FacebookInsightsPOVDec15

8/3/2019 FacebookInsightsPOVDec15

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POV: FACEBOOK INSIGHTS

Version 1.0 December 15, 2011


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OVERVIEW

As of December 15, 2011 current FacebookInsightswill no longer be updated

or supported (the old data will even be deleted in early 2012). FacebookBrand Page metrics will now come from the new engagement-basedanalytics, released at F8 this year. This POV will review the major changes to

they way brands can track Facebook efforts and provide implications of each.

- Engagement becomes an even more important variable in the somewhatmysterious Facebook newsfeed algorithms.- Facebook has adjusted the way it tracks and reports on your page andcontent to better focus on this shift.

- Smart marketers will use this new data to optimize content publishing formaximum engagement and resulting buzz

THE (NEW) MAIN DASHBOARD

Total Likes: The number of unique users thatLike the page. (Fans)

Friends of Fans: The number of unique users that are friends with the users

that currently like the page. (Total potential reach)

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Effects on Social Marketing: Growing new pageLikesviaorganic means via current fans has always a brand goal.

Friends of FansandPeople Talking About Thishelp quantifythat goal; however the emphasis on sharing and interaction

with posts provide new opportunities for brands to connectwith users. When brands focus campaigns on Word ofMouth, they are now provided a calculable metric.

People Talking About This: The number of unique users that have created a story(spread the word) about the page through Likes (of the page or content), comments,shares, wall posts, photo tags, etc. Stories are created through the various types of

Facebook engagement that will become more diverse when more actions (read, ate,ran, etc.) are allowed to be incorporated into more apps.

Weekly Total Reach: The number of unique users who have seen content within aseven day date range. This number includes Ads and Sponsored stories.

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Reach: The number of unique users that have seen a specific post. More on this

in a moment.

Engaged Users: The number of users who have clicked on a specific post.*

Talking About This: The number of unique users that created a story about the

page through Likes (of the page or content), comments, shares, wall posts, photo

tags, etc. *

Virality: The percentage of users (from the Reach) that created a story about thepost.

*Engaged Usersincludes users who click on a specific post. This does notnecessarily mean the user commented, liked or interacted with the post.

Effects on Social Marketing: The previously missingmetric,Engaged Users, bridgesReach and Talking AboutThis.Feedback Score was based solely on Likes and

Comments on pieces of content. However it overlookedwhatEngaged Usersnow addresses: the users who took the

time to read and engage with the comment but did notinteract further. In addition, Viralityprovides a metric toassess which posts resonated most with users. After all, how

many users read specific blog posts but do not leave

comments on the thread?

INDIVIDUAL POST METRICS

Say goodbye toImpressionsandFeedback. Their successors areReach andVirality, respectively. Joined by the metricsEngaged Usersand Talking AboutThis, brands can further analyze individual pieces of content, optimizing their

content calendars for reach and gather insights on what makes contentspreadable on Facebook. Also notable: These new post performance metrics

only graph the first 28 days after a posts publication. However, you can can

all historical data via a data export.

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REACH

Facebook breaksReach down into 3 categories: Organic, Paid and Viral. Pagescan now decipher where most of their engagement comes from. Overall thisalters how brands must view their content. At first glance, it appears the new

algorithm adversely affectsImpressions. But in exchange, it provides useableinsights that help identify which content is innately spreadable.

Organic: The unique users that saw page content from their News Feed, theTicker or visited the page. These users are being served content directly fromthe brand or opting to view the content from the page.

Paid: The unique users that viewed page content from an ad or Sponsored

Story.

Viral: The unique users that viewed content from a story published by a friend.

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OLD

NEW

REACH AND FREQUENCY

Facebook also expands on reach via the paired, old school metrics ofReachandFrequency, sortable byAll Page Content, Your Postsand Shares by Others.

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EXPECTED CHANGE:

Major changes in the Facebook algorithm redefine the standard for contentvisibility. There appears to be a significant drop from the change in

ImpressionstoReach. In this sample, over several posts, it appears theaverage difference is approximately -77%.

Conversely, there is an increase in theFeedback/Virality Score. In the oldInsights, posts fought for a rating of 0.10% or higher. Now these numbers are

significantly higher. From the initial data it is an approximate increase of312%

Date Impression Reach %Change

27-Jul-11 7,687 1,734 -77%

08-Aug-11 7,464 1,369 -82%

06-Oct-11 5,190 903 -83%

19-Oct-11 4,455 956 -79%

26-Oct-11 4,631 1,169 -75%

04-Nov-11 4,354 1,211 -72%

15-Nov-11 4,078 1,208 -70%

Date FeedbackScore Virality %Change

27-Jul-11 0.92% 3.06% 233%

08-Aug-11 1.80% 7.45% 314%

06-Oct-11 1.40% 7.86% 461%

19-Oct-11 1.80% 8.16% 353%

26-Oct-11 0.91% 3.93% 332%

04-Nov-11 1.70% 5.86% 245%

15-Nov-11 1.10% 3.81% 246%

Effects on Social Marketing: Brands will now have a betterunderstanding of engageable content. As the brand

collects data over time, posts that have high readabilityversus high comment and likes will make themselves

apparent. Again, this helps the brand optimize and craft their

future content calendars and strategy.

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LIKE SOURCES

This reflects the number of times your page was liked, broken down by where

the like happened; a useful tool to track the effectiveness of your (possible)multiple Like Button locations and mobile apps/sites.

Likes can come from on and off Facebook.

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DEEP INFO (OR TMI?)

Although not visible via Facebooks primaryInsightsdashboard, a very, veryin-depth look at brand page statistics is available for download (one would

hope a newer query-based interface would make for easy cross-tabulating ofvariables).

A sample of the ways marketers can slice data:

Daily, weekly or monthly breakdowns of each metric further broken

down by location or another variable examples include: Daily breakdown of users who liked your page from their mobile Monthly (28 days worth) number of people who saw your page posts via a

story from a friend Weekly number of impressions of stories published by a friend about your

page by story type The number of people your page reached broken down by how many

times people saw any content about your page

Insightsgo as far as a noting the daily top referring external domains which

send traffic to your page broken down by site in total, over 1,000 columnsof data are available.

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CONCLUSION

Overall, the newInsightshelp brands focus on one thing: Post Engagement. Itis counter balance to the aggregated News Feed. Only relevant, engaging

content will get prime placement at the top of a users feed.Insightsprovidesthe necessary tools to optimize in order to secure that location.

For more information on social media, please contact us atwww.facebook.com/Razorfish or on Twitter @razorfish

Advertising on the web is less about hitting someone with

a message its about engagement.

-Mark Zuckerberg

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