Social media managing software: A Focus on Facebook Insights

Main social media are aware of the importance of analyzing Big data and offer to their corporate users a free instrument to manage the Page...

Main social media are aware of the importance of analyzing Big data and offer to their corporate users a free instrument to manage the Page, in order to monitor performance and trends of conversations and to investigate users’ profiles.

Facebook provides a tool called Facebook Insights that allows firms to consult Page metrics. Some of them can be consulted directly on the Facebook Insights dashboard while the overall amount of data can be exported (xls and csv format).

The most recent version of Facebook Insights launched in 2013 is composed by six sections: Overview, likes, Reach, Visits, Posts, and People (Facebook, July 2014).

Overview section contains a general outlook of the page overall performance:
Page Likes: Total Pages Likes is the number of unique people who like the corporate Page. This section offers also the indication of the number of new likes the Page received during the last 7 days (New Page Likes), compared with the previous 7-day period;

Post Reach: Total Reach is the number of unique people who have seen any content associated with the corporate Page, including ads, during the last 7 days. Post Reach shows the number of unique people who have seen the Page posts;

Engagement: People Engaged is the number of unique people who have clicked, liked, commented on, or shared the firms’ posts during the last 7 days. Likes, Comments, Shares, and Post Clicks show the totals for these actions during the last 7 days. The concept of Engagement was clarified in this new version of Facebook Insights. The previous calculation included all the cited actions in the same measure, while the new one split engagement in separated values: Post clicks, Comments, Likes, and Shares.

Finally, this section reports some metrics related to the five most recent firms’ posts. Apart from the date and the identification of the Post, new filtering options were added in order to allow the selection of different Reach and Engagement metrics. For example, the firm can filter data about posts according to the kind of Reach (organic vs paid) or filter the various dimensions of Engagement and visualize which posts received the most likes or shares or which one were only clicked, in this last case demonstrating a lack on interaction and engagement of users.

Like section contains detailed information about Page Likes by means of three main graphs.

• “Total Page Likes as of Today”. It helps firms to understand the growth trend of the Page Total Likes;
• “Net Likes: What Changed”. It is the result of Total Likes minus Unlikes. The graph allows also to visualize various types of Likes (Organic Likes, Paid Likes);16
• “Where Your Page Likes Came From”. It describes the number of times the Page was liked according to where this action happened: On Your Page, Uncategorized, Mobile, Page Suggestions, Page Likes, Others.

New information provided by the updated version of Insights is the benchmark opportunity to compare the actual performance of the Page with the average performance between time periods. A company, for example, can compare the variation in average Page Likes from one period to the other.

Reach section allows comparing more easily the following data

• Post Reach shows the number of people who actually have seen the firm’s post (both organic and paid);
• “Likes, Comments and Shares” is a graph that permits to analyze all these items on a daily basis;
• “Hide, Report as Spam and Unlikes” is a graph that offers an overview of the actions that negatively influence Reach: the number of people who hide content, indicate it as Spam, or simply unlike the page. The optimal situation is finding this graph completely empty. The last part of this section offer;
• Total Reach shows the number of people who have seen whatever activity of the Page (posts, check-ins, comments, etc.).

Visits section provides information about the type of users’ interactions with the Page content other than posts

• “Page and Tab Visits” shows the number of times various sections of the Page have been visited (Timeline, Likes tabs, etc.) and the number of posts;
• “Other Page Activity” refers to the number of actions of people that involved the Page (i.e., Page Mentions, Page tags);
• “External Referrers” shows the number of times people of websites other than Facebook came into the corporate Page (i.e., search engines, other websites).

Posts section contains data about When Your Fans Are Online, Post types, and Best Post Types.

• The new function “When your fans are online” allows understanding which days and hours of the day Fans are online and consult content (not only corporate posts but content in general). Even if the data time range is of only 1 week, this information can be really important for marketers to make decisions about the posts’ distribution and publication timing. A company could realize that a large part of Fans is online during the lunch time and then decide to move part of the activity in that time range.

• “Best Post type” is a graph that allows comprehending the success of different types of posts (i.e., status, photo, link, video, offer) on the basis of average reach and average engagement (post clicks separated by likes, comments, and shares).

• “Top Posts of Pages to Watch” shows the five most engaging posts from the Pages the company is watching at.

People section shows the demographics of people who like the page (Your Fans), who are reached by content (People Reached) and engage with content (People engaged). Demographic data regards age, gender, geography (country and city), and language. The set-up of the page is the same for each type of People investigated apart from one aspect. The Fan graph compares Fans data with all Facebook users while People Reached and People Engaged are compared with Total Fans. A new graph of People section called “Check-ins” was recently implemented in order to identify people who have checked-in the previous days, probably connected with the launch of the location-based service of Facebook. As previously mentioned, more detailed data can be exported to Excel or csv. Due to the large amount of data that Facebook allows to export, it could be useful to define a Facebook  scorecard that contains only useful information, aligned with business objectives. Among others, we can identify some basic metrics that should be always considered: Like, Reach, Impression, and Engagement (Cosenza 2014):

• Impression is calculated as the number of times a social item (e.g., post, photo, video, etc.) is displayed into the timeline.

• Engagement can be measured for the Page and Post. Page Engagement is the percentage of people who interacted with the Page (liked, shared, clicked or commented on it) respect to all Fans. Post Engagement is the percentage of people who saw a post that liked, shared, clicked, or commented on it respect to all the posts published.

Other metrics are available for advertising campaigns on Facebook by means of Ads Manager. For example Reach, Response (clicks ad connections), and Impressions.



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The Digital Media Strategy Blog: Social media managing software: A Focus on Facebook Insights
Social media managing software: A Focus on Facebook Insights
The Digital Media Strategy Blog
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