Facebook Insights: POV dec15

POV: FACEBOOK INSIGHTSVersion 1.0 – December 15, 2011

OVERVIEWAs of December 15, 2011 current Facebook Insights will no longer be updatedor supported (the “old” data will even be deleted in early 2012). FacebookBrand Page metrics will now come from the new engagement-basedanalytics, released at F8 this year. This POV will review the major changes tothey way brands can track Facebook efforts and provide implications of each.-  Engagement becomes an even more important variable in the somewhat mysterious Facebook newsfeed algorithms.-  Facebook has adjusted the way it tracks and reports on your page and content to better focus on this shift.-  Smart marketers will use this new data to optimize content publishing for maximum engagement and resulting buzzTHE (NEW) MAIN DASHBOARD Total Likes: The number of unique users that Like the page. (Fans)Friends of Fans: The number of unique users that are friends with the usersthat currently like the page. (Total potential reach) 2

People Talking About This: The number of unique users that have created a story(spread the word) about the page through Likes (of the page or content), comments,shares, wall posts, photo tags, etc. Stories are created through the various types ofFacebook engagement that will become more diverse when more “actions” (read, ate,ran, etc.) are allowed to be incorporated into more apps.Weekly Total Reach: The number of unique users who have seen content within aseven day date range. This number includes Ads and Sponsored stories. Effects on Social Marketing: Growing new page Likes via organic means via current fans has always a brand goal. Friends of Fans and People Talking About This help quantify that goal; however the emphasis on sharing and interaction with posts provide new opportunities for brands to connect with users. When brands focus campaigns on Word of Mouth, they are now provided a calculable metric. 3

INDIVIDUAL POST METRICS Say goodbye to Impressions and Feedback. Their successors are Reach and Virality, respectively. Joined by the metrics Engaged Users and Talking About This, brands can further analyze individual pieces of content, optimizing their content calendars for reach and gather insights on what makes content spreadable on Facebook. Also notable: These new post performance metrics only graph the first 28 days after a post’s publication. However, you can can all historical data via a data export.Reach: The number of unique users that have seen a specific post. More on thisin a moment.Engaged Users: The number of users who have clicked on a specific post.*Talking About This: The number of unique users that created a story about thepage through Likes (of the page or content), comments, shares, wall posts, phototags, etc. *Virality: The percentage of users (from the Reach) that created a story about thepost.*Engaged Users includes users who click on a specific post. This does notnecessarily mean the user commented, liked or interacted with the post. Effects on Social Marketing: The previously missing metric, Engaged Users, bridges Reach and Talking About This. Feedback Score was based solely on Likes and Comments on pieces of content. However it overlooked what Engaged Users now addresses: the users who took the time to read and engage with the comment but did not interact further. In addition, Virality provides a metric to assess which posts resonated most with users. After all, how many users read specific blog posts but do not leave comments on the thread? 4

REACHFacebook breaks Reach down into 3 categories: Organic, Paid and Viral. Pagescan now decipher where most of their engagement comes from. Overall thisalters how brands must view their content. At first glance, it appears the newalgorithm adversely affects Impressions. But in exchange, it provides useableinsights that help identify which content is innately spreadable. Organic: The unique users that saw page content from their News Feed, the Ticker or visited the page. These users are being served content directly from the brand or opting to view the content from the page. Paid: The unique users that viewed page content from an ad or Sponsored Story. Viral: The unique users that viewed content from a story published by a friend. 5

OLD NEWREACH AND FREQUENCYFacebook also expands on reach via the paired, “old school” metrics of Reachand Frequency, sortable by All Page Content,Your Posts and Shares by Others. 6

EXPECTED CHANGE:Major changes in the Facebook algorithm redefine the standard for contentvisibility. There appears to be a significant drop from the change inImpressions to Reach. In this sample, over several posts, it appears theaverage difference is approximately -77%. Date Impression Reach % Change 27-‐Jul-‐11 7,687 1,734 -‐77% 08-‐Aug-‐11 7,464 1,369 -‐82% 06-‐Oct-‐11 5,190 903 -‐83% 19-‐Oct-‐11 4,455 956 -‐79% 26-‐Oct-‐11 4,631 1,169 -‐75% 04-‐Nov-‐11 4,354 1,211 -‐72% 15-‐Nov-‐11 4,078 1,208 -‐70% Conversely, there is an increase in the Feedback/Virality Score. In the oldInsights, posts fought for a rating of 0.10% or higher. Now these numbers aresignificantly higher. From the initial data it is an approximate increase of312% Date Feedback Score Virality % Change 27-‐Jul-‐11 0.92% 3.06% 233% 08-‐Aug-‐11 1.80% 7.45% 314% 06-‐Oct-‐11 1.40% 7.86% 461% 19-‐Oct-‐11 1.80% 8.16% 353% 26-‐Oct-‐11 0.91% 3.93% 332% 04-‐Nov-‐11 1.70% 5.86% 245% 15-‐Nov-‐11 1.10% 3.81% 246% Effects on Social Marketing: Brands will now have a better understanding of “engageable” content. As the brand collects data over time, posts that have high readability versus high comment and likes will make themselves apparent. Again, this helps the brand optimize and craft their future content calendars and strategy. 7

LIKE SOURCESThis reflects the number of times your page was liked, broken down by wherethe like happened; a useful tool to track the effectiveness of your (possible)multiple Like Button locations and mobile apps/sites. Likes can come from on and off Facebook. 8

DEEP INFO (OR TMI?)Although not visible via Facebook’s primary Insights dashboard, a very, veryin-depth look at brand page statistics is available for download (one wouldhope a newer query-based interface would make for easy cross-tabulating ofvariables).A sample of the ways marketers can slice data:Daily, weekly or monthly breakdowns of each metric – further brokendown by location or another variable – examples include:•  Daily breakdown of users who liked your page from their mobile•  Monthly (28 days worth) number of people who saw your page posts via a story from a friend•  Weekly number of impressions of stories published by a friend about your page by story type•  The number of people your page reached broken down by how many times people saw any content about your pageInsights go as far as a noting the daily top referring external domains whichsend traffic to your page – broken down by site – in total, over 1,000 columnsof data are available. 9

CONCLUSIONOverall, the new Insights help brands focus on one thing: Post Engagement. Itis counter balance to the aggregated News Feed. Only relevant, engagingcontent will get prime placement at the top of a user’s feed. Insights providesthe necessary tools to optimize in order to secure that location. “Advertising on the web is less about hitting someone with a message… it’s about engagement. “ -Mark Zuckerberg For more information on social media, please contact us atwww.facebook.com/Razorfish or on Twitter @razorfish 10

Facebook Insights: POV dec15

by Matt Heindl

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