Facebook recently announced a major update to its Insights platform, which many Facebook page admins use to monitor their pages’ data on a daily basis. The changes are expected to roll out to all admins by the end of summer 2013, but a small beta test group of admins have access to the new features now.
Facebook says the changes “will help Page admins better identify content people interact with, produce more of it, and enjoy increased reach and impact on Facebook.”
We wanted to give you a sneak peek of what’s coming, and explain what these changes mean for your business’s social strategy.
Right away, you’ll notice that the new analytics are easier on the eyes. While the “old” look’s page overview presented a jumble of information all together, the new page overview is clean, simple and easy to navigate. Since the overview is broken down into Page Likes, Post Reach, Engagement and your five most recent posts, it’s easy to see your stats at a glance, and dig deeper for more information.
The clear presentation of data (and inclusion of helpful explanations) continues throughout the new Insights sections. New interactive graphs make week-over-week comparisons easy, and visual summaries of data points make it simple to break out important metrics such as how many of your users were engaged over the past week.
Takeaway: Overall, the new look is a plus – as a page admin, I find it much simpler to navigate and find the information that really impacts our social strategies.
Woo-hoo! Now you can see like growth over time! One of my pet peeves about Facebook Insights was that there was no at-a-glance way to see how your likes have grown over the months. Now, there’s a big ol’ gorgeous graph that shows your increase in page likes over a specified time period, and it’s interactive – you can see how many likes your page had on a specific date, or compare total average likes for specific periods of time.
Also helpful: Additional charts show Net Likes, which includes organic, paid and unlikes on a daily basis. This is a great comparison of paid likes and organic likes, and allows you to see whether a majority of your new likes are coming from advertising or organic growth.
Also of note: A better representation of where your likes came from, with sources and daily breakdowns of mobile likes, paid likes, likes on your page, and more.
Takeaway: New Like metrics and a clearer representation of existing metrics make it easier to see where you have been successful in the past, and what adjustments you need to make in the future. If your likes are stalling, you may want to reference what you were doing when you had more growth, or consider a like-generating ad campaign. If there has been a spike in mobile likes, your audience probably accesses Facebook from their mobile devices most often, and you may want to target that campaign toward mobile users.
The old Insights platform gave weekly total reach numbers for pages – a nice number to keep track of, but not as granular as the number of people who actually saw your posts on a daily basis.
Total reach – the number of people who saw any activity from your page including posts, posts by other people, ads, mentions, and check-ins – is still displayed and is a good way to gauge how many people are seeing any of your page’s content – not just page posts – on any given day.
The new Post Reach chart clearly shows how many people saw your post content on a daily basis due to paid campaigns or organically, which posts were published on each day, and whether numbers improve over time.
A graph for likes, comments and shares is also broken out, which is helpful for seeing overall trends for your page, and whether engagements are increasing over time. A similar graph also represents negative interactions over time, such as hidden posts, spam reports and page unlikes.
Takeaway: Post reach and positive and negative engagement are good ways to see the success of your content, or where you need to make adjustments if those numbers aren’t strong. Total reach is a good way to see overall brand awareness on Facebook at a glance.
Data such as daily page and tab visits, and external referrers, which was available in the old Insights, is presented in a clearer and easier to read format. A new addition is Other Page Activity.
This metric charts other interactions that involved your page, such as mentions, posts by other people on your page, check-ins and offers purchased. These are all new metrics and give yet another view of how people are interacting and becoming aware of your page.
Takeaway: These metrics are a good way to see how users interact with your page, what content they are looking at, and how they ended up on your page to begin with. You can use this information to determine your strongest referral sources, and help your audience more easily find the information they are looking for on your page.
Page admins also have access to all posts for a roughly three-month period.
At a glance, this lets you see reach numbers, post type, targeting, and engagement for each post you have created over time. You can also choose to display negative feedback for all posts, as well as engagement rate for all posts.
Want to know more about how your audience engaged with a specific post? Post Details breaks out everything you need to know about how your audience responded to your content – both positively and negatively.
This allows you to not only see how many people you reached and how many of them were engaged, but exactly which actions they took. Each post has a breakdown of likes, comments and shares, as well as the individual clicks that occurred on the post. This allows you to track important data such as the traffic an individual post drove to your website.
Negative feedback is also presented in the Post Details, and allows you to see whether users hid the post, hid all your posts, reported your post as spam or unliked your page. It might not be fun to see, but negative feedback like this can help you get to know your audience better – and track what kind of content they don’t like.
Takeaway: By paying close attention to your post metrics, you can monitor which posts garner negative attention, how your audience tends to interact with posts, and which posts drive the most traffic to your site. Use this info to tailor your content strategy toward getting the engagements you want.
Here are a couple pieces of content that are downright magical.
Page admins can now see what time of day the largest percentage of their audience saw their content.
UPDATE 7/10/13: The “When your fans are online” data now also includes the most popular days of the week for your audience on Facebook.
And get an overview of which types of post resonate with their audience in terms of reach and engagement.
Takeaway: Page admins can now tailor their content to the time of day their audience is most likely to see their posts, and determine which content types are most compelling to their audience. If you know your audience is highly active at 3 p.m. and that they respond best to videos, sharing your new video at that time will likely be very successful! When used in concert with a content calendar strategy, this information could help increase your overall reach and engagement over time.
New metrics track important information about the people who like your page, the people who see your content most often, and the people who engage with your content.
New demographic information compares your audience to Facebook users as a whole.
This helps you see how your audience base is unique to your page in terms of gender and age, and still includes audience numbers by country, city and language.
New additions to Insights include demographic breakdowns of people reached and people engaged with your content as compared to your overall audience demographic.
These new breakdowns take the original audience demographics to a deeper level – you not only know who makes up your audience (and how they compare to the overall Facebook audience) but also the demographics of the people who see and interact most often with the content you produce – and how it those numbers compare to your audience overall.
Takeaway: Paying attention to these demographics can help you tailor your content even further. If you are not reaching your target demographic within your audience, or your target demographic is not engaging with content, think about what you can do to help make your content more accessible or useful. If a less-represented demographic within your audience is highly engaged with your content, you may want to target advertising toward that demographic to attract more of them to your page, where they will likely be highly engaged.
The new Facebook Insights contains some extremely valuable nuggets of information within a clean and clear interface. Some of the highlights include:
This new set of data can help you tailor your content strategy to increase brand awareness, grow your audience, and generate higher engagement rates. This can help turn your social audience into customers, clients and brand advocates – social signals that contribute to an overall SEO strategy.
Need help navigating your social analytics, or tailoring your social content strategy for the strongest impact? Give Fruition’s team of social media experts a call.
Post By Sara Villegas
Jeff Williams is an SEO Project Manager at Fruition. He uses his deep understanding of SEO and internet marketing to guide clients, optimize websites and ultimately improve search rankings. Jeff continues to focus on understanding the technical aspects of SEO factors that affect website rankings in the major search engines. He has recently found a passion in local marketing and helping business carry out effective digital marketing strategies, taking a lead role in developing Fruition’s local SEO services.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association