The document provides insights on social media, particularly Facebook, highlighting its role in marketing and public relations. It outlines the importance of setting goals, measuring success, and utilizing Facebook Insights for page administrators to analyze user interaction and improve business outcomes. The content emphasizes that social media is part of a broader strategy and should be approached with a focus on storytelling and engaging audiences.

2. Insight into…
Facebook Insights
By Mike Schaffer

3. 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

4. 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)

5. Before we begin to
measure, we need to
understand what it is we’re
measuring…

6. Social media is active and mutually-
beneficial engagement with relevant
audiences through the use of content
development, digital thought
leadership and proactive/reactive one-
on-one dialogues.
Social media isn't the savior to
everything that ails a company. It's one
part of an entire media mix and
effective public relations/marketing
campaign.
- Keith Trivitt, PRSA

7. Social media is an
answer.
Social media isn't
always the
right answer.
- Niki Murray,
Washington Nationals

8. Social media is a place for news, knowledge, sharing and connecting
Social media isn't a place to talk about what color underwear you're wearing.
- Veronica Brown, Gibraltar Associates

9. Social media is the biggest cocktail party you've ever been to.
Social media isn't anything you haven't already done, it's just happening
somewhere else.
- Nathan Burgess, BlissPR

10. Social media is a great way to enhance
your networking and business
development by creating online
relationships with people who begin to
care about you, your business, and your
life.
Social media isn't a quick answer to
making money or doubling your bottom
line.
- Gini Dietrich, Arment Dietrich

11. Social media is changing
how we interact.
Social media isn't
changing why we interact.
- David Spinks, Zaarly

12. “Social media…is a category
of online media where
people are
talking, participating, shari
ng, networking, and
bookmarking …
[encouraging]
discussion, feedback, voting,
comments, and sharing of
information from all
interested parties.”
– Ron Jones,
Search Engine Watch

13. Brief History Lesson
• April 13, 2004 –
Facebook becomes an
actual LLC
• September 26, 2006 –
Facebook opens to
everyone 13+

14. True Measurement Starts With Strategy
1) 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?

15. Why Measure?
• Goals. Like any form of marketing, you must set goals and
gauge success against them.
• Justification. It’s a reality of our industry that some
decision-makers still need to be convinced.
• Improvement. Analytics can improve strategy. What worked
and what didn’t?
• Brand Intelligence. Who and where are your fans?
• User Behavior. How are your friends interacting with your
brand on your page?
• Applications/Tabs. What gets people to your page?
• Advertising Insight. What markets/audiences can you
target?

16. A Quote To Remember
“It’s not about the
numbers, it’s about
the story behind
them.”
- Cory Hartlen, Radian6

17. 27
31
39
40
46
36

18. October 28, 2011 Mega Millions Lottery Drawing

19. 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

20. Who Can See Insights and When?
• “Brand” Page
Administrators, Application Owners
and Domain Administrators
• Pages must have 30 followers
• Insight data can be exported in
.csv/Excel format
• According to Facebook, Insights are
updated daily, but for most
pages, there is a 2-3 day lag time

21. Where Are Insights?
NEW OLD

22. Old Insights: Three Parts

23. Old Insights: Overview

24. Old Insights: Definitions
Active Users
The number of people who have interacted with or viewed your Page or its
posts. This includes people who have liked your page and people who
haven’t. (Daily, Weekly and Monthly)
Post Feedback
The number of likes and comments made on News Feed stories posted by
your Page
Post Views
The number of times people have viewed a News Feed story posted by
your Page. Includes people who have liked your page and people who
haven’t.

25. New Insights - Definitions
Reach
The number of unique
people who have seen
your post

26. New Insights - Definitions
Engaged Users
The number of unique
people who have
clicked anywhere on
your post

27. New Insights - Definitions
Virality
The number of unique people
who have created a story from
your Page Post as a percentage
of the number of unique people
who’ve seen it

28. New Insights - Definitions
People Talking About This
The number of unique
people who have created a
story from your Post

29. 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

30. New Insights: More Definitions
Friends of Fans: The number of unique people who were
friends with the people who liked your page.
Weekly Total Reach: The number of unique people who
have seen any content associated with your Page in the
time period, including ads and sponsored stories.
Viral Reach: The number of unique people who saw a story
published by a friend about your Page.

31. Final Thoughts…
Remember your bigger overall goals.
Facebook – and all social media – should be a part of the
larger picture.
Create sustainable networks.

32. Questions?
Mike Schaffer
Email: michael.schaffer@iostudio.com
Twitter: @mikeschaffer
Website: iostudio.com
Personal sites: www.thebuzzbymikeschaffer.com
www.thefatherhoodguide.com