engagement, Facebook, metrics

Consider Yourself Engaged: the New Facebook Insights

8 Comments 20 October 2011

Image courtesy of geckoam, Creative Commons license

 

I love the new Facebook Insights. Unlike so many other changes that Facebook has sprung unexpectedly on us, the new Insights is a welcome change. I think it is such a significant change that it is a game-changer in the social media space. If I sound gushy, well, I am. With the new Insights metrics, Facebook is boldly telling the Facebook community and its competitors that the most important social network metric is real online engagement. As I’ve written before, if your page cannot ultimately move people to take action, then your organization is wasting its time with Facebook. Online engagement is how it begins.

Facebook believes that you need to know how engaging your content really is. And they want you to do something about that.

Everything about the new Facebook Insights is focused on helping page administrators understand how well their page’s content is being received, shared, and talked about within Facebook. No longer do we have to count up Likes, fan posts to walls, and comments on posts, and pull together the online engagement percentage. And what’s more, we can dive deep, very deep, by post. By who is seeing the posts, and where. By how the content is being shared, and what type of content is being shared. That’s just the beginning. The Facebook metric that matters now is engagement. Here are but three examples of how Facebook is highlighting engagement.

Likes vs. PATA

Think about thee bold statement Facebook is making when it shows this publicly on every Facebook page, for all to note:

In one glance, which number is more important? With simplicity and sharpness, Facebook turned the Like numbers game into an “how many really care” numbers game. Brilliant.

Engagement by post

You can also drill down by post. New Insights is designed to help you understand which posts created the most Reach (impressions, who saw it), or highest number of Engaged Users (who clicked on it), or highest number of those who Talked About This (Liked, shared it, commented on a post). The old Insights offered a blanket number of impressions and feedback percentage by wall post, which merely offered a sense of reach and interest. A post like this one (below), which 2,200+ Facebook users could have seen, only had 56 clicks on it and 9 users who commented or Liked the post. The real engagement metric on this post is 56. And nine people who were really engaged.

What types of posts are the most engaging? Figure that out and improve your PATA score. Go get’em!

How you reached people: understanding how content engages

I also love that you can tell which of the wall posts took off due to either organic, paid or viral traffic. Look at those posts, figure out what happened there, and create more content like that. Understand the difference between the posts that “go viral” and those that are seen because of organic traffic. Greater reach ultimately will attract new Fans and people Talking About your page and posts.

So this is the future of measurement. Thanks goodness. Facebook has made the first move in this direction. It’s is a great start.

Twitter, YouTube, Google+, you’re next.

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  • Annaliese

    Thanks for this post, Debra!  It’s nice to see a clearer picture of *how* these Facebook Insights can help push us to better engagement.  I think that’s the next real stage of the learning curve for nonprofits (better online engagement — now that everyone has some type of online presence), and fabulous that the tools and industry itself is moving in concert with that need.  I think a video tutorial would be great on this topic.  I’m just sayin’ . . . 🙂

    [Reply]

    Debra Askanase Reply:

    Annaliese, I’m thinking…this may just be the push I want to get into video tutorials. Thanks for the “hint.” Agree 100% about the next real stage of learning for nonprofits is engagement. Can’t wait to see what fabulous things that will bring to the web!

    [Reply]

  • John

    Thanks Debra- as usual something clear and concise I can really use.  Thank you

    [Reply]

  • Bennett

    Do you know when Facebook will remove the Old Facebook
    Insights?

    [Reply]

    Debra Askanase Reply:

    Bennett – not sure. I suspect they’ll be up for a bit.

    [Reply]

  • Susan

    That’s really helpful – but as the Insights show up on my page tabs, can everyone see them or it still just admins.  With a fledgeling business, would rather not expose all my idiocy at once!

    [Reply]

    Debra Askanase Reply:

    Hi Susan, only administrators can see that there is an Insights tab on the left-hand side of your page. Only admins have the access to look at them. However, everyone sees the number of people who Like the page and the number of people talking about your page (see image embedded within the blog post for an example). One never knows when Facebook will change things up again, but for now, the Insights are still confidential to admins.

    [Reply]

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About

Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She works with mission-driven organizations to develop digital strategies and campaigns that engage, create trust, and move stakeholders to action. Debra speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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