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

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

November 10, 2011

What Facebook’s hybrid News Feed means for engagement

Ticker and News feed

5 tips to help you take advantage of Facebook’s twin feeds

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

John HaydonFacebook’s enhanced News Feed and Ticker has changed the engagement game for Facebook Page admins. And those who know the rules of the game will be able to get more results simply by shifting strategy.

Facebook now has two News Feeds

Facebook users now have two News Feeds in one — the Ticker and the main News Feed (see image above).

The main News Feed is similar to what we’ve been used to, but “Top Stories” and “Recent” stories are more prevalent. The “Ticker” on the right is a Twitter-like feed of stories published by a user’s Facebook friends. These News Feeds present content in very different ways:

  • The Main News Feed – This includes stories by friends and Pages you’ve liked. “Recent” is simply posts in reverse chronological order. What appears in “Top Stories” is entirely determined by Edgerank.
  • The Ticker – This includes only stories by friends. Your Page only gets exposure if a user is “Talking About” your Page.

How the two News Feeds impact Facebook Pages

According to EdgeRank Checker, soon after Facebook tweaked the News Feed, impressions (the number of times a story is displayed throughout Facebook) were down 25%, but likes and comments were up by 9% and 21% respectively.

This makes sense because when a user engages with your Facebook Page, the Ticker pushes it to all of their friends. Likes and comments can also increase if users see your Page story in their main News Feed.

How to shift your strategy

There are at least five ways you can tweak your current Facebook Page strategy to take advantage of the new News Feed:

  1. Increase your post frequency. To make up for the overall decrease in impressions, post more frequently. Make sure you use Insights to determine how many posts per day work best for your Page.
  2. Create even more engaging content. Posts that have a high EdgeRank will now remain in the News Feed longer.

Continue reading

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