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.

numbers-that-dont-matter

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 26, 2011

How to use the new Facebook Insights

Insights-location

The upgraded Facebook metric tool explained in plain English

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, social media managers, individuals.

John HaydonTwo weeks ago, Facebook launched a completely new version of Facebook Page Insights along with several new metrics.

Some of the new metrics include:

  • People Talking About This – This is the number of people who engage with your Page and includes users who have liked your Page, commented on or shared a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page.
  • Friends of Fans – This is the total number of friends all your fans have.
  • Reach – The number of people who have seen content associated with your Page.
  • Virality – The percent of people who saw a story from your Page and “talked about it.”

How to access Insights on your Facebook Page

You can access your Facebook Page Insights directly under your Facebook Page’s main image in the sidebar (FYI – this tab can only be viewed by Page admins).

When you click on the Insights icon (see image above), you’ll go directly to an overview of analytics for your Facebook page. You’ll also notice that three sub-tabs have appeared in the sidebar: “Fans,” “Reach” and “Talking About This.”

Making sense of your Page overview

The first tab you’ll see when you click on Insights is an overview of your Page. This tab shows you the day-to-day information you need to know as a page administrator.

Insight-tabs

What do those four numbers at the top mean?

Those four numbers at the very top of this page are the most current snapshot of your page. Following is the definition for each number:

  • Total Likes – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.
  • Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. This number is more useful if you are running a Facebook Sponsored Like Story because it would be the total number of people who could see that ad. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
  • People Talking About This – This is the number of people who engaged with your Page over the past seven days and includes users who liked your Page, commented on or shared a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
  • Weekly Total Reach – This is the number of people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) over the past seven days. The percent increase or decrease next to this number is a comparison with the previous seven-day period.

Underneath these four numbers you’ll see a graph with rolling weekly numbers for “Talking About This” and “Weekly Total Reach” for the past month. You’ll also see dots for each day that you’ve posted to your page (dot size indicates the number of posts for that day). Continue reading

May 6, 2011

How to understand Daily Active Users in Facebook Insights

John HaydonWe’ve already looked at seven different ways that people interact with your Facebook Page.

Facebook Insights allows you to view daily interactions by type in a report called “Daily Active Users Breakdown.”

This report can be found by selecting the “Users” report on the left-hand side of your Insights panel:

Facebook Insights

Understanding the breakdown of Daily Active Users

Halfway down the Users report, you’ll find the Daily Active Users Breakdown chart:

Facebook-Insights

This chart provides daily numbers on five different stats. Mousing over any data point in this chart will allow you to see details for a specific day.

  • Unique Page Views – This is the number of users per day that have viewed your Page.
  • Post Views – This is the number of people per day who have viewed your posts. This number is typically higher than the other data points because posts receive a large amount of exposure in news feeds.
  • Liked a Post – The number of unique fans per day who have liked a post.
  • Commented on a Post – The number of unique fans per day who have commented on a post.
  • Wall Posts – This is the number of unique fans who have posted to your Page (includes updates, photos, videos, links).
  • Continue reading

May 30, 2010

3 killer tools to measure your Facebook clout

Facebook measure

John HaydonYour organization created a Facebook Page a few months ago. You’ve employed a few creative strategies to build up connections on your Page, increase engagement and have even used it to promote a fundraising event.

But you know that for the most part, you’ve been winging it. And you know that if you had better info about the impact of your efforts on Facebook, you’d get even more love. Or at least you’d get more like.

Four critical questions for Facebook marketers

Once you have clear goals for what you want out of Facebook, you should be able to clearly answer four questions:

  1. How far are we from our goal?
  2. How can we more effectively reach our goal?
  3. What tactics worked?
  4. What tactics wasted time?

There are three tools that can give you answers to these questions.

Facebook Social Page Evaluator

Facebook Page Grader

1The Social Page Evaluator by Vitrue looks at the number of people who have liked your Pages and your post quality. It shows your current effectiveness on Facebook vs. your potential, although it’s not clear how a Page’s potential is calculated. You can get this type of data – and more – from Facebook Page insights (see number three — only Page admins can view this data). What makes this killer is that you can adjust your earned media value using a slider. Continue reading