How to Track Facebook Insights on Websites

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In this whitepaper, you will learn how to install the Facebook code to your website/blog, and also you will learn a simple way to analyze the data that Facebook presents. For more content, go to http://blog.socialmediahq.com

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How to Track Facebook Insights on Websites

  1. 1. 2011 White Paper:Facebook Insights for Websites Social Media HQ 6/7/2011
  2. 2. White Paper: Facebook Insights for WebsitesHave you wondered how your blog or website links are being passed around in Facebook? You can nowmeasure the reach of your content by installing Facebook code and registering your website withinhttp://facebook.com/insights. The dashboard will tell you what links were shared, liked, or sent, howmany times your link was rendered in the newsfeed, and how many times users clicked through to yourwebsite content, among other statistics.In this white paper, we will explain the steps to install the Facebook code and register your website. Inaddition we will explain how you can analyze the data to figure out which content is performing the beston Facebook.How to Install Facebook CodeThe first step in figuring out your contents reach on Facebook is installing the Facebook code to yourwebsites html file. 1. At the very top of the html file (before <head>) insert the following code: <html dir="ltr" lang="en-US" xmlns:og="http://opengraphprotocol.org/schema/" xmlns:fb="http://www.facebook.com/2008/fbml"> 2. With the <head> tag insert the following meta tags: <meta property="fb:admins" content="13803832" /> <meta property="fb:page_id" content="156810484344373" /> <meta property="og:image" content="http://farm2.static.flickr.com/1167/5118470786_5c73060a24.jpg" /> <meta property="og:site_name" content="SOCIAL MEDIA HEADQUARTERS" /> <meta property="og:type" content="blog" />In order to register a website with Facebook Insights, you must have installed the "fb:admins" meta tagwith your profile id. A simple way to access your profile id is to hover your mouse cursor over yourpersonal profile picture, right click, and copy link location. Now all you need is the numbers on the endof Facebook profile address.The other meta tags are optional, and you can find a longer explanation of each tag in the FacebookDevelopers Forum here: https://developers.facebook.com/docs/opengraph/Social Media HQ www.socialmediahq.com Page 2
  3. 3. How to Register Your Website with Facebook InsightsThe last step of getting started with Facebook Insights on your website, is registering your site withFacebook at http://facebook.com/insights. You will see a green "Insights for your Website" button in thetop right like below:After you click on the button, you will want to type in the address of the website that you want toanalyze in Insights. If you have lots of content that is shareable on your main website, type that addressin. If your blog hosts most of your shareable content, then make sure to register the blog address. To besafe, register both your main website and blog addresses. Next you will want to link the admin to thewebsite. If you inserted your personal profile id number in the meta tags when you were installing theFacebook code, you will want to link to your personal profile like below:Social Media HQ www.socialmediahq.com Page 3
  4. 4. After you type in the website address and match up the admin with the meta tag installed on thewebsite, click on "Get Insights". If you installed the fb:admin code correctly, you should be all set.Analyzing the DataNow that you have Facebook Insights set up, you can now measure how your content is resonating withthe audience, demographics of the audience, click-throughs, content visibility, etc. Lets start with asimple analysis of Social Media HQs reach on Facebook.OverviewWithin the given time period that you specify, you can see whether people clicked on the like button oror shared a link to your site through a status update in the newsfeed or a wall post. Above, you see forevery action taken on your site, it generated 733 impressions for a total distribution of 3,666impressions on Facebook. From the 3,666 impressions, there were 10 clicks back to your site fromstories within the newsfeed, a page wall, or personal profile walls.Site EngagementThe next chart that you see will tell you when the actions took place and what type of actions they were.Likes are when someone clicks on the "like" button placed around your website or blog content. Sharesare when someone includes a link to your website or blog within a status update or a wall post.Social Media HQ www.socialmediahq.com Page 4
  5. 5. Distribution on FacebookIn the distribution chart, you can find out when your content produces the most amount of visibility andwhat type of action produces the most amount of visibility. For example, on Friday, May 27th, a sharestory produced over 500 impressions on Facebook. Based on this data, you could dig deeper and findout who shared the content, the type of content that was shared, and any outside reasons why therewere more impressions than usual.Referral Traffic to SiteReferral traffic will most likely be the most important factor for evaluating whether like/share stories aregenerating interest among your readers friends and colleagues. Again, you can view when like/sharestories generated the most clicks and what type of story produced the most amount of clicks. Fromhere, you can investigate what type of content you produced on the day of the click by using your webanalytics service (i.e. Google Analytics).Social Media HQ www.socialmediahq.com Page 5
  6. 6. ConclusionFacebook is slowly improving its analytics service, so that marketers and advertisers can justify time andmoney spent on its platform. By the end of this year, most experts say that Facebook will be unveiling ananalytics service that rivals Google Analytics. Only time will tell whether this is true.Now that you have the data to back up you Facebook efforts, give it a try and dont be afraid to hire anoutside consultant to help you analyze your reports. Contact Social Media HQ if you would like to hearabout our consulting services.Data Source: facebook.com/insightsSocial Media HQ www.socialmediahq.com Page 6

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