Wednesday, November 30th, 2011
Facebook has updated Insights. Some of you may have had a sneak peek, especially if you’re a brand with a Facebook relationship. Now though, it’s rolled out and here’s what you need to know.
First and foremost, read this from Facebook. It’s a great description of the changes.
Or if you learn by doing, log-in to Facebook, go to Insights and use the question mark roll-overs as your guide.
The highlights as we see them:
- A heavy shift to engagement: Brands are shifting to quantity and quality on Facebook (vs. just quantity). The new metrics of “People Talking About This” and “Reach” directly coincide with this shift. They hit at what people are doing with your content and give you a sense of the potential reach you could achieve.
- Page posts get prioritized: Which content is working? This will tell you. And it broadens the range of what working means based on your objective. Reach + Engaged Users drive at awareness; Talking About This and Virality drive at conversation.
- Infusion of ad data: Reach is a term media buyers understand and we see the terminology of Stories enter the picture here. With Reach we can now see how people were reached – via Organic, Paid or Viral. Viral may be a lower percent of the whole than expected for some brands. Paid may also bootstrap Organic and Viral.