Deciphering Facebook Insights
-
Upload
tiffany-broadbent-beker -
Category
Technology
-
view
1.232 -
download
2
description
Transcript of Deciphering Facebook Insights
Deciphering Facebook Insights
Is virality something youreach for with your engaged users
who are talking about this?*
*Note, that sentence is not supposed to make sense
Disclaimer:This is not a comprehensive look
at all aspects of Facebook Insights.There may be more useful tidbits
outside what is presented herebut this is what, in my experience, I have found to be the most helpful.
Getting some Insight
Statistics! All the way across the sky!
STOP
Goals before Tools• Who are you trying to connect with?
• What information do you want to communicate?
• Why are you using a Facebook page vs another tool?
• How can your fans find your Page and its content?
• When will you post and how often?
Facebook:
Demographics
Translation:Who likes you?
Start with a baseline• General US Facebook user stats as of
12.3.2012 (via checkfacebook.com)
46%54%
female male0%
5%
10%
15%
20%
25%
30%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Age
Find your likes
Nope, don’t need to look at this yet
Compare your audience
And where they are from
• Does your audience live locally?
• Do you have more than one predominant language?
Who are you talking to?
• Are your gender/age demographics significantly different than the general averages?
• Is this who you want to be interacting with?
• Can you tailor your posts based on where your main audience lives?
• Is there a new audience for your Page?
Facebook:Reach
Translation:(How) are
folks*seeing your posts?
*This includes anyone (fans, friends
of fans, ad viewers) who saw any of your
content (posts, comments, photos, ads) anywhere on
Facebook (News Feed, on your Page,
Ticker)
Didn’t FB just change this?
http://dangerousminds.net/comments/facebook_i_want_my_friends_back
http://www.edsocialmedia.com/2012/10/breaking-news-area-school-upset-with-facebook-promoted-posts/
Yes...well, not really
• In Sept. 2012 they adjusted EdgeRank to reduce spam.
• Only the “best” content is seen by the fans who are most likely to interact with it.
• Reach percentages haven’t changed significantly, you never got 100% before
http://techcrunch.com/2012/11/07/killing-rumors-with-facts-no-facebook-didnt-decrease-page-news-feed-reach-
to-sell-more-promoted-posts/
http://mashable.com/2012/11/15/facebook-conspiring-marketers-to-buy-ads/
The solution?
(Continue to) produce interesting, shareable,
engaging content.
If it’s good, folks will see it (and share it)
The Reach Tab:Yet anothergiant page of charts and
graphs
And really only one bit of useful information
How did they find you?
Reach Tab:What folks were looking
at on your Page, and how they got there
Likes Tab:Where folks
clicked “like” for
your Page
Note for later: what post
caused this?
Facebook:Virality & Engagement
Translation:Do they like
your content?
Time to examine your posts
Details, details
Number of peoplewho saw the post
in any format (fan’s News Feed, friend’s comment
or like, etc.)
Reach
Number of people who clicked on
your post or something in it.
Engaged Users
People who shared,liked or commented
on your post.
Talking About This
Note: This is a breakdown of the “Stories Generated” referenced in the “Engaged Users” metric
Of the folks who saw this post,how many liked it
enough to interact?
ViralityTalking About This
Reach
Figure out what works
• What type of content is most popular? (Chances are it’s photos and videos)
• Does a topic always generate interaction?
• Does a topic spur unlikes or spam tagging?
• Is there a particular time or day of the week that you get more interaction?
Looking back in time
• You can manually export data to an Excel spreadsheet or CSV in 500 post increments going back to July 19, 2011
Moral of the StoryInteresting Content = Good Insight(s)
• Let the statistics serve as a guide, don’t live or die by them
• 100 engaged users > 10,000 indifferent fans
• Create posts that people want to share
Thank You
• Keep in touch:@tb623 or @wm_creative on [email protected] (or [email protected])
• Official Facebook Guides:Facebook Page Insights: Product Guide for Facebook Page owners
Building your presence with Facebook Pages: A guide for educators
Questions to Ask• Who are you trying to connect with?
• What information do you want to communicate?
• Why are you using a Facebook page vs another tool?
• How can your fans find your Page and its content?
• When will you post and how often?