EURAXESS Conference in Dubrovnik, April 2013: Workshop Marketing Strategies and Social Media

1. Measuring social
broadcasting effect
Milan Zdravković

2. ◦ For websites, you measure the performance of a
page; for social networks, you measure the
performance of content, which interacts with
users
Overview of stats
Key indicators

3. Key indicators
◦ Total likes is the number of unique people who “liked” the page
◦ Friends of Fans is the number of unique people who are
“friends” with people who liked the page
◦ People Talking About This is the number of unique people
who have created a “story” about the page
– A story is created when someone likes the page, posts to
the page wall, likes or comments on or shares one of the
page’s posts, responds to the event announcements,
mentions the page title in other his/her posts, tags page in a
photo, etc.
◦ Weekly Total Reach is the number of unique people who have
seen any content associated with the page
Content stats – page posts stats

4. Content stats - Page post stats
◦ Reach shows the numbers of unique people who have seen
the post in period of 28 days after it was published
◦ Engaged Users shows the number of people who have
clicked on a post (video, link, etc.)
◦ Virality is the percentage of people who created a story from
the page post out of the total number of unique people who
have seen it
Reach of a Facebook page

5. Reach of a Facebook page
How many times each
person viewed the content
during the time period
◦ Organic: The number of people who have seen the post on
their walls or on the page itself
◦ Paid: The number of people who have seen the post as a
Page Post Ad or a Sponsored Story
◦ Viral: The number of people who have seen the post
because some of their friends interacted with it
Demographics of reach

6. Demographics of reach
Interaction with a Facebook page

7. Interaction with a Facebook page
Demographics of likes

8. Demographics of likes
Origin of likes

9. Origin of likes
◦ How people came to like
your page?
Number of page visits

10. Number of page visits

11. Almost done !