Because Facebook still hates me, I will be reviewing data sent by Professor Faulk regarding a Facebook business page that she manages, over the last full week of available data. The last full day of data that she shared is for December 1, presumably in 2019. December 1, 2019 was a Sunday; therefore, the last full week of data begins on Monday, November 25.
The data includes the following:
  • Total Page Followers
  • Net Followers: Daily new followers, minus the number of unfollows.
  • Total Page Likes
  • Net Likes: Daily new likes, minus the number of unlikes.
  • Daily Post Reach
  • Daily Page Recommendations
  • Daily Engagement: Reactions, comments, share, answers, claims, etc.
  • Age, gender, geographic demographics for:
    • Fans: People that saw any posts at least once.
    • Reach: People who any content from or about the page enter their Facebook screen.
    • Engagement: People who engaged with the page.
The demographic data is presumably over a particular period of time, and not over the entire lifetime of the page, although the exact period was not included in the data from Prof. Faulk.

Total and Net Page Followers: The data available, starting on November 5 and ending in the middle of December 2, shows that the total number of page followers rose slowly and steadily from about 11,450 to about 11,470, until it suddenly jumped to nearly 11,700 on December 1 and 11,896 on December 2. Strangely, the number of "Net Followers" on December 1 and 2 does not reflect the change in total page followers. One explanation is that the Facebook analytical data for "net followers" has not yet been updated. 
At any event, the page manager should seek to determine likely causes for this increased organic interest in the page. One possibility is that a particular article attracted an unusually large amount of interest, perhaps because it was shared or discussed by a more popular commentator. A paid advertising campaign is unlikely to be the reason for this surge in page follows, because all the new follows were "organic."

Total and Net Page Likes: The data available, starting on November 5 and ending during December 2, shows slow but steady growth in page likes from about 11,600 on November 5 to 11,623 on December 2. However, the statistics for "page follows," the data does not show any sizable increase during December 1 and 2. Over the seven day period being studied, the data shows a slight increase in net likes on Monday (+2) and Tuesday (+3), followed by four days of decline (-1 per day), before a spike of +5 net likes on Sunday, December 1. The reason for this increase in likes on Sunday, December 1 is likely to have been caused by the posting of popular content, since the growth in likes was all organic.

Post Reach: This data indicates that a paid "Promoted Post" campaign has been underway through most of the period studied. However, the data also indicates that the spike in page follows on December reflects an unusually-high success rate from post promotion, since other posts received much higher reach than posts on December 1 -- approximately 1,000 persons higher reach from November 14 to November 29 -- but that greater reach did not convert into more page follows. Once again, the page manager should review postings on December 1 to see what posts were most successful, especially among the promoted posts.

Recommendations: Nothing in the data indicates a particularly noticeable increase or decrease in recommendations on any day over the period studied.

Engagement: The most significant aspect of the engagement data is "Sharing," since that is the basis of organic growth. Here, the data indicates that a post published on or shortly before November 25 motivated a relatively large number of people, 18, to share that post. Even the successful sponsored post on or around December 1 motivated relatively little sharing.

Demographics: Overall, the page is most popular with San Diego residents. However, when the relative population of San Diego, Oceanside, Vista, and nearby communities is considered, the page is actually more popular with residents of those cities, along with surrounding communities from as far east as Escondido and as far south as Encinitias. In addition, the page is significantly more popular with men instead of women, by a different of approximately 20%. Finally, although people between age 25 and 44 see posts from the page more than any other age group, and a full 45% of all engagement with the page is among men and women between ages 25 and 44, the 45-54 age group has the highest rate of engagement, generating 25% of total engagements, despite receiving relatively few contacts from the page and its content. If that age group is a key market, the promoted post program should probably be adjusted to reach more people in the 45-54 years age bracket.