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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 :