Facebook | Indian Social Media Landscape - Part 3 Indian Social Media Landscape

Posts Tagged ‘Facebook’

Time to get in the line

Friday, March 9th, 2012

So the timeline for brands is finally here. After months of speculation about what all will it bring with it, we now know that the platform is all set to undergo another major shift in communication pattern. Emphasis will now be on visual creative and storytelling. We analyze the changes that the platform will see in this article.

Getting Covered

The most noticeable change that anyone would see is the huge space that is going to be available right on top of the page to put up a cover photo. The size of the cover photo is 810×350 pixels. In a way, this is the largest available space that Facebook has ever given a brand to reach out to their audience.

Cover Photo (click on the image to enlarge it)

While this is a big real estate for advertising, Facebook has not allowed brands to have any calls to action in your cover photo. You can’t tell people to like or share your page or have any contact information at all, including your web address, phone number or mailing address.

The highlight of the change

The timeline has also brought about a major alteration in content distribution. The content is now spread in to two columns rather than one single stack up. This means a side by side post will let you prolong your post life a little bit longer than before. Also, all post by people on the page gets segregated into one block which comes on the top most part of the right column.

Highlighted Post (click on the image to enlarge it)

Not only that, like with cover photos, Facebook has now given you the ability to emphasize your story telling with bigger picture. So now, if you want a particular post to garner more views and appear more striking on the page, simply highlight it and the image and the post will spread across the two columns of the page, giving you one big eye catching post.

On pins and needles without landing tab

Yes. You read that right. The landing tab has been eliminated from the new design. The face of the campaign pages, the launch page for competitions and application does not get a look in the new design. What you do get instead is a pinned post.

Pinned post is nothing but a normal post, ideally with a campaign launch creative, which can be pinned to the top of the page. Through this option, this creative will get the top post slot for a period of seven days. The idea is that while you may not be able to get people to land on a particular tab, you can make them notice the main campaign first up. The pinned post comes with a small orange tag on the right top corner.

Pinned Post

This could have been put up on the cover page but then with cover page restriction of no call to action and no communication, that idea gets tossed out. Thus, this makes the pinned post the only alternative for a landing tab.

Every milestone counts

Facebook has always wanted people to document their life by sharing posts, videos and photos. Even relationships and friendships are highlighted in the personal profile. That is what Facebook has brought to the brand timeline.

Documenting the progress of the brand through milestones. The day the brand came in to existence, that new office, the 100^th employee or the letter of appreciation from a famous customer. Facebook wants the brands to narrate those things to its audience. Make it more human than ever before. Audience of the page can directly navigate to a particular year via the timeline.

This is quite literally, Facebook’s way of telling the brand managers to stop worrying about the numbers on the page but building a strong brand. Bring out the history and the emotions associated with the brand before you go looking for the ROI.

Tab dancing

With the new two column layout, the new tab has lost out majorly. The list of tabs and application that was there below the profile picture now gets lost. And almost become invisible. Though they have been moved right under the cover photo, there is a restriction of only 4 tabs to be visible while the rest get demoted into a drop down.

Tabs

Amongst those 4 visible ones, the first one is always going to be that for photos. That leaves only 3 visible tabs for your competitions, applications, likes, notes and all that you want to do. So what will be needed is a more planned approach to launch of applications and campaigns. Making sure that there is no overlap so that each campaign can get a proper display in the tabs.

New Tab Size (click on the image to enlarge it)

Once on the tab, the creative space that the tab gets is now 810 pixels as compare to 510 before. This means there is a lot more space for you to put images and copy. A good brand would use this intelligently.

The Backend

Another change with the Timeline is the location of the Insights. You can now access them by clicking on the Admin Panel in the upper right corner. The Admin Panel has much different navigation than before, but everything appears to be there. From the Admin Page, you can also invite your email contacts, invite friends, share your page and create an ad from the Build Audience drop-down menu.

Insight (click on the image to enlarge it)

One of the capabilities will be to easily request a name change for your page. This name change is the title of your page, not the custom URL you may have set for your page. Great news for people who have changed their company branding, have had a misspelling in the name or have other tweaks they have wanted to make.

Messages

Pages will also have the ability to receive messages from fans. The Message feature can be turned on or off from the Manage Permissions area of the Admin Dashboard. Messages can only be initiated by a fan—they cannot be initiated by the page to a fan. The page can reply to the message sent.

Reaching Out

The ads have got a makeover. They will be larger and come in form of Reach Generator and Premium on Facebook. The Reach Generator is designed to reach more of your existing fans than you currently are reaching through the news feed. Premium on Facebook is designed to distribute your stories to new connections and will be shown on the right side of the home page, in the news feed, in mobile streams and when someone logs out of Facebook. Beta testing has shown that the reach for these products through in line feed push can go up to as high as 80 to 90% of total estimated reach.

With Reach generator, the posts on the wall will be used to reach the audience. That means a higher engagement can be expected through this paid mechanism. This makes the job of page admin that much more important as s/he would need to decide which post should be best used for such a campaign.

In the pipeline

While these are the major changes that have happened as of now, few more features would surely be added in the new system soon. This includes Facebook offers. Facebook Offers are like Facebook Deals on steroids. The post is sent through the news feeds of your fans, which is much more visible. There are easy ways to share the Offer, both through the post itself and then when the Offer is claimed. Fans get the Offer by clicking the Get Offer link

Fan Gating, another standard feature in pre timeline era used to get people to like the page, is currently missing. This is something most experts believe will soon be brought back since it forms a part of loyalty program.

Changes to Facebook have always made brands nervous along with their agencies. But this time around, the nervousness is more about the things that have been dropped out rather than the ones that have been added. But it is clear from all these changes that Facebook wants the brands to build brands on its real estate rather than sell.

Tags:Cover Photo, Facebook, Social Media, Timeline
Posted in Facebook, Social Media, Social Media Marketing | 1 Comment »

Sky is the limit with Social Media

Wednesday, February 22nd, 2012

Aviation industry has always looked at doing things in their marketing plan that can match the service quality that they offer in their flights. With increasing cost of advertising and marketing, innovating in these areas would only add to the ever increasing cost of the industry. Social Media, hence, has emerged as a very feasible platform for the industry.

Getting your routes right

Social Media engagement has allowed airlines to create awareness about their flight route. Effective planning has not only made the brand come out with better recall but also enabled an increased awareness of its network.

Cathay Pacific used Facebook to build awareness about its network with an interesting yet simple ‘Around the World in 80 Days’ contest. Participants were invited to create their flight pattern across the world in 80 days using the airlines network and one lucky winner was rewarded with their plan. The contest not only generated a lot of buzz about the airlines but also helped in increasing the airlines recall value in previously unknown sectors.

Cathay Pacific ‘Around the World in 80 Days’ Contest

Friendly Flier

The idea of getting onto social media is to reach out to as many probable customers as possible and what better way to do that by crowd sourcing your customers. Cebu Pacific invited people on its page to fill an entire aircraft with friends and the ones who filled the aircraft in the shortest possible time were given a free flight to a chosen destination.

The campaign saw an exponential increase in the number of participants. And a sharp hike in the brand likeability quotient. What it also did in the process was give the airlines a lot of probable customers which was at the core of any campaign.

Cebu Pacific ‘Fly One, Fly All, Fly Free’ Campaign

Lift off before take off

KLM airlines realized that a flight experience starts way before the passenger boards the aircraft. The journey begins the moment the flier reaches the airport. The Dutch airline’s ‘Surprise campaign’ aimed at delighting passengers in a most unconventional way. Customers checking into the airport through either Foursquare or twitter were handed over surprise gifts ranging from champagne, city guides, travel related gifts etc. The ‘happiness album’ was later uploaded on Facebook for their friends to see.

KLM ‘Surprise’ Campaign

The result of this camapign was phenominal. ‎By reaching out to just 28 passengers in 3 weeks, over a million social media impressions were generated! The campaign was rated amongst one of the best social media campaigns of the year. It also propelled the image of airlines sky high.

In flight entertainment

While a lot of airlines decide to go the extra mile with their in-flight entertainment, few would have thought of the route taken by Finnair. On board their flight from Helsinki to New Delhi on 26^th January 2012, the flight attendants broke into an impromptu dance on a hindi song, dressed in indian costume and matching every step from a bollywood movie. A video was shot soon after take off was duly uploaded in no time on various social media platforms.

Celebrating Indian Republic Day on board Finnair

The result was an astonishing 4.4 million hits in less than a month. Now, that’s some mileage the airlines attained with the least possible investment. It also endeared the brands to many Indians traveling to Europe.

Ground Control

Lots of airports have also jumped onto the social media bandwagon. They realize the opportunity to interact with the fliers and getting crowd sourced information about the maintenance of the terminal was never so easy.

Delhi Airport Facebook Update

It also gave the terminals an opportunity to become a friendlier place than the earlier notion of a cold garish cube structure where people only came in to go out as quickly as possible. With the terminals changing in the way they operate, the platform provides these establishments a way to inform the travelers about all the possible luxuries and opportunities that await them while they are in the terminal.

Touch Down

With the aviation sector looking in every possible direction to cut cost, social media provides them with a tool that can help them reach out to a lot more customers at much lower cost. It also provides them with the opportunity to extend the brand association from just a few hours of flying to a much longer duration, thus, enhancing the brand recall.

Tags:Airlines, Airports, Aviation, Cathay Pacific, Delhi, Facebook, Finnair, Foursquare, KLM
Posted in Brand Promotion, Social Media, Social Media Marketing | No Comments »

Killing The Messenger

Monday, January 23rd, 2012

Over the past few months, the netizens have been irked about various developments surrounding the much talked about Anti piracy acts and censorship debate. Leading the pack are PIPA and SOPA. Various other issues have also cropped up on similar lines. Concerns pertaining to censorship of social media in India being one of them. For the ease of understanding let’s break them down and do a quick recap on what has been causing the stir in the cyber space.

The PIPA-SOPA effect

PIPA (Protect Intellectual Property Act) and SOPA (Stop Online Piracy Act) were both bills introduced in the US Congress. Introduced by Patrick Leahy on May 12, 2011, PIPA is a law enactment (awaiting a sanction) that aims at providing the US government and copyright holders with additional tools to combat websites that cater to infringement or counterfeiting goods, especially outside the US.

Support against PIPA & SOPA

The PROTECT IP Act says that an "information location tool shall take technically feasible and reasonable measures, as expeditiously as possible, to remove or disable access to the Internet site associated with the domain name set forth in the order. In addition, it must delete all hyperlinks to the offending "Internet site"

The Stop Online Privacy Act was introduced by Lamar S. Smith on October 26, 2011 on the lines of the previously launched PIPA months ago. This bill was propounded with similar aims to fight online trafficking in contented Intellectual Property and counterfeited goods. Provisions include the requesting of court orders to bar advertising networks and payment facilities from conducting business with infringing websites, and search engines from linking to the sites, and court orders requiring Internet service providers to block access to the sites. The law would expand existing criminal laws to include unauthorized streaming of copyright material, imposing a maximum penalty of five years in prison.

What followed next and what’s lying ahead:

Aided by a visible support from entertainment related groups like the MPAA (Motion Picture Association of America) and National Music Publishers Association, major pharmaceutical corporations, etc. along with the U.S. Chamber of Commerce and other law enforcement agencies, the PIPA and SOPA picked up steam. But was quickly opposed by a widespread opposition from the biggies of the internet namely, Wikipedia, Facebook, Google, Amazon.com, Yahoo!, Twitter et al.

In the weeks that followed, things seemed to have stalled for the activists. Wikipedia (English) called for a blanket ban on what the world would be like without access to free knowledge. Google also did their bit by creating a dedicated landing page (with a blackened logo) on 18^th of January, 2011, the day to be remembered in recent times as the day the internet went dark. Social networking giant Facebook voiced its concern over the Act considering the huge user base of Facebook and taking into account that majority of them are based outside the geographical boundary of USA. It stated it is a nearly impossible task to monitor what a single user is uploading. Facebook and many other social networking sites are platforms and not content filtering sites.

Wikipedia Blackout on 18th January as a support to ban PIPA & SOPA

A recent setback of sorts was Twitter’s (a youth oriented social networking platform that has in its basic fabric, promoting freedom of expression, 140 characters at a time) has now put a system in a place to have region specific censorship of its tweets. Considering the fresh infusion of US$ 300 million from a Saudi investment holding company one could only speculate why. This rather surprising move by twitter was opposed by major activists like those based out of Egypt and Libya where Twitter played a major role in ousting the then existing government tyranny just about a year ago. Also, a Twitter blackout day was observed on January 28^th, 2012 to protest against Twitters decision.

On the Indian shores

Closer home, In India, the limited but an ever growing internet audience is fighting its own battle against the government’s censorship policy that has proposals to add more clauses in the Information Technology (IT) Act specifically targeting the content that is posted online on social networking sites at large. This includes previously enlisted clauses like monitoring of digital signatures, security and hacking.

Following a string of posts that have surfaced up lately on various social networking websites like Facebook, Twitter, ibibo etc. where strong sentiments are made vocal by exploiting various tools like pictures, videos, updates, notes, tweets etc. the government is looking to pull the chord on the social media platforms.

This has made some 80 million Indians very unhappy. With all the censorship and the unrest that has been going on with various people led campaigns and the support garnered through social media, this has been taken as a way of governments attempt at curtailing the fundamental right of freedom to expression. Many have suggested that such a step is like killing the messenger.

Social Media Censorship Ban

Cause for concern?

For any brand, such a step of preventing free speech or even an open platform for expression is a cause of concern. No other platform gives you such easy access to more than a billion people with such little investment. Although PIPA and SOPA acts have been put to rest for now, the fight in India is still going on. Many have said that the Indian government cannot take a totalitarian stand like China.

Also, the government of India would have better sense to go back to 80s when foreign MNCs were asked to leave the country. With Facebook IPO just round the corner, killing investment opportunities with such giants would eventually harm the country’s economics. Something which the government can’t afford.

Tags:Facebook, Google, Internet Censorship, PIPA, social networking, SOPA, Twitter, Wikipedia
Posted in Social Media | No Comments »

FACEBOOK RIP? NOT SO FAST…

Sunday, January 1st, 2012

No less than TIME magazine themselves asked whether Facebook is on a decline. While I understand it’s fashionable to ask whether products that are seemingly approaching the plateau of their product life cycle – are dying out, I do not think Facebook’s going anywhere.

And why? (I like to analyse questions like these from an emprical and this-is-how-we-work way rather than cull out numbers, graphs and stats that can be used to say anything)

1. It’s become our Flickr and Picasa: Apart from professional photographers and enthusiasts who benefit from pro features, I can’t recall too many people using either service anymore. Let me put it this way – you’re just back after a vacation. Or a friend’s birthday party. Or just transferring photos you’ve taken using your phone cam. What do you do with them? My guess is, Facebook and tag. And one doesn’t need stats to say how important photos are to the Facebook experience.

2. It’s too well entrenched in the ecosystem: Ecosystems will always survive. Or rather, killing them off is more difficult. Cases in point – Apple’s iPod-iTunes Store, Kindle-Kindle Store-third party sites (like Kindlefeeder). This is why these products will always have an edge over say, a Philips MP3 player or Barnes & Noble’s Nook. And really, it’s hard to picture a website that’s so well placed itself across the web as much as Facebook. From Like buttons on your favourite sports websites, to Fanboxes on your favourite brand page. Companies too, are rapidly reaching the point where the number of people on their Facebook page is akin to ‘mine’s bigger than yours’.

3. Facebook adapts: Some would say a little too well, with way too many changes made in the last year alone. But that’s a good sign – one of constant evolution. The news feed allows you to filter things out, and is increasingly delivering feeds of friends and pages you really interact with. Photo tagging has become stunningly easier. Design changes make Facebook so well integrated with your life. If there’s a trend happening on social media, I don’t think Zuck’s got a team of people who’re going to be clueless. If worldwide, people stop sharing links, then Facebook will change accordingly. Facebook’s shown that it’s not scared to kill off features that it feels are no longer required.

4. Facebook backs itself: Sure, it takes a lot of user feedback into consideration, we’re sure, but you’ve got to hand it to them – they back themselves. I see a lot of Steve Jobs’ old philosophies here – including the legendary “It’s not the consumer’s job to know what he wants.”

5. What, we’ve got to shift again?: No matter what happens in the online space, I cannot fathom us not having thousands of our photos online, a space to pimp our blogposts and a place to be connected (in a level at least one step above email) to our friends. If Facebook goes away, where do we do all this? I definitely do not envision ANOTHER social networking site (heck, we just got over hi5, Orkut and Myspace). Neither is Twitter going to steal FB’s audience. People are comfortable with Facebook, and I cannot see the network migration happening again. Not for a long, long time.

We’ve seen how loath people are to shifting to a new networking site, one even with the money and user data of Google. One popular cartoon shows how to post on social networking sites using a flowchart. One arrow, answering ‘No’ to ‘Do you want anyone to see the update?’ points to Google+.

Go ahead and post that update and water those plants. Facebook ain’t going anywhere.

Tags:Facebook, Flickr, ipod, kindle, Picasa, Social Media
Posted in Facebook, Social Media, Social Media Marketing | No Comments »

Google+ lures the brands, finally!!

Monday, November 21st, 2011

After much anticipation, Google finally allowed brands to create their pages on Google+ social network earlier this month. With lots of pre-launch speculation as to features, functionality and the impact Google+ Pages for brands could have on search and on Facebook pages, many brands will surely be very very excited to make their presence felt on the latest social media platform. An early adoption may boost the brand numbers in short run but a close look is a must before diving in.

While it will be essential that brands make the most of the functionalities and features available to add something new and fresh to their social media user experience, emphasis will also be on the way they integrate their approach to social media and SEO which would be a very important element of Google+ pages.

Impact on brand search

Knowing Google, it would have been hard to believe that they would not have used their core product to jump start the Google+ page promotion. Google search is the single largest provider of information on the net today and not using it to its benefit would simply not make sense. Thus, the new Direct Connect feature – a feature that will enable users to search for brand pages within the Google search page by simply adding ‘+’ before their search has been established. This not only gives a great boost to the brand page but also thumps Facebook page search abilities which are far more complex.

Google Search for a Google+ page of Pepsi

Also, the tie-in between +1’s and brand page content will be a very important search engine optimization tool now. It is widely thought that content receiving +1’s, whether this is inside the Google+ platform or indeed on a brand’s own website, will appear considerably higher in organic searches. Additionally, when a user is logged-in to their Google+ account, Google also takes the +1’s of both the user and their connections/circles into account when delivering the search results it serves to users. Essentially, Google is assigning weight to social recommendations through Google+ as a metric of content quality and relevance to the user, making search results more personalized in a way we have not seen before.

The clean and clear advantage

The Google+ page retains a very bright, big colorful layout. It feels less “narrow” than Facebook, and one does not have to scroll down so much to see previous conversations. This makes photos a lot easier to view, also, with an easy-to-spot conversation bubble to notify which photos had comments attached to them. There’s just something about that clean design that is a breath of fresh air from the ad-and-content-cluttered Twitter and Facebook.

A clean and crisp page layout

On first look, Google+ brand pages may look remarkably similar to the layout we have come to know and love on Facebook. However, it is in the additional visual features available beneath the surface where things start to come to life on Google+. Like the dynamic profile pic option that changes every time you click on it or the animated header profile picture gallery, Google has added stuff that are nice and pleasant on the eye.

Another Wave

Google wave may have died but Google has introduced Ripples! It shows, in a web diagram, how a content piece has been shared, who are the main influencers on the page, and other fascinating statistics that one can’t find anywhere else.

Google Ripple

This helps in making the page a lot more convenient and easier to interpret. Add to this, the Hangout feature will surely help bring down the gap between the brand and the people who follow it. A direct interaction with those who run the brand will only serve to establish a better relationship.

Not yet there

While a direct connect and a straight link to YouTube will add to Google+ pages advantages, the lack of APIs will hurt as much. Facebook was not just a standalone platform. It was a ground to work on. It has helped make industries out of game makers and application developers. How Google+ pages counter that is yet to be seen.

Also, the strict policy of not allowing and contest or promotion on the page is a hurdle. One cannot ignore the fact that promotions and offer are key to social media marketing in our region. Thus, while it makes sense to give Google+ a thought, a wait and watch approach may give a clearer picture to the brand managers.

Click here to read more about Google +

Tags:Brand Promotion, Direct Connect, Facebook, Google, Pages, Plus, Ripple, Twitter
Posted in Brand Promotion, Social Media, Social Media Marketing | No Comments »

Insight in to new Facebook Insights: Part II

Tuesday, November 1st, 2011

Insight in to new Facebook Insights Part I

Continuing our discovery of the new Facebook Insights, we would now look at growth measurement tools that have been incorporated.

Section 3: Growth Measurement

3.1 Like Sources

Facebook included Like sources in the previous iteration of analytics, but this is now more advanced. This number used to be fairly arbitrary as organic Like sources within Facebook were simply expressed as ‘unknown’:

This has now been expanded upon to give a much more accurate view of how people are not only finding the Page, but also how they Like it. Importantly, this is split down for the different functionalities within Facebook. So, for example, one can now see how many Likes the page is getting as a result of another Page posting a link to the brand Page :

3.2 Demographic Reach

While Facebook offered access to the demographic breakdown of fans, now it gives the admins the ability to see the demographic breakdown of active fans. This shows information on age, gender and location for anyone that was exposed to the content, whether they are a fan of the Page or not. As this gives a more accurate indication of who is actually engaging with the content, one might find that if the demographic breakdown here is different to the demographic breakdown of the fans, then you need to adjust the content to better suit these engaged fans.

3.3 How you reached people?

This graph will allow admins to plot different visits to the Page based on how people were exposed to it. That is to say that if most people are finding the Page through ads, then there is a need to improve the organic content.

3.3.1

Another insight is ‘unique users by frequency’ that gives the average number of times someone engaged with a piece of content. So, for example, one can now see how many people were engaged with your content once, versus the number of people who were engaged with the content 3 times. This counts people that viewed the content, as opposed to commenting or Liking for example.

Verdict:

Overall it seems that Facebook has really jazzed up their insights with tools that give more or less a complete picture of the expanse to which the page admin can monitor developments without having to rely on external softwares. The various new tabs, sub tabs and sections introduced give a real time happening about the brand’s engagement with not only its primary audience (users) but the secondary audience too.

This development also means that as an owner one can gather various data and analytics and determine the course of the page. What kind of content is a hit with the users, what’s not, what will perhaps be received with much enthusiasm, by whom, how etc.

With features such as the Timeline and Subscribers already gaining popularity, carefully integrating the insights with these could only spell wonders for brands. Of course, it does not take away the fact that it becomes a little too complicated from a strategic viewpoint and the results are yet to be seen.

Tags:Facebook, Facebook Pages, Frequency, Growth, Insights, Likes, Posts, Reach, Virality, Visits
Posted in Facebook, Social Media, Social Media Marketing, Social Media Research, Target Audience | 1 Comment »

Insight in to new Facebook Insights: Part I

Tuesday, November 1st, 2011

Facebook Insights had always been a handy tool for page owners irrespective of the size they command. It always provided information about how to make the page even better. Last month Facebook launched a new version of Facebook Insight. Many had speculated it to be a paid service, but so far Facebook is not charging anyone. Here is a look at how the insights have evolved.

Section 1: Reach Measurement

1.1 Friends of Fans

Facebook advertising provides the option to target friends of fans. Essentially this means that the ad will only be shown to friends of people already on the brand page. Now through Page Insights, one can see the total reach of ‘friends of fans’. This is an important number to keep an eye on, as it will ensure that when someone engages with a piece of content on the Page, their friends are being alerted to it. It gives a more accurate reflection of your ‘ambient’ audience. i.e. those who might not be fans of your Page themselves (as this number excludes current fans) but who may have been exposed to your message :

1.2 People Talking About This

This is the most hyped feature that Facebook has introduced. It gives a figure, for the time period that one selects, of the number of times a post was generated about the Page, including links in personal profiles, or posts in which the Page has been tagged in.

Within this new metric, one can see a demographic breakdown of people who are talking about the Page by age, gender and location. One can also compare the viral reach (the number of people who saw your Page), compared to ‘talking about this’ (the number of people who actively created a story). As reach just takes into account people that were exposed to your content, this figure will always be a lot higher than those people talking about it. Individual ‘story’ can be compared, for example the number of times someone tagged the page in a post or photo:

1.3 Weekly Total Reach

Earlier for a post on Facebook Page one could see the individual number of impressions, but not the cumulative total. Now Facebook has introduced a feature that gives the weekly total reach, which is the number of times someone has been exposed to the Page, either through a post, a friend commenting, or through an ad. One can see the percentage change over time, thus, if there is increase in fans but the reach is going down, brand may need to think about creating more engaging content, so as to grow organically:

Section 2: Post Insights

2.1 How viral is a post?

Facebook ranks the posts in order of engagement, as before, but this has been massively expanded on. Now, ranks also show a number of different metrics, which cover : Reach (the total number of people that saw your post) ; Engaged Users (people who interacted with the post in some way, such as clicking on the post in their newsfeed or leaving a comment) ; Talking About This (the number of people who have created a ‘story’ from your post, such as leaving a reply or sharing with friends) and Virality which is slightly more complex. The ‘virality’ of a post is expressed as a percentage of people that created a story about the post, against the total reach. Seeing the posts in this way allows brands to see the content that clearly worked, or didn’t work:

2.1.1

One can then expand on a particular figure, to get more detailed insights. Clicking on ‘reach’ reveals a breakdown of whether that reach came directly from your Page activity, Facebook Ads, or whether it was viral (fans generating stories)

2.1.2

Clicking on ‘engaged users’ shows: Other clicks (clicks on other parts of the post, such as the name of the person that posted it) ; Link clicks (the number of clicks in a link on your post) ; the number of stories generated from the post, by fans :

2.1.3

Clicking on ‘talking about this’ allows people to see whether these stories generated were someone who likes the post or sharing it:

Click here to read part two of this post.

Tags:Facebook, Facebook Pages, Frequency, Growth, Insights, Likes, Posts, Reach, Virality, Visits
Posted in Facebook, Social Media, Social Media Marketing, Target Audience | 2 Comments »

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