Now 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.

How many people are seeing your Page stories?

One thing that really matters is if people actually see your Page stories – right? Insights shows you how many Facebook users are seeing your Page stories in their news feed or on your Page. In the graph below, almost half of the Page’s fans are not getting this Page’s updates in their news feed.

Fortunately, many Facebook users are taking action on what they see (commenting, liking, sharing, etc.), and those actions are seen by their friends:

Viral reach (the number of people who see stories about your Page from their friends) is what Facebook is all about!

Metric: People are talking about your Page

So how many people are talking about your nonprofit? And what are they saying?

You can see a rollup of all these actions on the Insights Dashboard, right above data about the posts you’re publishing.

Knowing how much they’re talking is one thing, but knowing what they’re saying is what’s meaningful. Are they liking your post? Liking your Page? Commenting and sharing?

“Talking About This” includes the following actions:

• Liking your Page
• Liking, commenting on or sharing your Page update
• Commenting on or liking a Sponsored Story
• Answering a Question posted by a Page
• Posting to a Page’s Wall
• RSVPing to an Event hosted by the Page
• Mentioning (or tagging) your Page
• Tagging a person or Page in one of your photos
• Checking in (if you have Facebook Place)

So what metrics should you pay attention to?

In one sense, social media measurement is like using a compass. Both answer three essential questions:

1. How far you are from your destination (our compass includes GPS).
2. When and how you need to change course.
3. When you’ve arrived at your destination.

And now the really important question:

What’s your destination?

The post Which Facebook Insights metrics matter to your nonprofit? appeared first on Socialbrite.

The upgraded Facebook metric tool explained in plain English

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

Two 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.

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).

What does the Page Posts information mean?

Under the graph you’ll see a spreadsheet of your most recent page updates, with information about how Facebook users engaged with that content. Each column can be sorted, and you can even filter by post type at the top left of this spreadsheet (click on “All Post Types” at the top right of the spreadsheet to filter).

Following is the definition for each column:

• Date – The date that your post was published.
• Post – The type of post (post, photo, video, link, platform post) and excerpt.
• Reach – The number of people who saw that update, or the number of times that update was displayed.
• Engaged Users – The number of people who have clicked anywhere on your Post.
• Talking About This – The number of people who have created a story from your Post (see what this includes at the beginning of this article).
• Virality – The number of people your post reached who “talked about it” (Talking about this divided by Reach).

When you click on each number in this report, a small chart will pop up with more detail. These will be covered later this week (subscribe so you don’t miss out!)

What do the Fans, Reach & Talking About This tabs tell me?

• The “Fans” tab displays the same type of information that was displayed in the old Facebook Insights reports. You’ll see demographic info about your fans, how many people have liked your page, how many people have unliked your page, as well as a list of your top sources for fans.
• The “Reach” tab shows you information about who saw any content about your Page. This will include both fans and non-fans.
• The “Talking About This” tab shows you who created a story about your Page.

Do you like the new Insights?

The post How to use the new Facebook Insights appeared first on Socialbrite.

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:

Understanding the breakdown of Daily Active Users

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

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).

What does this tell data me about my fans?

Like any set of data, it always makes more sense in context. The quickest way to get context is to view a time period of at least 30 days.

Two trends that stand out in the above example:

1. Concentration of active fans – You’ll notice that Post Viewers is much higher than Unique Page Views. This means that most of the interactions are from a small group of fans.
2. Creators need reminders – Wall Posts were apparent on days when five or more fans commented on Page posts. This could mean that active fans like to stand out from the crowd with their own ideas.

I’ll be taking a deep dive into Facebook Insights with Charityhowto on May 18th, 2011.

Related

• Facebook Page Insights analytics: Users vs. Interactions
• What does “Active Users” mean in Facebook Page Insights?

The post How to understand Daily Active Users in Facebook Insights appeared first on Socialbrite.

Your 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

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.

Facebook Page Grader

2Facebook Page Grader by Hubspot gives you a percentile ranking of your Page based on the number of likes you have, the power of your network of connections and the completeness of your Page.

Page Insights by Facebook

3Probably the best way to measure your Page is by using your Page Insights. Back in January, I showed you 11 stats you should be tracking. Now, with insights at the post level, you can see what content your connections like.

Which tool should you use?

If you’re looking for a simple score to benchmark your Facebook Page, then both Vitrue’s and Hubspot’s tools will suffice. In fact, it’s a good idea to run your Page through these tools every three to four months to see how scores have improved.

But if you’re serious about understanding how to use Facebook as a business tool for your organization, then get to know Insights. By educating yourself about how people interact with your content, what type of media they prefer, and who they are, you’ll make more intelligent decisions about how to use your Facebook Page.
Comments? Please share below.

Cross-posted from JohnHaydon.com.

Related

• How to use Facebook Insights (Socialbrite)

The post 3 killer tools to measure your Facebook clout appeared first on Socialbrite.