The platform that Facebook has developed for brands includes a standard set of Insights, visible to site administrators. There are four Insights tabs providing an overview of the level of interaction with the page and its content; additional data can be downloaded for deeper analysis. The brand’s objectives for the page will determine which of these metrics will be important. Here’s a rundown of what is available.
The Insights Home tab provides top line stats: Total Likes, Total Friends of Fans, People Talking about This and Weekly Total Reach.
The insights tab also shows a trend graph for People Talking about This and Weekly Total Reach, along with bubbles that symbolize the number of posts made. The “people talking about this” number represents the number of unique people that have created a “story” in the previous week; a “story” is any of the many way a person could interact with your page content, including liking the page, posting to the wall, interacting with a wall post, mentioning or tagging the page or responding to an event.
This page also shows a listing of recent posts and their performance: the number of engaged users who interacted with your post, the number of people “talking about” the post, and the “virality” of the post (the percentage of folks who interacted with it compared to the number who saw it). These statistics are accumulated for a 28 day period, and additional detail can be viewed by clicking on a result. You can spend a lot of time looking at all the data here; it is most efficient to download the file on a regularly scheduled time frame, and analyze the results in a way that is consistent with your brand’s objectives on Facebook.
The Likes tab provides additional details about the people who have chosen to like the page – all the data here is based on the data in a consumer’s profile: gender and age, the top countries, cities and languages represented. This tab also includes a chart that shows the “source” of recent likes, which is particularly useful when the brand is running an advertising campaign that is intended to increase the number of likes. When an ad campaign isn’t running, the common sources of new likes are Facebook recommendations, the Facebook page browser, and from the viral spread of fan activity; an example of sources is shown on the left. This tab is also a good place to keep an eye on the number of “unlikes” – if the graph spikes, it’s a sign of trouble!
The Reach tab helps the marketer understand the reach and frequency of the content: who is actually seeing the brand’s posts. As with the “likes” tab, you can see the gender, age and country, city and language of those who actually saw content from your page within their news feed. Facebook delivers content to each user’s news feed based on an algorithm; not every fan will see every post that is made by the brand. Reach can be improved by improving the rate at which consumers interact with the brand’s posts; as they become more valuable to the fan base, they will be delivered more frequently to a wider number of fans. This tab also allows the marketer to see the sources of reach(organic, paid or viral) and the frequency (how many times a unique person viewed the content).
The Reach tab also provides information about the number of page views and unique visitors, so you can judge whether visitors are going deeper into the page once they land there. You can see the number of visits to each tab within the brand page, and the top external referrals to the page.
The final table is the Talking about This tab, which provides the the gender, age and country, city and language of those who interacted with the brand’s page and created a “story” that posted to their own News Feed. By comparing the demographics of the people who were reached by the content with the demographics of the people who interacted with it, a marketer can determine if their content is resonating with the target consumer. By using the drop down menu available, you can see the relative strength of your own posts compared to posts by others in generating “talk” and viral reach among your fan base.
All of the data is just that – data – and it can be very easy to waste a lot of time looking at all the statistics and results. Each brand manager must define what they are seeking to accomplish with their Facebook page, and then determine which data points will provide the insights to determine whether those objectives are being met, and which tactics are most effective in generating the desired behaviors. Narrow down the important statistics and results, and create a monthly report that provides a consistent measure of results, and how they are changing over time.