November 4, 2011

Get deep into engagement with the new Facebook Insights

Online engagement
Image by iqoncept for Big Stock

Find out how Facebook can help your nonprofit increase engagement

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

Debra AskanaseIlove the new Facebook Insights. Unlike so many other changes that Facebook has sprung unexpectedly on us, the new Insights is a welcome change. I think it is such a significant change that it is a game-changer in the social media space. If I sound gushy, well, I am. With the new Insights metrics, Facebook is boldly telling the Facebook community and its competitors that the most important social network metric is real online engagement. As I’ve written before, if your page cannot ultimately move people to take action, then your organization is wasting its time with Facebook. Online engagement is how it begins.

Know how engaging your content really is

Everything about the new Facebook Insights is focused on helping page administrators understand how well their page’s content is being received, shared, and talked about within Facebook. No longer do we have to count up Likes, fan posts to walls, and comments on posts, and pull together the online engagement percentage. And what’s more, we can dive deep, very deep, by post. By who is seeing the posts, and where. By how the content is being shared, and what type of content is being shared. That’s just the beginning. The Facebook metric that matters now is engagement. Here are but three examples of how Facebook is highlighting engagement.

Likes vs. PTAT (People Talking About This)

Think about the bold statement Facebook is making when it shows this publicly on every Facebook page, for all to note:

Likes-vs.-PATA

In one glance, which number is more important? With simplicity and sharpness, Facebook turned the Like numbers game into a “how many really care” numbers game. Brilliant. 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

April 1, 2011

13 tutorials to bring your Facebook presence to the next level