May 30, 2013

The only Facebook metric that really matters

PTAT
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

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