What the New Facebook Insights Mean for Your Social Media Campaign

14 Oct

Yes, it’s true. Facebook has implemented another change to its already chaotic update schedule. However, this update is actually great! Facebook has changed their analytic tools to give page managers more insight into how their Facebook page is performing. They have made it much more aesthetically pleasing for the user. So aside from how it looks, those who record and interpret analytical data are now happier due to the renovations. Let’s talk more about the functionality of the new update.

New Facebook Insights At first glance it does look impressive. Right off the bat, the homepage already gives us more metrics to measure. We now see 4 points of data on the homepage of the new insights. Total Likes is always good to know, but now we can see how many friends of fans there are (possibly soon to be fans of your brand), how many people are talking about your brand (posts, likes, comments, shares), and how many people your updates have reached (how many people have seen content associated with your brand’s Facebook page). These new metrics will give page administrators better insight to how their page is performing and how many people are seeing its content. Below this data, we get a better feel for each individual piece of content posted within a given timeframe. These new analytics will give insight into how engaging the content you post is, as well as how many people are talking about it or sharing your content throughout Facebook.

Facebook Insights NewUnder the Fans section, there is a spot dedicated to the demographics of your current fans. This is no different than what was on the previous version of the insights. The only difference is what lies below these demographics. “Where Your Likes Came From” is a new feature that will let you see how many users un-liked your brand, and when it happened. This will allow page admins to see when their user base declined, and they can possibly figure out why it happened. It also gives you the ability to see where these Likes came from. This will give you a better idea into how people are learning about your brand.

Great Facebook InsightsAnother great feature is in the tab titled “Reach.” Inside this tab, you may see something familiar. Within the Reach tab, you are able to see demographics of who you have reached with your posted content. The difference with fan demographics is that this tab will allow you to see which who has engaged with your content, not just who has Liked your company. This will give excellent insight into which audience is viewing or sharing the content that you post. If you notice this happens to not be your target audience, you can then review your social media plan to see why your target audience or consumer is not being reached. Below these demographics, you can also see which posted content performed the best throughout Facebook. It is sorted into different categories for a much more clear understanding as to how your content reached other people; was it shared by your fans, or did your fans engage your brand in their newsfeed or ticker?  It also gives you an old, yet great feature: allowing you to see which pages were viewed within your Facebook brand page. This is always a good insight because you get a real understanding of where your fans like to spend their time while visiting your brand’s page. The unique visitors will give you an excellent gauge on how many people are repeat visitors to your Facebook page, compared to how many page views you have.

New Updated Facebook InsightThe last tab in the new Facebook insights is “Who’s Talking About This.” This information will give you a look into how many people are mentioning, sharing or posting about your brand to their followers. Although you need to be “talked” about over 30 times to view these analytics within a week period, it will give you a great demographic layout of who is unknowingly being a brand ambassador. This will be a good measurement of how your brand is being discussed throughout Facebook and give you insight into which demographic is mentioning you. Underneath this data, you can see how people are talking about your brand. Is it through a Like? Maybe it is from a photo they tagged of your company. It could even be through a post, a share or a tag. This will give your brand a great understanding of which method people prefer to “talk about you” with.

We are very pleased with the new Facebook insights, and we look forward to seeing how these new metrics grow as the interaction with our company on Facebook grows. All numbers and statistical data were omitted so that you can get a better feel for the layout without eavesdropping on how well we are doing! If you have any comments or rants about the new Facebook insights, please don’t hold back! Tell us how you feel in a comment!

And while we’re at it… check out our Facebook fan page!

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