est l'endroit o\u00f9 vous verrez qui a aim\u00e9 votre page et qui la suit. Les graphiques sont ventil\u00e9s selon des crit\u00e8res d\u00e9mographiques, tels que le sexe, la localisation et la langue. Les suiveurs ne sont pas toujours les m\u00eames que les fans. Les fans sont des personnes qui ont aim\u00e9 votre page et choisi de la suivre, de sorte qu'elles voient vos publications dans leur fil d'actualit\u00e9. Lorsque quelqu'un aime votre page, il la suit automatiquement par d\u00e9faut. Toutefois, il peut choisir de ne plus suivre votre page afin que vos messages n'apparaissent plus dans son fil d'actualit\u00e9 (comme pour un profil personnel, vous pouvez toujours \u00eatre l'ami de quelqu'un, mais vous pouvez aussi ne plus le suivre afin de ne plus voir ses messages). Personnes atteintes est un ensemble de donn\u00e9es d\u00e9mographiques concernant les personnes qui ont vu un contenu associ\u00e9 \u00e0 votre page.<\/p>\n<p>Enfin, <strong>Messages<\/strong> est l'endroit o\u00f9 vous pouvez analyser vos performances avec Pages Messenger. Cette section est divis\u00e9e en plusieurs cat\u00e9gories (si, bien s\u00fbr, vous avez eu des conversations sur Messenger) :<\/p>\n<ul>\n<li>Total des conversations : Le nombre de conversations que vous avez eues sur Pages Messenger. Cela peut \u00eatre un moyen utile de voir si plus de personnes vous contactent sur Messenger que sur d'autres formes de communication.<\/li>\n<li>Votre r\u00e9activit\u00e9 : Le pourcentage de messages auxquels vous avez r\u00e9pondu et votre temps de r\u00e9ponse moyen. Ce chiffre est \u00e9galement (in)commod\u00e9ment publi\u00e9 sur votre page, il est donc pr\u00e9f\u00e9rable de le maintenir \u00e0 un niveau satisfaisant.<\/li>\n<li>Conversations supprim\u00e9es : Nombre de conversations supprim\u00e9es par les internautes apr\u00e8s avoir eu une conversation avec votre page.<\/li>\n<li>Marqu\u00e9 comme spam : Le nombre de conversations de votre page qui ont \u00e9t\u00e9 marqu\u00e9es comme spam.<\/li>\n<li>Conversations bloqu\u00e9es : Le nombre de conversations de votre page qui ont \u00e9t\u00e9 bloqu\u00e9es.<\/li>\n<\/ul>\n<p>Facebook-being, well, <em>Facebook<\/em>et roi des plateformes de m\u00e9dias sociaux, fournit un outil assez \u00e9tonnant pour examiner vos donn\u00e9es analytiques. Et ce n'est qu'un aper\u00e7u de ce qu'il peut faire et de la fa\u00e7on dont il peut vous aider \u00e0 d\u00e9terminer le retour sur investissement.<\/p>\n<p><em>Nous aimerions donc savoir : Quelle partie d'Insights vous semble la plus utile ? Pensez-vous l'utiliser en conjonction avec un autre outil ou seul ? Nous aimerions savoir ce que vous en pensez et comment vous l'utilisez dans votre entreprise dans la section des commentaires ci-dessous.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Reviewing your social media analytics and measuring your metrics is something we hope by now you know is super important in determining ROI on your social media efforts. In December, we set out to give you an idea of the best measurement tools across the social media board\u2014tools like Hootsuite, Buffer, and Edgar. While these [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":16218,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[404,94],"tags":[],"class_list":{"0":"post-16208","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-data-and-metrics","8":"category-marketing","9":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Reviewing your social media analytics and measuring your metrics is something we hope by now you know is super important in determining ROI on your social media efforts. 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