Advisers

Dympna Gatpandan

Discipline

Marketing

Abstract

Facebook analytics include data from audience behavior, content performance, and overall marketing impact. Insights from these analytics help identify what works and where growth opportunities exist. This study seeks to investigate how Facebook analytics can be used to optimize marketing strategies by using data-driven insights to understand marketing effectiveness. Through this approach, the research aims to contribute to a deeper understanding of how institutions can translate analytic findings into actionable improvements, ultimately supporting more informed and outcome-oriented digital marketing strategies. This study utilizes a quantitative descriptive-analytical design employing data source triangulation. The design focuses on the systematic analysis of secondary data acquired from Facebook Insights of the SMCIQC Official Facebook page to assess patterns of reach, engagement, and content performance. Data source triangulation is achieved by analyzing multiple Facebook metrics, examining various types of posts, and comparing engagement data across selected time frames. This approach enhances the validity of the findings by allowing cross-verification of results using multiple datasets within Facebook Insights. The most important trend was the shift in audience interest toward achievements and academic posts, which received the highest reach and engagement. While informational posts, such as news and events, were still necessary, they did not get as much interaction as posts that celebrated student success. The data also revealed a clear change in when the audience was active. Engagement moved from the morning and afternoon to a strong evening dominance, especially between 6:00 p.m. and 9:00 p.m. This suggested that parents and students were most likely to interact with school content during their rest hours at home. By focusing on high-quality visual content about student achievements and scheduling it for the evening, the school could continue to build a stronger and more engaged online community. Overall, the findings suggested that regular monitoring of Facebook performance could improve communication with the school community, increase audience interaction, and support more effective marketing efforts. Through the use of Facebook analytics, educational institutions like St. Mary's College Inc., Quezon City, could better understand their audience, plan content more strategically, and build stronger connections online.

Keywords

digital marketing, facebook analytics, audience engagement, data-driven decision-making, post reach