New Facebook Page Insights - Measuring the REAL impact of your Facebook Marketing

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 “The name of the game is engagement, reach, amplification.” (Tweet This)

Facebook has just introduced their latest version of Page Insights.  

With Pages Insights, you can:

  • Understand the performance of your Page;
  • Learn which content resonates with your audience; and
  • Optimize how you publish to your audience so that people will tell their friends about you¹

Here is a breakdown of a few key metrics to get you started with Page Insights –

New “Talking about This” Metric 

Talking is a term that refers to any action from a user that creates a story in the News Feed

Here is a list of examples;

  • Liked your Page
  • Liked, commented on, or shared your Page post
  • Answered a Question you’ve asked
  • Responded to your event
  • Mentioned your Page
  • Tagged your Page in a photo
  • Checked in or recommended your Place

 

This metric is displayed in two ways; Page level and Post level.

  • Page Level – How many people are “talking” about your page in the last 7 days.
  • Post Level – How many people are “talking” about a particular post.

At a page level, the Talking about This metric is a useful way to get a quick snapshot of your pages activity.

If you’re interested in doing an in-depth analysis of what really gets people to engage, I would recommend drilling down to the post level to review each post individually.

Quick Tip: Make a list of your top 5 “talked” about post, do more of that. Make a list of your least 5 “talked” about post, do less of that.

Friends of Fans Network

The Friends of Fans: The number of unique people who are friends with your fans, including your current fans.²

This metric gives us insight into the potential reach we have when we simply engage our current fan base.

To be able to tap into the vast Friend of Fan network, we must first engage with our current fans.

comScore released an excellent white paper on this topic. The chart below illustrates the effect Fans can have over their friends when it comes to visiting a brands website.

Quick Tip: If you can ignite meaningful conversations with your current fan base, you not only influence them, you can influence their friends.

 

Reach and Frequency

Reach and Frequency are two key metrics used in measuring the effectiveness of your marketing strategy.

  • Reach – How many people are seeing your brand messages.
  • Frequency – How often are they seeing it in a defined period of time.
There are 3 ways to reach users on Facebook:
  • Organically;
  • Through Paid Ads; and
  • Virally
In addition to measuring how we reach people, we can also measure how often we are reaching our users through the Frequency metric.  I’d recommend changing the time of day in which you normally post. Does this result in reaching more people, more often or less?

Test.

 

New Post Level Insights: 

We no longer have to guess what is resonating with our fans, we can now analyze our posting history and find out what’s working and what’s not.

Under Page Post > you can analyze your post going back to 7/19/2011.

You can sort posts by:

  • Date
  • Post Type
  • Reach
  • Engage Users
  • Talking About This
  • Virality

A very powerful metric that is worth monitoring is Engage Users.

The overwhelming majority of users who see our stories do not comment, like or share them.  This metric now gives us insight to what this silent majority (lurkers) is actually doing.

It is easy for us to monitor clicks, video plays, photo views and other types of interactions; such as click on a timestamp.

 

Why does Engagement matter?

 

The goal of analyzing our Page Insights is to gain a better understand of what our fans deeply care about.

Once we understand what that is, we can begin to share more engaging content.

More Engagement Content leads to New Conversations

New Conversations leads to New Relationships

New Relationships leads to New Business.

 

 

A Personal Note from Jimmy 

I’m hosting a free training session on 15 Big Facebook Mistakes and How to Avoid them on Thursday Oct 13th at 2pm EST – You can register for the event here – Facebook Training Webinar

¹ Facebook Page Insights http://ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf