July 15, 2013

Understanding the big changes to Facebook Insights

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Facebook administrators.

John HaydonAfew days ago Facebook rolled out a new look to Facebook Insights, including some important changes to its metrics reports. Note that it sometimes takes days, even weeks, for such updates to take effect on all 1 billion Facebook accounts.

In the 10-minute video above, I’ll step you through the changes and what they mean for your organization or nonprofit. Specifically, you’ll learn about all the changes to five main reports:

  1. Overview: Get a 7-day snapshot of the most important activity on your page.
  2. Page Likes: See net likes over time and where your likes come from.
  3. Page Reach: See how many people are seeing your posts over time.
  4. Page Posts: See how people are engaging with your posts.
  5. People: See how your fans are similar and different from people who see and/or engage with your posts.

Continue reading

May 30, 2013

The only Facebook metric that really matters

Photo courtesy of ChFagerland (Creative Commons)

Why the end goal is to get people talking

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers.

John HaydonForrester recently published research proving, yet again, that people overwhelmingly trust what their friends say about a brand.  And they rarely trust what brands say about themselves.

If we apply this to Facebook, it means that your community talking about you is much more powerful than you talking about yourself.

This is why People Talking About This (PTAT) is the ultimate metric on Facebook. Continue reading

July 11, 2012

Facebook engagement: What does the evidence show?

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Facebook page administrators.

John HaydonThe great thing about Facebook is that what works and what doesn’t work can be measured very specifically. And there’s probably nobody more experienced in the science of social media than Dan Zarrella.

Dan recently published an infographic based on more than 1.3 million Facebook updates from the top 10,000 pages.

Here are a few things that stand out:

Photos get the most likes and shares

On your Facebook Page, you can publish updates, videos, photos and links. Of these four type of content, photos get the most likes and shares (as shown below).

Positive or negative is better than neutral

Facebook users want you to pick a side. Take a stand! For or against!

As shown below, posts with a high positive sentiment get more likes,  while posts with a high negative sentiment get more comments. Continue reading

December 7, 2011

Which Facebook Insights metrics matter to your nonprofit?

Target audience: Nonprofits, foundations, NGOs, cause organizations, businesses, brands, social media managers, Web publishers, individuals.

John HaydonNow that Facebook has rolled out the new Insights to all Pages, you’re probably wondering what some of these new metrics mean.

But you’re also wondering which ones really matter.

Yes, you can still view how many fans you have, and you can even see how many collective friends your fans have! But these numbers really don’t matter if no one cares about your organization.


The Insights metrics that matter

Some of you might be saying: “Yeah, but this Page has over 3,000 fans!” Still others might be saying “3,000 is nothing…We have over 50,000 fans.” Whether you have 3,000 fans or 50,000 means nothing if:

1. No one’s seeing any of your Page stories.
2. No one’s talking about your organization.
3. No one’s telling their friends. Continue reading

October 14, 2011

Inside the upgrades to Facebook & Delicious

New Delicious

What you need to know about recent changes to two key social networks

Target audience: Nonprofits, NGOs, cause organizations, businesses, brands, Web publishers, bloggers, educators, social media managers, individuals.

Debra AskanaseThe social media landscape continually evolves, and it’s hard to keep up with all the changes. Platforms and apps I know and love suddenly have new capabilities, add-ons and new wrinkles. In this new feature, “New and Improved on the Social Web,” I’ll be highlighting some of the latest changes to social media platforms, apps and tools, and commenting on their implications. Let’s start by tackling the recent changes to Delicious (social bookmarking) and Facebook.

Delicious stacks

Delicious, the social bookmarking site — acquired not long ago by the founders of YouTube — just rolled out a completely new Web interface as well as a new product, Delicious stacks. The new interface is fun and updated and brings the brand experience in line with today’s Web experience and expectations. While Delicious has always enabled users to bookmark, tag and publicly share bookmarked URLs and tags, users were not able to compile sharable topic areas. The new feature, Stacks, is Delicious’ version of publicly curated content streams. Any Delicious user may create a topic (called a stack) and add links from around the web to create a stack of the topic. Delicious users can follow stacks, share stacks with others and save individual links within others’ stacks.

With the stacks rollout, Delicious is clearly trying to be a player in the content curation trend. If this succeeds, stacks could easily compete with other curation tools such as Google Reader, scoop.it and Pearltrees.


Open commenting allowed on Facebook pages

Facebook announced a lot of upcoming changes at their F8 developer conference in September. Some of those changes are rolling out now, with implications for your organization’s page.

One of the more significant changes to your page is that any Facebook user can comment on your posts and on your wall, without Liking the page first. Just as you had previously managed your settings to allow fans to write or post content to your Facebook wall, the new permission allows “users” to do so. One note: this is a change that you can opt out of – if you allowed fans to post, the new settings automatically allow any Facebook user to post. Continue reading