Learning Facebook: Insights and Out

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Very soon Facebook will be launching the new Page Insights, specifically designed for Page Owners who use Facebook as a marketing tool to measure the size and engagement of their audience. With the new Insights information easily accessible, Page Owners will be able to see how their posts, blogs, questions, ‘likes’ and fans affect the total marketing performance of their businesses and services page.

What You Need to Know About Insights

The Insights information will be collected and provided in four metrics:

  • Total Likes – The number of people who like your Page
  • Friends of Fans – The number of people who are friends with your fans, including your current fans
  • People Talking About This – The number of people who have created a story about your Page in the last seven days
  • Weekly Total Reach – The number of people who have seen any content associated with your Page in the last seven days

The data will be available in the dashboard of the page or can be exported to the file formats .xls and .csv and can be selected within the date range you choose. The two metrics, Total Likes and People Talking About This will be visible to anyone visiting any Page so it is key to keep up with regular posting and engaging with Fans, because everyone will see!

Publishing Strategy

As important as it is to stay interacted with Fans and to be consistent about posting blogs, pictures, questions, etc, it is just as important to know what the Fans are most interested in that you share with them. With the new Page Insights, there is a section designated to your posts and the feedback from Fans. Here the post and date of the post will be listed along with:

  • Reach – the number of people who have seen your post
  • 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 – linking, commenting, sharing, answering a question, responding to an event –  from your Post
  • Virality – the number of people who have created a story from your Page post as a percentage of the people who have seen it

The information from this section, also available in graphs, will help narrow in on what is most interesting to the Fan and what they engage in the most whether it be posts about topics of the industry, pictures of products, questions asked of an opinion, etc. There is no end to what you can provide your Fans and from this Page Insights data, you will now know what is the most effective at catching their attention, specifically to your Page.

Know Your Audience

Page Insights will also have tabs: ‘Fans’, ‘Reach’, and ‘Talking About This’ that will allow Page Owners to learn more about who is interested in their page by not only their preferences in your activity but to where your Fans are located. The tabs will allow insight into who your fans are as to demographics and location. The fans are broken down into six age categories, gender as well as countries, cities, and languages and further categorized into the tabs:

  • Fans Tab – who your fans are and how you acquired them. Page ‘likes’ are broken into the categories New Likes, Unlikes, and Like Sources: on your page itself, the news feed, ticker story, ads or sponsored stories, Facebook recommendations, mobile devices, other pages that like your page, timeline edit, page browser, like box or like button, new user wizard, admin registration, and admin invite.
  • Reach Tab – who you are reaching and how you did so whether the organic, paid or viral channels. A frequency graph available shows number of people who saw your Page in last seven days and how many times during the day. A ‘Visits to Your Page’ graph breaks visits into two categories: total number of page views and unique visitors.
  • Talking About This Tab  – helps the Page Owner understand who is talking about their Page and what types of stories are being told to friends. The graphs ‘Talking About This’ and ‘Viral Reach’ show the number of unique people who have created or published a story by a friend about your Page for last seven days, within a selected date range.

Using This Information Wisely

There is going to be a whole lot of data available to Page Owners who use Facebook as a vital part of their online marketing campaign. Using this information wisely, as well as often, is not only going to boost their presence on the popular social media site but ensure that when Fans are seeing their Page, they are seeing the content that matters the most to what they care about.

Author turnthepage

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  • Nick Sallas says:

    I am very pleased that Facebook is adding analytics like this to Facebook. My business puts a lot of effort and energy into our business page and it has paid off in increased sales and profits (along with all the other Social Media that Turn the Page has advised us to engage with). With 573 LIKES (at the time of this posting), having the information that Facebook with provide will allow us to specifically target our market with regard to where we spend more time and energy. I know I’ll always be able to keep up with what changes are on the horizon being a client of your firm.

  • Really interesting. Facebook is so powerful for my business. I hope this will continue in a positive direction.

  • Rob,
    Very interesting information. They seem to be copying Google Places, and Analytics. When will they roll this out. Thanks for the info.
    Rich

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