Facebook has launched their new Facebook insights system.
Insights are statistics designed for administrators to visually see how well their posts are doing. The system has multiple indicators such as the size of the purple circles (seen below) indicating activity related to the page posts. Administrators can also review the weekly total reach and the average number of people talking about the content on their page.
Clients often ask me what does the new metric people talking about this mean on Facebook. The answer is the number of people who have shared your posts or have taken an action related your page over the last seven days.
Individual posts are also listed with information related to how well they performed. Metrics found in the list include reach referring to the number of people who have seen your post. Next are engaged users who have clicked on your post. The third statistic is talking about this representing the number of people who liked, commented or shared your post. Last is called virality the total number of unique post views divided by the number of people who have taken action (talking about this). All the metrics are based on the following 28 days after a each post is published.
Facebook displays demographics such as age and location of the people who like your page. They offer graphs related to reach, how people found the Facebook page and how often people return to the page. Additional metrics include page views, unique visitors and what pages or tabs they land on.
Facebook has added a new series of metrics related to check-ins. If someone checks in to your business location through Facebook, the system will now display helpful statistics. The statistics include the visitors age, location and if they checked in via the web or mobile device. Unfortunately, Facebook will only show statistics for businesses who have a minimum of 30 people checking in per week. Another aggravating Facebook limitation.
Don’t get caught up in every statistic. Look for trends that will support the growth of your page. Use the demographic information as a guide confirming that you are attracting the right people to your page. There isn’t enough demographic information to answer all of your questions, but it is a good start.
In the past Facebook insights have not been as insightful as I had hoped, but they are improving.
Rosh
