Insight into…Facebook Insights By Mike Schaffer
Who Are You? Mike Schaffer • Director of Social Media, iostudio • Background in Sports/Restaurant/Entertainment PR • PR and Social Media Blogger • http://www.thebuzzbymikeschaffer.com • http://www.thefatherhoodguide.com • PR Pros on Twitter: Top 100, Top 30, #21 Most Influential • Published in PRWeek, PRBreakfastClub.com, AllFacebook.com, SpinSucks.com Twitter: @mikeschaffer
iostudio…• Advertising agency with digital, branding and design teams• Offices in Washington, DC & Nashville, TN (HQ)• Agency in-house resources: Brand campaign development Online advertising Website development Social media management/consultation Photography and video production Custom publications Public relations Media planning Contact/call center - (chats, comments, calls and emails)
Before we begin tomeasure, we need tounderstand what it is we’remeasuring…
Social media is active and mutually-beneficial engagement with relevantaudiences through the use of contentdevelopment, digital thoughtleadership and proactive/reactive one-on-one dialogues.Social media isnt the savior toeverything that ails a company. Its onepart of an entire media mix andeffective public relations/marketingcampaign. - Keith Trivitt, PRSA
Social media is ananswer.Social media isntalways theright answer.- Niki Murray,Washington Nationals
Social media is a place for news, knowledge, sharing and connectingSocial media isnt a place to talk about what color underwear youre wearing. - Veronica Brown, Gibraltar Associates
Social media is the biggest cocktail party youve ever been to.Social media isnt anything you havent already done, its just happeningsomewhere else. - Nathan Burgess, BlissPR
Social media is a great way to enhanceyour networking and businessdevelopment by creating onlinerelationships with people who begin tocare about you, your business, and yourlife.Social media isnt a quick answer tomaking money or doubling your bottomline. - Gini Dietrich, Arment Dietrich
Social media is changinghow we interact.Social media isntchanging why we interact. - David Spinks, Zaarly
“Social media…is a categoryof online media wherepeople aretalking, participating, sharing, networking, andbookmarking …[encouraging]discussion, feedback, voting, comments, and sharing ofinformation from allinterested parties.” – Ron Jones, Search Engine Watch
Brief History Lesson• April 13, 2004 –Facebook becomes anactual LLC• September 26, 2006 –Facebook opens toeveryone 13+
True Measurement Starts With Strategy1) What are you trying to accomplish?2) Why is this something you need to do?3) What is your time frame?4) How will you go about achieving your goals in that time frame?5) How and when will you measure effectiveness?
Why Measure?• Goals. Like any form of marketing, you must set goals andgauge success against them.• Justification. It’s a reality of our industry that somedecision-makers still need to be convinced.• Improvement. Analytics can improve strategy. What workedand what didn’t?• Brand Intelligence. Who and where are your fans?• User Behavior. How are your friends interacting with yourbrand on your page?• Applications/Tabs. What gets people to your page?• Advertising Insight. What markets/audiences can youtarget?
A Quote To Remember “It’s not about the numbers, it’s about the story behind them.” - Cory Hartlen, Radian6
October 28, 2011 Mega Millions Lottery Drawing
What are Facebook Insights? Facebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook. - Facebook.com
Who Can See Insights and When?• “Brand” PageAdministrators, Application Ownersand Domain Administrators• Pages must have 30 followers• Insight data can be exported in.csv/Excel format• According to Facebook, Insights areupdated daily, but for mostpages, there is a 2-3 day lag time
Old Insights: DefinitionsActive UsersThe number of people who have interacted with or viewed your Page or itsposts. This includes people who have liked your page and people whohaven’t. (Daily, Weekly and Monthly)Post FeedbackThe number of likes and comments made on News Feed stories posted byyour PagePost ViewsThe number of times people have viewed a News Feed story posted byyour Page. Includes people who have liked your page and people whohaven’t.
New Insights - Definitions Reach The number of unique people who have seen your post
New Insights - Definitions Engaged Users The number of unique people who have clicked anywhere on your post
New Insights - Definitions Virality The number of unique peoplewho have created a story fromyour Page Post as a percentageof the number of unique people who’ve seen it
New Insights - DefinitionsPeople Talking About This The number of uniquepeople who have created a story from your Post
People Talking About This Includes…- Liking a Page- Posting on a Wall- Liking or Sharing a Check-In Deal or Checking-In at a Place- Phototagging a Page- @ Mentioning a Page- RSVPing to an event- Commenting or sharing a post- Liking photos, videos or albums- Answering a Question
New Insights: More DefinitionsFriends of Fans: The number of unique people who werefriends with the people who liked your page.Weekly Total Reach: The number of unique people whohave seen any content associated with your Page in thetime period, including ads and sponsored stories.Viral Reach: The number of unique people who saw a storypublished by a friend about your Page.
Final Thoughts… Remember your bigger overall goals.Facebook – and all social media – should be a part of the larger picture. Create sustainable networks.
Questions? Mike Schaffer Email: email@example.com Twitter: @mikeschaffer Website: iostudio.com Personal sites: www.thebuzzbymikeschaffer.com www.thefatherhoodguide.com