Introduction to facebook insights

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Introduction to Facebook Insights

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Introduction to facebook insights

  1. 1. Introduction to Facebook Insights Stephanie Hatch Leishman Social Media and Email Marketing Specialist MIT Communication Production Services October 23, 2013 Twitter: @hatchsteph Slideshare: hatchsteph About.me/stephaniehatch Communication Production Services
  2. 2. Objectives As a result of this session, I want you to: • Understand what information the new Facebook Insights offers • Focus on metrics that matter to your department • Use Facebook Insights to optimize your Page Communication Production Services
  3. 3. In this session Understanding metrics Tips for using Insights How to export data Communication Production Services
  4. 4. Accessing Insights Admin Panel Go to “Insights” box and click on “See All” Page Click on gear wheel icon below the cover photo and select “View Insights” Communication Production Services
  5. 5. Metrics Definitions Page vs. post metrics Communication Production Services
  6. 6. Metrics Metric A measure of quantitative assessment. Inches, miles, smoots, likes, comments, shares Communication Production Services
  7. 7. Page metrics • Total Page Reach: the number of unique people who have seen any content associated with your Page during the last 7 days, including ads.  • Total Page Likes: number of unique people who like your Page.  • New Page Likes: number of new Likes your Page received during the last 7 days. • Net Page Likes = Likes - Unlikes Communication Production Services
  8. 8. Post metrics • Post Clicks: total number of clicks on your posts not including likes, comments, or shares.  • Organic Post Reach: number of unique people who saw your post in the News Feed or on your Page. This includes people who saw it in a story shared by a friend when that friend liked, commented on, or shared your post, or answered a question or responded to an event.  Communication Production Services
  9. 9. Post metrics • Paid Reach: number of unique people who saw your post through an ad. • People Engaged: number of unique people who have clicked on, liked, commented on, or shared your post during the last 7 days.  Communication Production Services
  10. 10. Page metrics vs. post metrics Page Likes are different from Post Likes! Be specific when you use metrics terms associated with Insights. Your numbers will be different as well. For example, per-post reach will not add up to total reach because Pages can reach people through content other than posts. “If someone visits a Page after searching for it, they would be counted in total reach but not post reach. Also, if a person sees more than one Page post, they would be counted in the reach numbers for multiple Page posts but would only be counted once under total reach.” (Facebook Help Center > Pages > Managing a Page > Page Insights > Page Post Metrics) Communication Production Services
  11. 11. Understanding metrics What is my reach for this slide right now? How will my reach change in the next seven days? Communication Production Services
  12. 12. Tips for using Insights Three steps Communication Production Services
  13. 13. Tips for using Insights 1. Find the information that matches your goals 2. Assess your work 3. Optimize your content Communication Production Services
  14. 14. Export Data What you’ll get What to look for Communication Production Services
  15. 15. Export Data Page level report, .xls • Likes • Engaged users • Page reach • Page views • Post reach • Like sources • Talking about this • Likes by gender, age, country, city, language • Tab views • External referrers • Negative feedback Communication Production Services
  16. 16. Export Data Page level report, .xls “Key metrics” • Lifetime total likes • Daily new likes • Daily unlikes • Engaged users • Page reach (organic and paid) • Page views • Post reach Communication Production Services
  17. 17. How to report How does a huge spreadsheet turn into an intelligible report? 1. List your department’s goals (1, 2, 3.) Example: 1. Resources ($) 2. Internal enrollment 3. Reputation Communication Production Services
  18. 18. How to report How does a huge spreadsheet turn into an intelligible report? 2. What social media metrics matter for these goals? Example: If you want to increase your female enrollment: • Lifetime Likes by Gender and Age • Daily Demographics People Talking About This Communication Production Services
  19. 19. How to report How does a huge spreadsheet turn into an intelligible report? 2. What social media metrics matter for these goals? Example: If you want to increase your reputation outside the U.S. • Weekly Country People Talking About This • 28 Days Language People Talking About This Communication Production Services
  20. 20. Why does this matter? 1. Keep yourself accountable 2. Maintain a goal-oriented focus 3. Optimize your content 4. Ace your next performance review Communication Production Services
  21. 21. Thank you Stephanie Hatch Leishman email hatch_s@mit.edu blog connect.mit.edu/ideas connect with me: about.me/stephaniehatch Communication Production Services

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