The new Facebook insights
Facebook changes it’s platform fairly often and does a great job of advertising the changes to those who are affected. Tuesday, when looking at one of the Klick Pharma pages Facebook educated me on the recent changes to their insights tools. Even if you don’t interact with your brand pages daily, it’s important to know about Facebook measures so you can interpret the reports that come back from the teams “on the ground”. Here is a brief overview of the new measures and what they mean.
Total Likes
This isn’t a new measure, it’s been the core of Page measurement since the beginning. Note that “Likers” is not a term, Facebook still calls people who “Like” your page “Fans”. This is simply the total accumulated people who Liked the page. This number can go up or down depending if your new Likes exceeds your folks who have “Un-Liked” your page.
Friends of Fans
This measure, which is now front and center, is the network of folks connected to Fans. This represents the potential network of people you can reach if they all shared a piece of content or if you set up an ad for Friends of Fans. This ability to target your Fans’ friends makes the ad platform on Facebook very targeted.
People Talking About This
This new measure is the total people who interacted with the page by liking it, sharing content found there, etc. It can be argued that this is the most important measure and is a welcome addition to the total Likes. The system provides detail on what pieces of content were most shared and this can help you create more content in which your Fans are interested.
Weekly Total Reach
This measure is the number of Fans’ friends that are reached based on the amount of talk, above. This is potential reach, there is no guarantee that shared content is actually seen by the Fans’ friends.
Who is Talking About Your Page
When you have 30 or more interactions per week (Likes, Shares, and Posts) then you can get the demographic data on this audience. Demographics include the standard measures: gender, age, location (country and city), and languages.
Note, you get this demographic data for Likes and Reach as well.
How People are Talking About Your Page
Shows the ways in which people are sharing information about your page in packets that Facebook is calling “Stories”:
- Page Likes
- Stories from Your Posts (Shares)
- Mentions and Photo Tags
- Posts on your Wall by Others
Viral reach is the potential number of the friends that may have been exposed to your page because of your Fan activity.
Check out these new measures on Facebook. They are nicely aligned with what brands want out of the platform, namely more views by more people with more engagement.
