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The 
Complete 
Guide to 
Facebook 
Analytics 
How to analyze the 
metrics that matter
Table of Contents 
Introduction 
Definitions 
Engagement 
Engaged Users 
Engagement Rate 
Reach 
Impressions 
Stories 
Consumptions 
Consumption vs Engaged Users 
Like Sources 
Paid vs Organic Likes 
Facebook Tactics 
The New Facebook Insights 
How to Increase Your Reach 
How to Increase Your Impressions 
Basic Analyses 
How to Measure Your Facebook 
Audience Beyond Fans 
How to Determine Which Posts You Should 
Promote With Facebook Ads 
How to Measure the Impact of Visual Content 
How to Deal With Negative Feedback 
Advanced Analyses 
How to Optimize for Graph Search 
How Graph Search Can Simplify Your Facebook Strategy 
Analyze to Take Advantage of News Feed Changes 
How Analysis Can Help Identify Opportunities 
Perform a Competitive Analysis in Your Industry 
Conclusion 
Simply Measured Sample Reports 
Understand the Performance 
of Your Brand’s Facebook Page(s) 
Benchmark Your Brand’s Facebook 
Performance Against Competitors 
Measure Your Customer Service Efforts on Facebook 
Compare Your Efforts on Facebook 
Against Those on Other Social Networks 
Additional Resources and Sources
3 
INTRODUCTION 
Chances are, your target audience is somewhere among the nearly 9.6 million users who log in to their accounts as least once per day. That’s good news because Facebook is a gold mine for marketers. Consider these Facebook numbers alone: 
• 
More than 1.26 billion registered users 
(1.19 billion of whom are active on a monthly basis) 
• 
350 million daily uploaded photos 
• 
4.75 billion average daily shared items 
• 
20 billion minutes of usage per day 
But it’s not enough to know that your target audience is on Facebook – the key is to reach and engage them and we’re going to show you just how to do that. 
In this comprehensive eBook, we walk you through the most crucial Facebook metrics you need to gauge the performance of your marketing efforts. Then we’ll outline specific ways you can use these metrics to create actionable Facebook strategies. Finally, because even the savviest marketers can find it challenging to make use of all that Facebook data, we share examples of how to use our tools to analyze and report on Facebook metrics yourself.
4 
DEFINITIONS 
You can’t measure what you don’t know, so we’ll begin by defining all the important Facebook metrics and how they’re calculated. As a social media or community manager, having a firm grasp on these Facebook metrics will help you deliver better results with your Facebook strategy. 
The Facebook Engagement Megaphone is a tool we use at Simply Measured, which allows you to track the effectiveness of your post content throughout its life cycle. It will act as a helpful visual as we define Facebook metrics. 
The engagement megaphone outlines your Facebook activity; from your posts and posts about your brand to engaged users, to engagement, to reach, and to impressions. You can use this to find out how many people are seeing your content, whether or not people are interacting with your content, and how many new Page “Likes” your posts are generating.
5 
Engagement 
Content is king, but engagement rules. After all, if no one engages with your content, what’s the point of creating it? That’s why your number-one priority should be to get people engaged with your brand content on Facebook. 
The good news is that Facebook isn’t a network for syndication; it’s a network built for engagement, and recent feature additions show that engagement is more important than ever. The ability to reply to others’ comments, click on hashtags, and search the web were all designed to keep users on-site and discovering new content with which to interact. 
How engagement is calculated 
Three elements signify positive engagement with your posts: 
Likes 
The number of times people Like your posts, indicating how well your content resonates with people. 
Comments 
The number of comments people make on your posts. While the number of comments is an important metric, the tone of comments can provide insight into how people feel about your content, products, or your overall brand. 
Shares 
The number of times people share your content, measuring how much your content is amplified 
by those who see it. 
Engagement 
Likes + Comments + Shares 
Our calculation for engagement is different than Facebook's 
calculation. 
On Facebook, engagement includes clicks. 
Why are our calculations different? Clicks are not available in the public Facebook API so we exclude them from total engagement.
6 
What does engagement mean to you? 
Engagement with your posts reflects three vital things: 
• 
Your brand’s ability to capture users’ attention 
• 
Your brand’s ability to create a connection with your content 
• 
How many people see your posts 
Engagement plays an even larger role in who sees your posts, because it is a major factor in Facebook’s News Feed algorithm. This algorithm determines which News Feeds your posts are displayed in and ultimately, how many users you’re able to reach. When users engage, the actions they take appear in their timelines, making their connection with your brand visible to their friends. And that contributes to awareness for your brand. 
Engagement tells you a lot about your audience - which types of content they’re interested in and whether certain segments of your audience interact more or less with content that is specifically tailored to them. Engagement on certain types of posts can provide insight into the interests of a particular audience for content targeting. 
20K 
18K 
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8K 
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4K 
2K 
0 
Brand Post Engagement Breakdown 
Total Engagement on Brand Posts 
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6/27/13 
6/6/13 
6/18/13 
6/12/13 
6/24/13 
6/30/13 
7/1/13 
Comments 
Shares 
Likes
7 
Engaged Users 
When it comes to your audience on Facebook, there are far more important metrics than your number of Page fans. The engaged users metric is one of them; it’s a key Facebook metric that measures how many people are actively engaging with your Page. 
How engaged users are calculated 
The engaged users metric can be found within Facebook Insights at both the Page and post levels. Engaged users aren’t just limited to your fans; anyone who engages with your Page is an engaged user. 
What do engaged users mean to you? 
Measuring engaged users goes a step beyond your Page’s fan count to tell you how many people are interacting with your Page. Out of the people whom you were able to reach, these are the users who took action on your Page – whether as a Like, share, comment, etc. Monitoring engaged users as a percentage of fans over time can help you determine whether you’re growing an active or a passive audience. 
Engaged users as a percentage of total fans indicates how active your audience is and how valuable your fan growth is from month to month. For example, if the number of total engaged users is up each month as a percentage of total fans, then the quality of your audience is improving. Even the number of engaged users reflects how much your audience is choosing to interact with your brand. 
Engaged Users 
The number of people who engaged with your page (including any click or Story generated)
8 
Engagement with your posts impacts your ability to reach a larger audience. If you can’t continue to engage users, they won’t continue to see your content. Those who engage on your Page are your most valuable audience segment, since they are the ones consuming and sharing your content across Facebook. 
Engagement Rate 
Engagement rate is a metric that you can use to measure your effectiveness at engaging your audience. It can tell you a lot about what content or which post types are the most successful and you can now access this metric in the updated Insights tool. 
You can calculate engagement rate in two different ways based on the available data: 
• 
If you use public post data in a Simply Measured Facebook Competitive Analysis, you can compare your Engagement as a Percentage of Total Fans against other brands on Facebook. 
• 
If you work directly with the engagement rate metric within Facebook Insights, you can see your brand’s engagement rate, whether for a single Page or multiple Pages. 
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120K 
100K 
80K 
60K 
40K 
20K 
0 
7K 
6K 
5K 
4K 
3K 
2K 
1K 
0 
Total Reach & Engaged users 
Total Reach 
Engaged users 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
5/24/13 
4/24/13 
4/15/13 
5/3/13 
4/9/13 
5/15/13 
5/27/13 
4/27/13 
4/18/13 
5/6/13 
Engaged users 
Total Reach
9 
The first option allows you to compare your post or Page performance to other brands on Facebook. Again, this is using public data, not data from Facebook Insights. 
The second option allows you to measure your own brand’s post performance as accurately as possible using Facebook Insights data. 
Calculating engagement rate for posts using Insights data 
Engagement rate is designed to measure the number of unique users who engaged with your content as a percentage of the number of users that were exposed to it. Facebook Insights data provides in-depth unique user totals for engagement actions on your posts, as well as the overall reach of your posts. 
This allows you to calculate engagement rate based on more than Likes, shares, comments and clicks. 
Example: 
100 unique users engaged with a given post and 1000 users saw the post 
Engaged users = 100 
Engagement rate = 10% 
The number of engaged users serves as a valuable metric for measuring content performance and the quality of your audience. 
Engagement Rate 
People who liked, commented, shared, or clicked on 
your post / people who saw your post (post reach)
10 
Calculating engagement rate for posts without Insights data 
When calculating your engagement rate in contrast to your competitors, remember that you don’t have access to their Facebook Insights data. However, you can still draw meaningful insights by looking at engagement for both posts and Pages relative to total fans. 
The Simply Measured solution is to perform a calculation for engagement rate called Engagement as a Percent of Total Fans. This is a simplified way to calculate engagement rate to compare competitor engagement rates to your own. So even if you don’t have time to delve into the reasons for engagement – or lack thereof – this can provide you with the context you need to make informed marketing decisions. 
What does engagement rate mean to you? 
Engagement rate on individual posts is a valuable metric for measuring the quality of content that you post to your Page. Specifically, it allows you to compare engagement between two posts. Knowing what share of your audience actually engages with content can indicate whether or not you’re reaching the right audience as you grow fans over time. 
Engagement as a Percentage of Total Fans allows you to compare engagement on your Page with Pages that have different audience sizes, making it useful for competitive analysis. Comparing your engagement rate to that of your competitors can provide insights about the quality of your audience and your content effectiveness compared to others in your industry. 
Engagement Rate 
Total Engagement (Likes + Comments + Shares) / Total Fans 
Sample engagement for Harley Davidson 
% eng/total 
total engagement 
1.6 Million 
33%
11 
Reach 
Often the first Facebook metric that marketers focus on is the number of fans for a Page. When it comes to measuring the value of your audience though, what matters most is how many people are seeing your content. That’s where reach comes in. 
Overall, reach is the primary metric for determining how many people can possibly see your content. It’s a powerful performance indicator for tactics that enable your brand to connect with users on Facebook. 
How reach is calculated 
There are three types of reach: organic, paid and viral. Understanding and measuring each of these is important to gauge how and why your audience changes over time. 
Organic Reach 
The number of unique people who saw your content in their News Feeds, tickers, or on your Page. 
Paid Reach 
The number of unique people who saw your paid content. 
Viral Reach 
The number of unique people who saw your post or Page mentioned in a Story published by a friend. These stories can include Likes, comments or sharing on your Page, answering a question or responding to an event. 
Reach 
The number of unique people who have seen content associated with your page
12 
Measuring reach by type can help you pinpoint the factors that contributed to content views. If organic reach increased, it might be the result of more fans or increased engagement with content. Changes in viral reach can indicate how shareable your content was, and paid reach can tell you whether changes in reach were due to ads on the network. 
Reach can be viewed for your Page as a whole, or for individual posts. The difference is how many unique users saw an individual post versus those who saw other pieces of content – such as an eBook or report – associated with your Page. 
What does reach mean to you? 
Reach measures your brand’s effective audience. It’s a more accurate measure of your Facebook audience than fans, since not all your fans see your posts and many users who do see your posts are not fans of your Page. 
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120K 
100K 
80K 
60K 
40K 
20K 
0 
Reach Breakdown by Type 
Reach 
Viral 
Paid 
Organic 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
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5/27/13 
4/27/13 
4/18/13 
5/6/13
13 
Impressions 
The largest challenge for brands on Facebook is making it into users’ News Feeds. Impressions are a solid metric for understanding how many times your posts are seen and how frequently users are exposed to that content. 
How impressions are calculated 
Like reach, there are three main types of impressions on Facebook: organic, paid and viral. 
Organic Impressions 
The number of times your content was displayed in a user’s News Feed, ticker, or on your Page. 
Paid Impressions 
The number of times your paid content was displayed. 
Viral Impressions 
The number of times content associated with your Page was displayed in a Story published by a friend. Stories can include liking, commenting or sharing on your Page, answering a question or responding to an event. 
Impressions 
The number of times content associated with your page 
is displayed
14 
It’s easy to confuse reach and impressions since both measure the visibility of content and both measure organic, paid, and viral content. 
The key difference between impressions and reach is that impressions measure the number of times your content is displayed, while reach measures the number of unique people who saw your content. For example, if five people each saw a post twice, the result would be ten impressions (times displayed) and a reach of five (unique people who saw it). 
What do impressions mean to you? 
Impressions measure your ability to expose people to your content on Facebook. This can help you understand not just how many users you’re reaching, but how frequently those users are seeing your posts or content associated with your Page. 
Sample impressions breakdown by type 
Paid 
Viral 
Organic 
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200K 
150K 
100K 
50K 
0 
Reach vs. Impressions 
Total Impressions 
Total Reach 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
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4/9/13 
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4/18/13 
5/6/13
15 
Stories 
What is a Facebook Story? If you’re active on Facebook, you see them everyday and probably create your fair share. 
Facebook Stories are updates from friends about their engagement with a Page, person, event, etc. and they appear in your News Feed. 
How are Stories created? 
Engagement actions that create Stories include: Likes on a Page, engagement on a post, posts on a Page, joining an event, tagging or mentioning a Page, check-ins at a location and other Page interactions. 
By viewing trends around Stories associated with your brand, you can identify how effectively your posts are driving awareness for your Page. 
Segmenting Stories by user wall posts and engagement on your Page can inform you of actions users are taking that drive awareness of your Page. 
Stories 
Updates from friends about their engagement with pages, people, etc. that appear in News feed.
16 
For example, a high volume of Stories about a specific user post could indicate that an influential user posted or that an engaging discussion took place. 
What do Stories mean to you? 
Stories created about your brand posts build awareness for your Facebook Page. The more people who engage with content on your Page, the better the chances that one of their friends will see a Story associated with it. When people engage with posts on your Page, a description of how they engaged appears as a message in their friends’ News Feeds. For instance, the message may say, “Bob liked X Company’s Page” or “Susie commented on X Company’s Page.” 
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600 
500 
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200 
100 
0 
Stories About User Generated Content 
Stories Created 
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5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
5/24/13 
4/24/13 
4/15/13 
5/3/13 
4/9/13 
5/15/13 
5/27/13 
4/27/13 
4/18/13 
5/6/13 
New Page Like 
Page Mention 
User Post
17 
Consumptions 
When people think about Facebook engagement, most think of Likes, comments and shares. That’s because these are the primary actions we take as users, and it’s what we see associated with each post. They’re also the engagement metrics most often used by marketers to assess performance. 
However, Facebook Insights offers a broader measure of engagement that goes beyond Likes, comments and shares. It’s called consumptions. How is it different? It includes clicks. 
How consumptions are calculated 
The consumptions metric can be found within Facebook Insights at both the Page and post levels. 
Within Facebook Insights, the consumption metric is broken down into four segments: 
• 
Link clicks 
• 
Photo views 
• 
Video plays 
• 
Other clicks 
(which includes clicks – whether Likes, comments or shares – that generate Stories) 
Consumptions 
don’t include liking a 
Page in the Timeline and they don’t create Stories in the News Feed; they are limited to clicks on your posts. 
Consumptions 
Clicks anywhere in your post 
(whether the click generates a Story or not).
18 
Viewing how clicks on your posts are segmented can provide additional information about what types of content are engaging people on your Page. It can also put the volume of other engagement actions in context with the number of Stories created. For example, you could look at how many people viewed an enlarged version of a photo on your post versus how many people liked, commented on, or shared it. 
What do consumptions mean to you? 
You might be wondering why you should care about clicks that don’t create Stories in the News Feed. The answer is simple: clicks get factored into the News Feed algorithm. That means measuring clicks on your posts gives you a more complete view of engagement, and a better idea of whether your posts will continue to appear in users’ News Feeds. 
When cross-referenced with other key Facebook metrics, consumptions can prove extremely valuable in measuring content performance. For example, by pairing consumptions with impressions, you can establish a click-through rate for each post or content type. And that allows you to measure the frequency of engagement with your content. 
In addition, you can pair the number of consumers (unique people who clicked) with reach to measure the percentage of people who actually saw and engaged with your content. 
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Consumptions by Type 
Stories Created 
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Photo Views 
Video Plays 
Link Clicks 
Other Clicks
19 
Consumers vs. Engaged Users 
We already reviewed engaged users, so let’s go over consumers and how the two differ. Although the consumers metric is perhaps lesser known, it can actually offer more in-depth insight when it comes to content performance. 
How are consumers defined? 
Consumers are people who clicked on your posts (anywhere within a post), while engaged users are those who clicked on or created a Story anywhere on your Page (this includes liking your Page). Since consumer engagement is limited to posts and engaged users can click anywhere on the Page, the number of engaged users on your Page will always be equal to or greater than the number of consumers. 
While both metrics are available within Facebook Insights at the Page and post levels, the number of engaged users and consumers should almost be equal at the post level. 
What do these metrics mean to you? 
Both metrics can be used to measure audience engagement and content performance. However, because of the subtle differences in how each metric is calculated, each has a specific use. 
Since the engaged users metric includes Stories generated by clicks on your Page and not just within your content, it is a more complete measure of total engagement on your Page. This makes it great for evaluating how engaged the audience is on your Page. 
Consumers 
The number of people who clicked on any of your posts (whether the click generated a Story or not)
20 
As mentioned earlier, consumers are limited to engagement with your content, not your entire Page. 
This makes consumers the most accurate metric for measuring post engagement. In addition, consumers can be segmented by the type of engagement action taken, including: 
• 
Link clicks 
• 
Photo views 
This breakdown, found in the Simply Measured Facebook Content Analysis, gives a greater level of insight into how someone engaged with your content and what type of post it was (link, photo or video). Again, remember that clicks generating Stories (including Likes, comments and shares) are included in “Other Clicks.” 
By comparing consumers to post reach, you can calculate the percentage of people who actually saw your content and chose to engage with it. In other words, you can determine what percentage of your audience was engaged at an individual post level. That means consumers is a better metric than engaged users for measuring content performance. 
• 
Video plays 
• 
Other clicks 
Total Consumers 
Photo Views 
Video Plays 
Link Clicks 
Other Clicks
21 
Like Sources 
A growing audience on Facebook is a sign of a healthy community. But you need to do more than measure the number of new fans to understand how your audience is growing and identify effective tactics for sustaining growth. You need to determine how users are finding your Page. To do that you’ll need to analyze your Like Sources. 
How Like Sources are calculated 
Like Sources can be found within Facebook Insights, via the Facebook Insights tool and the Facebook Insights data export. 
The number of unique people who like your page is broken down by location. In addition, Like Sources within the Facebook Insights tool are broken out into five segments: 
• 
On Your Page 
• 
Page Suggestions 
• 
Ads and Sponsored Stories 
• 
Your Posts 
• 
Others 
Like Sources 
The places where people can Like your page
22 
Within the Facebook Insights data export, Like Sources can be segmented even further. Dozens of sources exist; however, only the sources your Page was liked from will appear in your data export. Facebook provides the following description for some of the most common Like Sources in its Insights developer documentation: 
This isn’t the complete list. For example, Facebook further segments mobile sources into mobile ads and mobile page suggestions. This does, however, give you an idea of the granular breakout that is available within the Facebook data export. 
Facebook 
Insights Tool 
Ads & Sponsored Stories 
Your Posts 
Page Suggestions 
Others 
On Your Page
23 
What do Like Sources mean to you? 
Like Sources can help you understand how users are discovering and liking your Page, and provide context for how your other digital marketing components impact fan growth. For example: 
• 
Are external connects (e.g., clicks on social plugins) from your website effectively driving users to your Facebook Page? 
• 
When you make changes to better integrate social plugins, do you see more Likes? 
• 
What percentage of new Likes is driven by Facebook Ads and Sponsored Stories? 
• 
Is the third-party app from your latest campaign contributing to fan growth? 
• 
How many users liked your Page from a mobile device? 
These are questions you can answer with data from Like Sources. From there, you can make more informed decisions about tactics designed to grow your fan Page – and better measure the overall impact of your social strategy.
24 
Paid vs. Organic Likes 
Facebook advertising is a growing trend, with most brands devoting at least a portion of their social media budget to advertising on the network. According to Business Insider, 74% of survey respondents in August 2013 said their Facebook marketing budgets include spending on paid ads. That number is up from 54% in June 2012. 
For brands that advertise on Facebook, it’s important to be able to segment social media performance by paid vs. organic activities. This includes measuring audience growth, also known as paid Likes. 
How paid and organic Likes are calculated 
Paid and organic Likes are broken out within Facebook Insights’ Like Sources, which we reviewed earlier. Like Sources can be viewed within the Insights tool or the Insights data export, where the number of unique people who liked your Page is broken out by location. 
You can find the following three sources of paid Likes within Like Sources: 
• 
Ads 
• 
Mobile ads 
• 
Sponsored Stories 
The sum of the three sources represents the total number of paid Likes for your Page. 
Paid Likes 
The number of people that liked your page from an Ad or a Sponsored Story
25 
Organic Likes are Page Likes that cannot be attributed to Facebook advertising. You can calculate organic Likes by simply subtracting paid Likes from total Likes. 
To analyze organic Likes further, you can segment Like Sources to identify whether Likes occurred on your Page, or were generated via a social plugin, third-party app, etc. 
What do paid and organic Likes mean to you? 
When you advertise on Facebook, it becomes more difficult to report on audience growth that is driven organically. Nevertheless, for social marketers, it’s important to both understand the impact of paid advertising and avoid attributing paid Likes to successful community management tactics. Segmenting paid Likes from total Likes allows you to do just that. By doing this, you can accurately report on community growth while still being able to identify trends in organic growth. 
Sponsored Stories 
will disappear in 
April 2014. 
In its place, social context will be automatically added to all Facebook Ad types. 
More information here. 
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Daily Paid Likes by Source 
Ads 
Mobile Ads 
Sponsored Stories 
Paid Likes 
8/24/13 
9/17/13 
9/5/13 
8/30/13 
9/23/13 
9/11/13 
8/26/13 
9/19/13 
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9/3/13 
9/15/13 
A breakdown of Paid Likes can display how audience growth is trending for each source.
26 
Organic growth trends can be used to identify successful tactics for building your audience. Segmenting fan growth also makes it possible to calculate benchmarks and set goals based on your Facebook advertising budget. 
Measuring paid Likes against your advertising spend can provide a benchmark you can use to forecast future audience growth, depending on your Facebook advertising budget. You can also use this benchmark to determine how much you should allocate to your Facebook ad budget. 
The challenge of measuring paid ads and forecasting performance isn’t limited to Likes. Paid advertising also affects engagement, reach and impressions. Segmenting performance for each of these metrics can help you measure the impact of Facebook advertising on your Page. 
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Daily Paid Likes vs. Organic Likes 
Organic Likes 
Paid Likes 
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9/21/13 
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9/15/13 
Segmenting Paid Likes can help you spot successful tactics for organic growth.
27 
FACEBOOK TACTICS 
Now that we’ve reviewed how different Facebook metrics are defined, let’s 
put these metrics to use so you can make more informed decisions, improve 
campaign performance and enable success.
28 
The new Facebook Insights 
We’re kicking off this section with an overview of the new Facebook Insights since it’s changed the Facebook metrics game quite a bit. In June 2013, Facebook updated its entire Insights tab for page admins. Here are the big differences that you need to understand. 
PTAT (as we knew it) is gone 
Chief among these changes is that the PTAT (People Talking About This) metric has been broken down and replaced with the sum of its parts: 
• 
Page Likes 
• 
People engaged 
• 
Page tags and mentions 
• 
Page check-ins and other interactions 
40K 
35K 
30K 
25K 
20K 
15K 
10K 
5K 
0 
People Talking About This (PTAT) 
6/1/13 
6/25/13 
6/13/13 
6/7/13 
7/1/13 
6/19/13 
6/3/13 
6/27/13 
6/15/13 
6/9/13 
6/21/13 
6/5/13 
6/29/13 
6/17/13 
6/11/13 
6/23/13
29 
Easier navigation…but no contextualization 
With the new Insights, you get new views and navigation. That means you can easily toggle between several specific views. You can check out a high-level overview of your results on one tab, then easily navigate to other important metrics and KPIs with the click of your mouse. That’s the good news. Though Facebook Insights delivers an impressive amount of data, it can be daunting to put it into context because Insights’ tabs only help organize high-level metrics. This is where social analytics software like Simply Measured comes into play; it puts all your metrics in one report so you can contextualize your data. 
Page and Tab visits 
This is our favorite part of the Insights section. Under the “Visits” tab in your handy new navigation bar, “Page and Tab Visits” allow you to see which of your tabs are being viewed. Why is this cool? If you’re promoting a photo-based campaign, or running a promotion in another tab, you can benchmark that against others on your Page. This allows you to optimize your content much like you would on your website. 
Nate Smitha, our Marketing Conversion Manager, explains why this is a good thing: 
“PTAT was an aggregate metric. 
It combined important engagement components, and gave you an abstract number of how many people were talking (i.e., creating stories) about your page. But the PTAT metric didn’t help you understand how these stories were being created, so it wasn’t a metric that marketers could use to make very actionable decisions.”
30 
All posts published 
The Posts tab offers some great content analysis, complete with previews of visual content, reach and engagement stats. Of course, Facebook wouldn’t leave you high and dry without a way to capitalize on this insight through your ads budget. If you’re managing Facebook Ads, this is a great feature for you. It allows you to see your highest-performing content from an organic click-through perspective, so that you can quickly boost visibility of a post in your ad campaign. 
People 
The People tab gives a great demographic profile of your audience, including a benchmark of “All Facebook.” While this isn’t new, it gives you an interesting way to understand your fans. As you create personas of your ideal customer, content consumer, or audience member, tap into this info to build richer profiles.
31 
How to increase your Reach 
Many factors impact the reach of your content. Facebook’s News Feed algorithm determines which of your fans see your content, and, further downstream, which fan engagement actions – such as Likes and shares – are shared with the friends of your fans. 
To improve the reach of your content, you can: 
• 
Grow the number of active and engaged fans on your Page 
• 
Post content that can quickly and easily be consumed 
• 
Limit the amount of negative feedback your Page receives (For more on negative feedback, check out “How to deal with negative feedback” on page 47). 
How to increase your Impressions 
To improve organic impressions, you need to make it into News Feeds more frequently and optimize your marketing tactics for Facebook’s News Feed algorithm. Specifically, just as with increasing reach, you should: 
• 
Grow the number of active and engaged fans on your Page 
• 
Post content that can quickly and easily be consumed 
• 
Limit the negative feedback you receive (For more on negative feedback, check out “How to deal with negative feedback” on page 47). 
Paid advertising on Facebook can also drive impressions. For marketers, this highlights the importance of understanding what’s driving brand exposure on Facebook.
32 
BASIC ANALYSES 
Now that we’ve outlined and defined all the important metrics, 
we’re ready to put them all to work for us.
33 
How to measure your Facebook audience beyond fans 
When it comes to measuring your audience on Facebook, there is more to it than just fans. Fans can be bought – lured with offers and promotions to Like your Page. The fact that they liked your Page doesn’t mean that they’re true fans of your brand or that they’re engaged with your content. 
Most social marketers know that there is more to understanding their audience than a trended fan count, but many still don’t know what they should be measuring to get the complete picture. Without actionable insights, it’s impossible to steer audience growth, tailor content to your audience or maximize engagement. 
Audience analysis is about understanding the following: 
• 
With whom you’re connecting 
• 
What type of content resonates with them 
• 
How you can more effectively build a community around your brand 
Here are five tactics that will get you focused on the right metrics and give meaning to your Facebook audience analysis. 
1. Measure the audience you actually reach 
Those who see content associated with your Page are not limited to your fans. 
For that reason, reach — which measures the unique number of people who saw content associated with your Page — can give you a better idea of your effective audience. 
Reporting on reach over time can help you understand how the sharing of your content impacts your ability to attract and engage your audience. Without reach, you can’t accurately measure your potential to engage people or convert them into customers.
34 
You should segment reach by its three main types – organic, paid and viral – to understand how your content was shared. It’s important to measure each reach type independently because each indicates different things. 
Paid Reach 
Reflects how many people were exposed to a Facebook Ad and will likely be dedicated 
to driving product awareness and sales rather than engaging your community 
Organic Reach 
Fluctuates based on changes in new fans and engagement with your content but is more likely than paid reach to generate engagement. Monitor organic reach to ensure it’s growing over time 
Viral Reach 
Changes in this metric can indicate how shareable your content was 
140K 
120K 
100K 
80K 
60K 
40K 
20K 
0 
Reach Breakdown by Type 
Reach 
Viral 
Paid 
Organic 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
5/24/13 
4/24/13 
4/15/13 
5/3/13 
4/9/13 
5/15/13 
5/27/13 
4/27/13 
4/18/13 
5/6/13
35 
2. Analyze your engaged users 
Engaged users are the people who took action on your page or with your content. Growing this audience each month is important. As your number of total fans increase, you want to also grow the number of users who engage with your content (engaged users). In other words, as your fan count grows, you want the percentage of engaged users to steadily scale. If you were to grow your audience with users that didn’t engage, the value of that audience growth would be negligible. 
When paired with reach, the percentage of engaged users can indicate when engagement is being driven by successful content strategies, such as the right content format or efforts to increase content visibility through promotion (e.g., paid reach). 
7% 
6% 
5% 
4% 
3% 
2% 
1% 
0% 
Engaged users as a % of Total Reach 
8/1/13 
9/6/13 
9/18/13 
8/19/13 
8/10/13 
9/15/13 
9/27/13 
8/28/13 
8/413 
9/9/13 
9/21/13 
8/22/13 
8/13/13 
8/31/13 
8/7/13 
9/12/13 
9/24/13 
8/25/13 
8/16/13 
9/3/13
36 
While it’s important to continue growing the number of engaged users, it’s also important to understand how effective you are at engaging those who see your content. You can do just that by measuring engaged users as a percentage of reach. The more engaged your audience is, the more likely you’re reaching the right audience with the right content. 
Paid advertising can skew this percentage by inflating paid reach. To avoid distorting this ratio, you can measure engaged users and organic reach at the post level for all posts that weren’t promoted. 
3. Create context for fan growth 
Although the number of total fans isn’t the primary metric for measuring your audience, new fan growth can still serve as a community health indicator. With the right context it can help you identify tactics to organically increase your audience size too. 
By analyzing Like Sources, you can determine where within Facebook people were or what device they were using when they liked your Page. You can also segment Like Sources to help you identify whether fans were acquired via a paid source (such as paid Likes) vs. an organic source (e.g., organic Likes). 
1,000 
900 
800 
700 
600 
500 
400 
300 
200 
100 
0 
Daily Paid Likes vs. Organic Likes 
Organic Likes 
Paid Likes 
8/24/13 
9/17/13 
9/5/13 
8/30/13 
9/23/13 
9/11/13 
8/26/13 
9/19/13 
9/7/13 
9/1/13 
9/13/13 
8/28/13 
9/21/13 
9/9/13 
9/3/13 
9/15/13 
Segmenting Paid Likes can help you spot successful tactics for organic growth.
37 
Reporting on organic fan growth reveals the number of fans you were able to earn, irrespective of how many ads you ran. Organic growth trends can help you identify events, content and tactics that contributed to fan growth. 
Further analyzing organic Like Sources can also help you determine whether your digital properties are effective at driving users to like your Page. For example, are social plugins on your website effectively driving users to your Page? Does better integration of social plugins on your site result in more Likes? 
4. Identify your fans 
To identify who your fans are, establish an audience baseline using Facebook Insights demographic data. 
Then put this data to use. For example, knowing where your fans are located can help inform decisions about what kind of content you share and when you publish it. Say a sizeable percentage of your Facebook fans are in San Francisco and the San Francisco Giants win the World Series. You could use that as a newsjacking opportunity to drive fan engagement. Or consider Ford as an example; when it realized its Facebook Page had a strong following in Germany, it announced on Facebook that it would introduce the Ford Mustang into European markets. 
Newsjacking defined: 
Brand journalism that allows you to take breaking news stories and inject them with your own ideas to generate attention for yourself or your brand. 
Page Fans: Demographic Profile 
Page Fans: Top Countries 
13-17 
18-24 
25-34 
35-44 
45-54 
35K 
30K 
25K 
20K 
15K 
10K 
5K 
0 
Male 
U.S.A. 
Female 
Canada 
Other 
Mexico 
India 
Philippines 
91% 
4% 
3% 
1%
38 
If you’re a B2C brand, just be sure to confirm that age and gender demographics match your target audience. Then use sales data to pinpoint the products your social audience is likely to be interested in. 
Once you’ve established a baseline, go beyond fan demographics by building buyer personas that map to certain products or content topics. Measure engagement with content that ties back to personas as part of your regular audience analysis. 
This type of analysis can give you a deeper understanding of who your audience is and what content will resonate with them.
39 
5. Discover when your fans are most active 
There are a couple of ways to figure out when your fans are most active. The first is built into the Facebook Insights tool.
40 
Facebook’s recently redesigned Insights tool displays: 
• 
How many of your fans were online each day of the past week 
• 
The average number of your fans who saw any posts by hour 
This is an extremely valuable tool, but it’s important to note that it measures when your fans viewed any Facebook posts, not just posts specific to your Page. 
The upside is that fan activity isn’t biased by when you post; the downside is that it’s limited to your fans and does not include engaged users. 
If you have a well-established Page and a sizeable Facebook fan base, it’s likely that a large portion of your audience isn’t active with your brand on a weekly or even monthly basis. 
Before making major changes to how you time your posts, you should validate your findings by analyzing post reach and engagement with your content. This approach is more time consuming, but will help ensure you know when people are most likely to engage with your content.
41 
How to determine which posts you should promote with Facebook Ads 
Facebook Promoted Posts are a great marketing tool for amplifying the reach of specific content. Before you start allocating ad dollars though, you need to determine which content is worth promoting. 
In this section, we outline five ways you can analyze the data from your Facebook Page to guide your Promoted Posts game plan. The more insights you glean ahead of time, the greater the likelihood of success when you execute. 
1. Give new life to old content 
Analyze your content over a historical time period (3, 6, or even 9 months ago) to find posts with high engagement. These top-performing legacy posts have the potential to be successful when promoted. Running a Facebook Content Analysis report will give you an idea of which types of posts and what kind of post content generate the most engagement.
42 
Here, we see that multimedia posts performed much better than posts with links, generating over twice the engagement per post. 
In addition, we can analyze how people engaged on those posts. 
2. Recast lower-performing content 
Next analyze your lowest-performing content to identify posts that drove little or no engagement. Knowing what hasn’t worked gives you the opportunity to recast that content and then give it new life with promotion. 
3. Expand the reach of popular content 
You can also analyze your content to identify content with high engagement. Then capitalize on those posts with paid promotion to increase exposure and improve the success of your overall advertising strategy.
43 
4. Figure out what works for your industry (and your competitors) 
Analyzing your competitors’ Facebook content can also help determine which content types and topics to 
promote. Identifying top performers and understanding what content your competitors use to successfully 
drive engagement gives you more options when putting together your promoted-content strategy. 
5. Figure out what works on other channels 
By determining what works well on other social channels, you could uncover posts that deserve a spot in 
your promoted plan on Facebook. For example, analyze your top-performing Tweets by engagement, and 
use your best Twitter content as a base for a few Facebook Promoted Posts. 
Evaluating and measuring your current content performance gives you a pre-launch prep list, and sets your 
campaigns up for success – before you spend any money. When you do launch, you will be starting off 
with a smarter, data-driven plan that will save you time and money. 
12K 
10K 
8K 
6K 
4K 
2K 
0 
Fan Page Comparison: Engagement on Brand Posts 
Coca-Cola Sprite Pepsi 
Link Photo Status Video Other 
Engagement per post 
CONTENT TYPE PERFORMANCE 
Most Engaging Content Type 
Most Commonly Posted 
Best Performance: Coca-Cola 
Photos 
Photos 
Photos 
2.5M interactions, 88% of all engagement 
387 posts, 58% of all posts 
9,258 interactions, .43% of the brand’s engagement
44 
How to measure the impact of visual content 
You’ve probably noticed by now that visual content is one of the most widely used and widely engaged-with 
content on the internet. Visual content has become more and more impactful as a way to reach 
potential customers, fans and followers. But with so many services for creating and distributing images, 
and so many types of visual content, how can you tell which works the best? 
Here are some quick ways to analyze your visual content and create a strategy based on past success. 
Measure consumptions by post type 
With Facebook Insights, you can delve into how many photos are viewed, videos watched and links 
clicked. Try different types of content and track how they perform over time. This data can be found in our 
Facebook Page Insights Report. 
30K 
25K 
20K 
15K 
10K 
5K 
0 
Post Consumptions Over Time 
5/9/13 
5/21/13 
6/8/13 
5/18/13 
6/5/13 
5/30/13 
5/1/13 
5/12/13 
5/24/13 
6/11/13 
5/3/13 
5/15/13 
6/2/13 
5/27/13 
6/14/13 
5/6/13 
Photo Views Video Plays Link Clicks Other Clicks
45 
Measure total engagement against post engagement 
Measure engagement type overall compared to per-post engagement on your various content. Perhaps you see huge engagement on photos but have also posted your photos four times as many photos as any other media. In such cases, it helps to know how successful your photos are on a per-post basis, breaking down Likes, comments and shares. You can measure this in our Facebook Fan Page Report. 
Engagement Per Brand Post 
Total Engagement on Brand Posts 
Status Posts 
0 
15 
44 
11 
Links 
Photos 
Videos 
Likes 
Total Engagement 
Comments 
Shares 
0 
0 
20K 
40K 
60K 
80K 
100K 
120K 
500 
1,000 
1,500 
2,000 
2,500
46 
Measure engagement on Instagram 
Since Facebook acquired Instagram, the two companies have created a very synergistic relationship so it’s in your best interests to track how your Instagram photos are performing on Facebook (which you can do using our Instagram Account Report). Then compare this to the performance of your Timeline photos within Facebook to form a solid Instagram strategy. 
Engagement Outside of Instagram 
Twitter 
Facebook 
Tweets 
Total Engagement 
615 
Facebook Likes 
23,698 
Facebook Comments 
0 
Facebook Shares 
15 
per photo 
9.8 
per photo 
376.2 
per photo 
0.0 
per photo 
0.2 
4.5K 
4K 
3.5K 
3K 
2.5K 
2K 
1.5K 
1K 
500 
0 
7/22 - 7/28 
7/29 - 8/4 
8/5 - 8/11 
8/12 - 8/18 
8/19 - 8/25 
8/26 - 9/1 
9/2 - 9/8 
9/9 - 9/15
47 
How to deal with negative feedback 
Facebook doesn’t have a dislike button, but the negative actions users can take can have serious implications for your brand. Namely, negative feedback ultimately limits the reach of your brand posts because of how the Facebook News Feed algorithm works. 
Let’s break down what constitutes negative feedback on Facebook. Then, with data from the Simply Measured free Facebook Insights Report, we’ll show how to find out how much negative feedback you receive and how to address the related data. 
What is negative feedback on Facebook? 
There are four main types of negative Facebook feedback, each posing different consequences for your brand: 
1. 
Hide Clicks: When fans click to hide a specific post from appearing in their News Feeds 
2. 
Hide All Clicks: When fans click to hide all posts associated with a single company or 
brand from appearing in their News Feeds 
3. 
Report Spam: When fans report one of your posts as spam 
4. 
Page Unlikes: When users choose to unlike your Page
48 
Segment negative feedback actions 
Segmenting negative feedback can help you understand how it’s affecting your brand. For example, a fan hiding an individual post is much less severe than if they were to hide all of your posts. When a user hides all of your posts, you lose the ability to share content with them in the future. 
That said, viewing individual feedback metrics like “Hide All Clicks” can give you an accurate picture of how many of your fans are opting out of seeing your content. On the other hand, tracking Page unlikes can show your effectiveness at retaining fans. When trended over time, peaks in negative feedback indicate when you’re receiving too much negative feedback. By cross-referencing this with the type of posts and content you published around that time, you may be able to identify the root cause (see Analyze negative feedback by post below). 
Negative Feedback by Type 
Hide Clicks 
Report Spam 
Hide All Clicks 
UnLike 
1.2K 
1.0K 
800 
600 
400 
200 
0 
5/9/13 
5/21/13 
6/8/13 
5/18/13 
6/5/13 
5/30/13 
5/1/13 
5/12/13 
5/24/13 
6/11/13 
5/3/13 
5/15/13 
6/2/13 
5/27/13 
6/14/13 
5/6/13 
Negative Feedback 
peaks are red flags 
for brand content
49 
Create benchmarks for your brand 
Acceptable levels of negative feedback vary by brand. The volume of negative feedback you receive can be influenced by how much reach your posts get, the size and quality of your audience, and your industry. 
Since these factors are unique to your brand, one of the best ways to determine acceptable feedback levels is to establish benchmarks based on the average volume of negative feedback you receive, either by day or by post. Then set goals for decreasing your negative feedback average to help maximize your post reach. 
70 
60 
50 
40 
30 
20 
10 
0 
Hide All Clicks Compared to Average 
5/1/13 
5/3/13 
5/5/13 
5/7/13 
5/9/13 
5/11/13 
5/13/13 
5/15/13 
5/17/13 
5/19/13 
5/21/13 
5/23/13 
5/25/13 
5/27/13 
5/29/13 
5/31/13 
Hide All Clicks 
Average Hide All Clicks
50 
Analyze negative feedback by post 
Go a step further than negative feedback Page totals to analyze actions taken on specific posts. Your per-post 
average will help you flag posts with higher-than-average negative feedback. 
Once you identify which posts receive the most negative feedback, determine the post attributes most 
likely to cause fans to hide your content, flag it as spam or unlike your Page. Going forward, avoid those 
post attributes. 
Account for reach 
The more people who see a given piece of content, the more likely it is that someone will find fault with it. 
In other words, a post with twice as much reach is likely to receive more fan engagement, but also more 
negative feedback. You can account for this by measuring negative feedback as a percentage of Reach. 
Peaks in your negative feedback rate show when more users respond negatively relative to how many users 
saw your content. This is a powerful metric for determining how much negative feedback is too much. 
300 
250 
200 
150 
100 
50 
0 
.45% 
.40% 
.35% 
.30% 
.25% 
.20% 
.15% 
.10% 
.05% 
0% 
Negative Feedback Rate (Percentage of Reach) 
5/1/13 
5/3/13 
5/5/13 
5/7/13 
5/9/13 
5/11/13 
5/13/13 
5/15/13 
5/17/13 
5/19/13 
5/21/13 
5/23/13 
5/25/13 
5/27/13 
5/29/13 
5/31/13 
Feedback as % of Reach Volume of Negative Feedback Hide Clicks Report Spam Hide All Clicks UnLike Page
51 
ADVANCED ANALYSES 
Facebook’s Graph Search provides an alternative to the major search engines. Since the service is still (fairly) new, at least from a marketing perspective, it can be hard for businesses to pinpoint how to best optimize for it. The answer is that while you optimize to appear in the major search engines using SEO (search engine optimization), you optimize to appear high in Graph Search results using GSO (Graph Search Optimization).
52 
How to optimize for Graph Search 
Graph Search ranks content based on specific user-driven metrics, such as engagement on outbound 
content, so these are the ones you should focus on. With The Facebook Page Insights Report from 
Simply Measured, you can analyze these metrics to optimize your Graph Search rankings. 
Here are four key metrics to focus on while ramping up your GSO. 
1. Engagement on outbound content 
Hand-in-hand with how people engage with your Stories and posts is the engagement on your outbound 
content; by that we mean content that you’ve posted on your Page. Since the goal with Graph Search will be 
to have your brand-generated Page, posts and comments show up at the top, it’s important to focus on this 
metric. Facebook bases priority in News Feeds on a number of factors, one of which is the number of Likes 
your content has gotten from the searcher’s network of friends (or even friends of friends, as a secondary 
level). Focus on content, stories and comments that are garnering the most Likes and overall engagement. 
Engagement Details 
Averages Per Post 
Total Stories 
Stories per Post 
Likes 
Likes per Post 
Comments 
Comments per Post 
Clicks 
Clicks per Post 
Shares 
Shares per Post 
23.7K 
438 
94.7K 
1,753 
9,513 
176 
95.1K 
1,760 
8,611 
159 
Outbound Messaging and Engagement Over Time 
4K 
3.5K 
3K 
2.5K 
2K 
1.5K 
1K 
500 
0 
4 
3 
2 
1 
0 
Stories Created 
Outbound Messages 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
5/24/13 
4/24/13 
4/15/13 
5/3/13 
4/9/13 
5/15/13 
5/27/13 
4/27/13 
4/18/13 
5/6/13 
Admin Wall Posts Stories Created About Admin Posts
53 
2. Page fan demographic profile 
Your demographic metrics give you insight into the type of users interacting with your brand, valuable information that makes it easier to cater to your market. Graph Search favors localized content so if you’re a brand with more than one location, claim brand Pages for each. If your Page caters to a specific location or type of clientele, optimize your “About” tab to reflect this by making your profile rich with relevant content and keywords. 
Page Fans: Demographic Profile 
Page Fans: Top Cities 
13-17 
18-24 
25-34 
35-44 
45-54 
50K 
45K 
40K 
35K 
30K 
25K 
20K 
15K 
10K 
5K 
0 
Male 
Seattle, WA 
Anchorage, AK 
Portland, OR 
Fairbanks, AK 
Los Angeles, CA 
Other 
Female 
42,115 
15,824 
11,731 
8,725 
2,977 
2,323
54 
3. Stories on user-generated content 
The results served up by Graph Search are based on a user’s connections to friends. Stories generated by users are a very important metric in this regard. With that in mind, make your Page and content sharable, and give users an incentive to promote your brand to their network. Contests and promotions that encourage mentions of your Page are one good way to appear in Graph Searches of a user’s connections. 
700 
600 
500 
400 
300 
200 
100 
0 
Stories About User Generated Content 
Stories Created 
4/3/13 
5/9/13 
5/21/13 
4/21/13 
4/12/13 
5/18/13 
5/30/13 
4/30/13 
4/6/13 
5/12/13 
5/24/13 
4/24/13 
4/15/13 
5/3/13 
4/9/13 
5/15/13 
5/27/13 
4/27/13 
4/18/13 
5/6/13 
New Page Like 
Page Mention 
User Post
55 
4. Top keywords from comments 
Focusing on the keywords appearing in comments can help you in two ways. For one, you can cater content to the conversations people are having, and drive search relevance by better engaging your active audience. Secondly, if the conversations aren’t driving more traffic to your Page, you can launch a keyword-relevant campaign that steers conversations toward topics that will help your GSO ranking. 
How Graph Search can simplify your Facebook strategy 
In 2013, Facebook announced that posts and status updates are now part of Graph Search results. This update to the search platform allows users to search content including photo captions, check-ins and comments. 
While this feature only allows users to search content visible to them – including posts from friends and publicly shared content – it also means Facebook marketers can more easily plan campaigns and ad spend based on relevant conversations. 
Comment Keyword Analysis 
Total Comments 
4,045 
Facebook 
1,020 
975 
Sale 
567 
Analytics 
430 
Data 
231 
Like 
90 
Seattle 
87 
Software
56 
What does this mean for marketers? 
As a social media manager, you have to dig through an abundance of data to understand how well you’re 
engaging your intended audience. On Facebook alone, Insights can be overwhelming, Ads Manager is 
complex, and identifying conversations and topics that your audience is talking about can be daunting – 
unless those conversations directly involve your brand. 
The good news is that these users are already talking about your brand. While you want to keep them 
engaged, happy and purchasing, you still need to reach new users. 
There are several ways the new Graph Search functionality can help you do this. While it’s no replacement 
for a solid reporting tool that helps you get more from Facebook Insights, these new Graph Search 
features can help simplify your job as a social marketer. 
Check out our powerful 
Facebook Analytics
57 
1. Search for key terms 
By searching “Posts about The Voice,” for example, NBC would be able to see all public posts and conversations about its show – something it wasn’t able to do in the past. 
This type of information can give brand and social media managers great insight into the way their fans are talking about their company, offering, etc., even when they aren’t tagging the actual Page. To continue with this example, NBC’s brand and social media managers could also search on each of the celebrity coaches from the show to identify who resonates with fans, helping shape decisions for their next season. 
This opportunity isn’t just for giant national broadcasters. Even a small- or medium-sized business can identify conversations within its particular industry. For example, if you sell tools, you can search for “Posts about handsaws” and find out which competitors, features and projects people are talking about in relation to handsaws. 
2. Search by location 
If you run a brick-and-mortar store, you’re bound to be more interested in local traffic than you are in Facebook fans from across the country. With the new Graph Search functionality, you can search by location. Let’s assume you run Mom and Pop’s Hardware Store in Seattle, WA. 
“Posts Written in Seattle, Washington” could deliver insight into what people are talking about in general in your city (around the time of the 2014 Super Bowl, the answer was “Seahawks”). You could narrow it even further by looking at “Posts written at Mom and Pop’s Hardware Store” to find out what customers are saying about their experience in your store. 
Posts about The Voice 
Posts written in Seattle, WA
58 
3. Search by time 
Say you ran a sale at your hardware store last month. Just search on “Posts written at Mom and Pop’s Hardware Store from last month” for posts from that time frame to get a sense of whether or not potential customers were aware of the sale. 
4. Search your own content 
Want to make sure you don’t miss a response when you participate in Facebook conversations? Now you can search “Posts I commented on” or “My posts from last year” to identify the places you engaged with fans. 
So there you have it – once you’ve used Graph Search to identify the conversations to target, you can track success, allocate ad spend and use your analytics to form future strategies. 
Analyze to take advantage of News Feed changes 
In its most recent attempt to make branded content feel more organic, Facebook announced that it has updated the way Page interactions display. 
The update will treat Pages even more like people. If one Page tags a second Page that a user has liked, that post may appear in the user’s news feed, even if they don’t like the first Page. 
While the intent of this change is to create a more organic and natural newsfeed for Facebook users (the network ran a survey and found that these stories received high scores), the implications are also awesome for brand pages looking to expand their reach or grow their engaged audience. This change brings Facebook closer to Twitter’s prerogative; validating the fact that users are less resistant to brand interaction than was once assumed. 
Posts written at Mom 
and Pop’s Hardware Store 
Posts I commented on
59 
Here are some ways to ensure your page increases its odds of success with this update. 
1. Identify Pages that already interact with your Page: 
Pinpoint brand Pages that already drive engagement for your brand by mentioning your Page, and 
leverage this attention. 
2. Tag pages in posts when you may have similar audiences: 
This can help grow your audience organically, and gain added exposure for your content among a segment 
you wouldn’t have reached otherwise. 
3. Discover new or related audience segments: 
Identify other brands in your space who engage their audience at a high level, and leverage this attention. 
Seems simple enough. But what’s next? Aside from guessing, how can we identify brand Pages to involve 
in our engagement strategy? Here are four types of analysis, using four different Simply Measured reports 
to help you plan your Page-targeting strategy.
60 
How analysis can help identify opportunities 
1. Discover the pages mentioning you: 
Finding pages that are already mentioning your Page gives you an opportunity to develop content that builds that relationship, and now, leverage their audience. 
Using Simply Measured’s Facebook’s Fan Page Report, we are able to identify the “top posters” of any brand page, whether we have admin access or not. Using Ducati’s Facebook Page as an example lets take a look at their top posters by both engagement and number of posts: 
Top Posters by Total Engagement 
Ducatisti Integralisti 
Zacks Garage 
Franck Carini 
Ben Kreten 
(The users whose posts on your wall have recieved the most engagement) 
Melanie Kreten 
Juan Carlos 
Kelly Cook 
Vijay Nalanaglu 
Yumi Kawaguchi 
Top Users by # of Posts 
Ducatisti Integralisti 
Ducatisti Integralisti 
Valentino Rossi Fan Club 
Alpinestars 
(The users who have posted most frequently on your wall) 
SPEED 
Alex Tondini 
Franck Carini 
Juan Carlos 
1,052 
37 
29 
19 
17 
13 
9 
8 
7 
Ben Kreten 
8 
5 
3 
3 
3 
3 
2 
2 
2
61 
Right away, it’s clear that Ducatisti Integralisti is both the most frequent poster on Ducati’s page, and that their posts have received the most engagement of anything posted on Ducati’s wall. 
To get a closer look at that engagement, we can open this report in Excel, and flip over to the “Posters” tab. 
Of the engagement on Ducatisti Integralisti posts to Ducati’s wall, 219 were shares and 786 were Likes. This suggests that there is both an overlap of Page fans, and interest. This is key to Facebook’s News Feed “relevancy” algorithm. According to the announcement from Facebook: 
“We look at many factors to make sure the most relevant stories appear in News Feed, including which posts are getting the most engagement (such as “Likes”, comments, shares and clicks) across all of Facebook. We also consider which posts are getting the most engagement from people who Like both the Page that posted and the Page that was tagged.” 
2. Find large pages catering to similar interests: 
If you have a large list of competitors or industry “frienemies”, there’s a good chance that they’ve reached a large group of potential customers that you haven’t. Find out who they are, and how they’re doing it. 
Competitive analysis is one of the most versatile and under-utilized types of analysis. There’s a lot you can learn from your competition, and in this case, a lot you can leverage. 
Ducatisti Integralisti is the most frequent poster on Ducati’s page. 
Since Ducatisti Integralisti is a Ducati-focused site, this isn’t surprising, but it’s very possible that not everyone who Likes that page also Likes the Ducati page. Ducati could take advantage of this potential by tagging Ducatisti Integralisti in their Page Posts. With Facebook’s newest change, this gives them a new potential to show up in relevant feeds.
62 
With the Facebook Competitive Analysis Report, you can add competitors or successful companies in your 
space, and identify trends in engagement. Once you’ve done that, you can have a good understanding of 
how and when to mention them in a Post, and leverage their audience. 
In the above example, Special K had the most engaging Tweet, leading the way with a post about Mother’s 
Day. If I’ve determined that I’d like to attract the audience that engages with Special K’s Facebook Page, 
this presents a great Mother’s Day theme for me to use, as opposed to only talking about our products, 
which may compete for market share. 
3. Learn when to time your mentions 
Once you know which Pages you’re looking to leverage, it’s time to focus on tactics. How do you plan on 
doing this? 
While Facebook offers a plethora of public data on your Page and your competitor’s Page, you can also 
access data that’s private to you as a Page admin. The Facebook Page Insights Report can give you some 
great data about when to plan your attack, so to speak. 
Fan Page Engagement Comparison Over Time on Brand Posts 
Honey Bunches 
Cheerios 
Special K 
Cap’n Crunch 
Frosted Mini-Whe... 
Kellogg’s Frosted... 
Kashi 
Fan Interactions (Likes, comments, posts, 
6K 
5K 
4K 
3K 
2K 
1K 
0 
MOST ENGAGING POSTS FROM PEAK 
From 5/13/12 by Special K 
From 5/11/12 by Cheerios 
From 5/21/12 by Special K 
4,830 Interactions 
2,317 Interactions 
2,683 Interactions 
5/1/13 
5/3/13 
5/5/13 
5/7/13 
5/9/13 
5/11/13 
5/13/13 
5/15/13 
5/17/13 
5/19/13 
5/21/13 
5/23/13 
5/25/13 
5/27/13 
5/29/13 
5/31/13
63 
In the optimization section of the report, you can identify the peak times that your audience is logged into Facebook. If you’ve done your homework, this will mirror the data for industry-aligned pages you’re looking to target. Pick your times wisely. Mention other pages at peak times to ensure it displays in their fans’ News Feeds. 
When Are Your Fans Online? 
250.0 M 
200.0 M 
150.0 M 
100.0 M 
50.0 M 
0 
Thursday 
Wednesday 
Tuesday 
Monday 
Friday 
Saturday 
Sunday 
# of Fans Online 
12am 
3am 
6am 
9am 
12pm 
3pm 
6pm 
9pm 
Top Time 
8am - 9am For Online Fans 
7am - 8am For Brand Posts
64 
4. Test and measure everything 
Once you’ve started your campaign, and are mentioning other brand Pages, it’s time to measure. 
Did it work? Which one worked the best? 
Using the Facebook Post Insights report, you can determine which posts led to the highest engagement. 
Analyze whether or not tagging the brand pages boosted your engagement per post, or if it stayed relatively flat. This will help you understand the value of engaging with specific pages. 
Make sure you take into consideration your overall content goals when it comes to Facebook. You’re looking to see which post drove the most engagement, but also what type of engagement. If tagging a specific Page led to a lot of photo views, but no link clicks, which was the goal of the content, it may be time to reevaluate or try a different angle. 
30K 
25K 
20K 
15K 
10K 
5K 
0 
Post Consumptions Over Time 
5/9/12 
5/21/12 
6/8/12 
5/18/12 
6/5/12 
5/30/12 
5/1/12 
5/12/12 
5/24/12 
6/11/12 
5/3/12 
5/15/12 
6/2/12 
5/27/12 
6/14/12 
5/6/12 
Photo Views 
Other Clicks 
Video Clicks 
Link Clicks
65 
Perform a competitive analysis in your industry 
Social media puts an incredible amount data at your fingertips – especially when it comes to analyzing your industry as a whole. We’ve built reports that help you benchmark engagement across channels, measure share of voice, and analyze your competitors content from all angles. From this, we’ve created a guide on how to analyze your competitors using Facebook data, which dives into: 
Competitive Benchmarks 
We can help you find out how you stack up against competitors in your industry based on key 
metrics like engagement. 
Competitive Analysis 
We tell you how to find out why your posts or your competitors’ posts perform well. 
This includes sentiment around campaigns like promoted posts, or specific topics. 
Competitive Insights 
We help you discover how to use this data to find out how to modify your Facebook strategy 
to outshine the competition.
66 
CONCLUSION 
Now that you know what each of the Facebook metrics means and how to analyze them, it’s time to put that knowledge into play. If you don’t currently 
have a tool to help you dive into all of your Facebook data, we’d love you to 
try Simply Measured’s full suite of powerful social media analytics reports.
67 
SIMPLY MEASURED SAMPLE REPORTS 
Simply Measured provides a measurement and reporting solution that aggregates social media data and web analytics from more than a dozen sources and presents it in a single dashboard. We’ve provided samples of reports used by more than 30 percent of the top 100 global brands and over 80,000 users who are Simply Measured customers. 
Answer questions about Facebook Page performance and engagement, as well as fans, posts, “Likes”, comments and engagement trends. Dig into the most effective posts and the impact they’ve had on your Page and your audience.
68 
Understand the performance of your brand’s Facebook Page(s) 
Facebook Page Insights Report *This report requires authorization from your Facebook Page 
Facebook Post Insights Report *This report requires authorization from your Facebook Page 
Multiple Channel Facebook Analysis Report (Mashable) 
Facebook Content Analysis Report (Cheerios) 
Facebook Domain Insights Report *Requires use of Facebook Social Plugins 
Instagram Account Report 
Benchmark your brand’s Facebook performance against competitors 
Analyze the audience, content and engagement trends of any Facebook Page, allowing you to understand your competitive position, performance and market share compared to your competitors. 
Measure your customer service efforts on Facebook 
Dive into individual user posts, track response rates and times, and analyze a dedicated customer service Facebook Page in relation to your main brand Page to understand your customer service effectiveness. 
Facebook Customer Service Analysis (Home Depot) 
Compare your efforts on Facebook against those on other social networks 
Measure your efforts on Twitter in context with Facebook, Instagram, Tumblr, YouTube, Google+ and more. Compare audience size and growth, as well as post engagement across all major networks. 
Complete Social Media Snapshot (RedBull)
69 
ADDITIONAL RESOURCES AND SOURCES 
http://www.theverge.com/2013/9/29/4783702/the-faces-of-facebook-natalie-rojas 
http://investor.fb.com/releasedetail.cfm?ReleaseID=802760 
http://files.shareholder.com/downloads/AMDA-NJ5DZ/2301311196x0xS1326801-13-3/1326801/1326801-13-3.pdf 
http://socialbarrel.com/facebook-photo-library-now-250-billion-user-photos/53315/ 
http://techcrunch.com/2013/07/24/facebook-growth-2/ 
http://www.businessinsider.com.au/marketers-are-spending-more-ad-dollars-on-facebook-2013-9 
https://www.facebook.com/notes/facebook-engineering/under-the-hood-building-graph-search- beta/10151240856103920 
http://www.insidefacebook.com/2013/04/22/graph-search-optimization-the-new-seo-and-what-it- means-for-social-advertisers/ 
http://contentmarketinginstitute.com/2013/03/creating-content-facebook-graph-search/
ABOUT SIMPLY MEASURED 
Simply Measured is a fast-growing team of data geeks dedicated to making 
the world of analytics and reporting a better, more beautiful place. 
Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, beautiful, and accessible for everyone – not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and generating beautiful deliverables on the web, in Excel, and in PowerPoint with a couple of clicks. 
Copyright © 2010–2014 Simply Measured, Inc. All Rights Reserved. 
Want to try Simply Measured? 
Request a Free 14 Day Trial

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Facebooke Statics 2014 b Simplymeasured

  • 1. The Complete Guide to Facebook Analytics How to analyze the metrics that matter
  • 2. Table of Contents Introduction Definitions Engagement Engaged Users Engagement Rate Reach Impressions Stories Consumptions Consumption vs Engaged Users Like Sources Paid vs Organic Likes Facebook Tactics The New Facebook Insights How to Increase Your Reach How to Increase Your Impressions Basic Analyses How to Measure Your Facebook Audience Beyond Fans How to Determine Which Posts You Should Promote With Facebook Ads How to Measure the Impact of Visual Content How to Deal With Negative Feedback Advanced Analyses How to Optimize for Graph Search How Graph Search Can Simplify Your Facebook Strategy Analyze to Take Advantage of News Feed Changes How Analysis Can Help Identify Opportunities Perform a Competitive Analysis in Your Industry Conclusion Simply Measured Sample Reports Understand the Performance of Your Brand’s Facebook Page(s) Benchmark Your Brand’s Facebook Performance Against Competitors Measure Your Customer Service Efforts on Facebook Compare Your Efforts on Facebook Against Those on Other Social Networks Additional Resources and Sources
  • 3. 3 INTRODUCTION Chances are, your target audience is somewhere among the nearly 9.6 million users who log in to their accounts as least once per day. That’s good news because Facebook is a gold mine for marketers. Consider these Facebook numbers alone: • More than 1.26 billion registered users (1.19 billion of whom are active on a monthly basis) • 350 million daily uploaded photos • 4.75 billion average daily shared items • 20 billion minutes of usage per day But it’s not enough to know that your target audience is on Facebook – the key is to reach and engage them and we’re going to show you just how to do that. In this comprehensive eBook, we walk you through the most crucial Facebook metrics you need to gauge the performance of your marketing efforts. Then we’ll outline specific ways you can use these metrics to create actionable Facebook strategies. Finally, because even the savviest marketers can find it challenging to make use of all that Facebook data, we share examples of how to use our tools to analyze and report on Facebook metrics yourself.
  • 4. 4 DEFINITIONS You can’t measure what you don’t know, so we’ll begin by defining all the important Facebook metrics and how they’re calculated. As a social media or community manager, having a firm grasp on these Facebook metrics will help you deliver better results with your Facebook strategy. The Facebook Engagement Megaphone is a tool we use at Simply Measured, which allows you to track the effectiveness of your post content throughout its life cycle. It will act as a helpful visual as we define Facebook metrics. The engagement megaphone outlines your Facebook activity; from your posts and posts about your brand to engaged users, to engagement, to reach, and to impressions. You can use this to find out how many people are seeing your content, whether or not people are interacting with your content, and how many new Page “Likes” your posts are generating.
  • 5. 5 Engagement Content is king, but engagement rules. After all, if no one engages with your content, what’s the point of creating it? That’s why your number-one priority should be to get people engaged with your brand content on Facebook. The good news is that Facebook isn’t a network for syndication; it’s a network built for engagement, and recent feature additions show that engagement is more important than ever. The ability to reply to others’ comments, click on hashtags, and search the web were all designed to keep users on-site and discovering new content with which to interact. How engagement is calculated Three elements signify positive engagement with your posts: Likes The number of times people Like your posts, indicating how well your content resonates with people. Comments The number of comments people make on your posts. While the number of comments is an important metric, the tone of comments can provide insight into how people feel about your content, products, or your overall brand. Shares The number of times people share your content, measuring how much your content is amplified by those who see it. Engagement Likes + Comments + Shares Our calculation for engagement is different than Facebook's calculation. On Facebook, engagement includes clicks. Why are our calculations different? Clicks are not available in the public Facebook API so we exclude them from total engagement.
  • 6. 6 What does engagement mean to you? Engagement with your posts reflects three vital things: • Your brand’s ability to capture users’ attention • Your brand’s ability to create a connection with your content • How many people see your posts Engagement plays an even larger role in who sees your posts, because it is a major factor in Facebook’s News Feed algorithm. This algorithm determines which News Feeds your posts are displayed in and ultimately, how many users you’re able to reach. When users engage, the actions they take appear in their timelines, making their connection with your brand visible to their friends. And that contributes to awareness for your brand. Engagement tells you a lot about your audience - which types of content they’re interested in and whether certain segments of your audience interact more or less with content that is specifically tailored to them. Engagement on certain types of posts can provide insight into the interests of a particular audience for content targeting. 20K 18K 16K 14K 12K 10K 8K 6K 4K 2K 0 Brand Post Engagement Breakdown Total Engagement on Brand Posts 6/1/13 6/13/13 6/7/13 6/19/13 6/25/13 6/4/13 6/16/13 6/10/13 6/22/13 6/28/13 6/2/13 6/14/13 6/8/13 6/20/13 6/26/13 6/5/13 6/17/13 6/11/13 6/23/13 6/29/13 6/3/13 6/15/13 6/9/13 6/21/13 6/27/13 6/6/13 6/18/13 6/12/13 6/24/13 6/30/13 7/1/13 Comments Shares Likes
  • 7. 7 Engaged Users When it comes to your audience on Facebook, there are far more important metrics than your number of Page fans. The engaged users metric is one of them; it’s a key Facebook metric that measures how many people are actively engaging with your Page. How engaged users are calculated The engaged users metric can be found within Facebook Insights at both the Page and post levels. Engaged users aren’t just limited to your fans; anyone who engages with your Page is an engaged user. What do engaged users mean to you? Measuring engaged users goes a step beyond your Page’s fan count to tell you how many people are interacting with your Page. Out of the people whom you were able to reach, these are the users who took action on your Page – whether as a Like, share, comment, etc. Monitoring engaged users as a percentage of fans over time can help you determine whether you’re growing an active or a passive audience. Engaged users as a percentage of total fans indicates how active your audience is and how valuable your fan growth is from month to month. For example, if the number of total engaged users is up each month as a percentage of total fans, then the quality of your audience is improving. Even the number of engaged users reflects how much your audience is choosing to interact with your brand. Engaged Users The number of people who engaged with your page (including any click or Story generated)
  • 8. 8 Engagement with your posts impacts your ability to reach a larger audience. If you can’t continue to engage users, they won’t continue to see your content. Those who engage on your Page are your most valuable audience segment, since they are the ones consuming and sharing your content across Facebook. Engagement Rate Engagement rate is a metric that you can use to measure your effectiveness at engaging your audience. It can tell you a lot about what content or which post types are the most successful and you can now access this metric in the updated Insights tool. You can calculate engagement rate in two different ways based on the available data: • If you use public post data in a Simply Measured Facebook Competitive Analysis, you can compare your Engagement as a Percentage of Total Fans against other brands on Facebook. • If you work directly with the engagement rate metric within Facebook Insights, you can see your brand’s engagement rate, whether for a single Page or multiple Pages. 140K 120K 100K 80K 60K 40K 20K 0 7K 6K 5K 4K 3K 2K 1K 0 Total Reach & Engaged users Total Reach Engaged users 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13 Engaged users Total Reach
  • 9. 9 The first option allows you to compare your post or Page performance to other brands on Facebook. Again, this is using public data, not data from Facebook Insights. The second option allows you to measure your own brand’s post performance as accurately as possible using Facebook Insights data. Calculating engagement rate for posts using Insights data Engagement rate is designed to measure the number of unique users who engaged with your content as a percentage of the number of users that were exposed to it. Facebook Insights data provides in-depth unique user totals for engagement actions on your posts, as well as the overall reach of your posts. This allows you to calculate engagement rate based on more than Likes, shares, comments and clicks. Example: 100 unique users engaged with a given post and 1000 users saw the post Engaged users = 100 Engagement rate = 10% The number of engaged users serves as a valuable metric for measuring content performance and the quality of your audience. Engagement Rate People who liked, commented, shared, or clicked on your post / people who saw your post (post reach)
  • 10. 10 Calculating engagement rate for posts without Insights data When calculating your engagement rate in contrast to your competitors, remember that you don’t have access to their Facebook Insights data. However, you can still draw meaningful insights by looking at engagement for both posts and Pages relative to total fans. The Simply Measured solution is to perform a calculation for engagement rate called Engagement as a Percent of Total Fans. This is a simplified way to calculate engagement rate to compare competitor engagement rates to your own. So even if you don’t have time to delve into the reasons for engagement – or lack thereof – this can provide you with the context you need to make informed marketing decisions. What does engagement rate mean to you? Engagement rate on individual posts is a valuable metric for measuring the quality of content that you post to your Page. Specifically, it allows you to compare engagement between two posts. Knowing what share of your audience actually engages with content can indicate whether or not you’re reaching the right audience as you grow fans over time. Engagement as a Percentage of Total Fans allows you to compare engagement on your Page with Pages that have different audience sizes, making it useful for competitive analysis. Comparing your engagement rate to that of your competitors can provide insights about the quality of your audience and your content effectiveness compared to others in your industry. Engagement Rate Total Engagement (Likes + Comments + Shares) / Total Fans Sample engagement for Harley Davidson % eng/total total engagement 1.6 Million 33%
  • 11. 11 Reach Often the first Facebook metric that marketers focus on is the number of fans for a Page. When it comes to measuring the value of your audience though, what matters most is how many people are seeing your content. That’s where reach comes in. Overall, reach is the primary metric for determining how many people can possibly see your content. It’s a powerful performance indicator for tactics that enable your brand to connect with users on Facebook. How reach is calculated There are three types of reach: organic, paid and viral. Understanding and measuring each of these is important to gauge how and why your audience changes over time. Organic Reach The number of unique people who saw your content in their News Feeds, tickers, or on your Page. Paid Reach The number of unique people who saw your paid content. Viral Reach The number of unique people who saw your post or Page mentioned in a Story published by a friend. These stories can include Likes, comments or sharing on your Page, answering a question or responding to an event. Reach The number of unique people who have seen content associated with your page
  • 12. 12 Measuring reach by type can help you pinpoint the factors that contributed to content views. If organic reach increased, it might be the result of more fans or increased engagement with content. Changes in viral reach can indicate how shareable your content was, and paid reach can tell you whether changes in reach were due to ads on the network. Reach can be viewed for your Page as a whole, or for individual posts. The difference is how many unique users saw an individual post versus those who saw other pieces of content – such as an eBook or report – associated with your Page. What does reach mean to you? Reach measures your brand’s effective audience. It’s a more accurate measure of your Facebook audience than fans, since not all your fans see your posts and many users who do see your posts are not fans of your Page. 140K 120K 100K 80K 60K 40K 20K 0 Reach Breakdown by Type Reach Viral Paid Organic 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13
  • 13. 13 Impressions The largest challenge for brands on Facebook is making it into users’ News Feeds. Impressions are a solid metric for understanding how many times your posts are seen and how frequently users are exposed to that content. How impressions are calculated Like reach, there are three main types of impressions on Facebook: organic, paid and viral. Organic Impressions The number of times your content was displayed in a user’s News Feed, ticker, or on your Page. Paid Impressions The number of times your paid content was displayed. Viral Impressions The number of times content associated with your Page was displayed in a Story published by a friend. Stories can include liking, commenting or sharing on your Page, answering a question or responding to an event. Impressions The number of times content associated with your page is displayed
  • 14. 14 It’s easy to confuse reach and impressions since both measure the visibility of content and both measure organic, paid, and viral content. The key difference between impressions and reach is that impressions measure the number of times your content is displayed, while reach measures the number of unique people who saw your content. For example, if five people each saw a post twice, the result would be ten impressions (times displayed) and a reach of five (unique people who saw it). What do impressions mean to you? Impressions measure your ability to expose people to your content on Facebook. This can help you understand not just how many users you’re reaching, but how frequently those users are seeing your posts or content associated with your Page. Sample impressions breakdown by type Paid Viral Organic 450K 420K 275K 500K 450K 400K 350K 300K 250K 200K 150K 100K 50K 0 Reach vs. Impressions Total Impressions Total Reach 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13
  • 15. 15 Stories What is a Facebook Story? If you’re active on Facebook, you see them everyday and probably create your fair share. Facebook Stories are updates from friends about their engagement with a Page, person, event, etc. and they appear in your News Feed. How are Stories created? Engagement actions that create Stories include: Likes on a Page, engagement on a post, posts on a Page, joining an event, tagging or mentioning a Page, check-ins at a location and other Page interactions. By viewing trends around Stories associated with your brand, you can identify how effectively your posts are driving awareness for your Page. Segmenting Stories by user wall posts and engagement on your Page can inform you of actions users are taking that drive awareness of your Page. Stories Updates from friends about their engagement with pages, people, etc. that appear in News feed.
  • 16. 16 For example, a high volume of Stories about a specific user post could indicate that an influential user posted or that an engaging discussion took place. What do Stories mean to you? Stories created about your brand posts build awareness for your Facebook Page. The more people who engage with content on your Page, the better the chances that one of their friends will see a Story associated with it. When people engage with posts on your Page, a description of how they engaged appears as a message in their friends’ News Feeds. For instance, the message may say, “Bob liked X Company’s Page” or “Susie commented on X Company’s Page.” 700 600 500 400 300 200 100 0 Stories About User Generated Content Stories Created 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13 New Page Like Page Mention User Post
  • 17. 17 Consumptions When people think about Facebook engagement, most think of Likes, comments and shares. That’s because these are the primary actions we take as users, and it’s what we see associated with each post. They’re also the engagement metrics most often used by marketers to assess performance. However, Facebook Insights offers a broader measure of engagement that goes beyond Likes, comments and shares. It’s called consumptions. How is it different? It includes clicks. How consumptions are calculated The consumptions metric can be found within Facebook Insights at both the Page and post levels. Within Facebook Insights, the consumption metric is broken down into four segments: • Link clicks • Photo views • Video plays • Other clicks (which includes clicks – whether Likes, comments or shares – that generate Stories) Consumptions don’t include liking a Page in the Timeline and they don’t create Stories in the News Feed; they are limited to clicks on your posts. Consumptions Clicks anywhere in your post (whether the click generates a Story or not).
  • 18. 18 Viewing how clicks on your posts are segmented can provide additional information about what types of content are engaging people on your Page. It can also put the volume of other engagement actions in context with the number of Stories created. For example, you could look at how many people viewed an enlarged version of a photo on your post versus how many people liked, commented on, or shared it. What do consumptions mean to you? You might be wondering why you should care about clicks that don’t create Stories in the News Feed. The answer is simple: clicks get factored into the News Feed algorithm. That means measuring clicks on your posts gives you a more complete view of engagement, and a better idea of whether your posts will continue to appear in users’ News Feeds. When cross-referenced with other key Facebook metrics, consumptions can prove extremely valuable in measuring content performance. For example, by pairing consumptions with impressions, you can establish a click-through rate for each post or content type. And that allows you to measure the frequency of engagement with your content. In addition, you can pair the number of consumers (unique people who clicked) with reach to measure the percentage of people who actually saw and engaged with your content. 700 600 500 400 300 200 100 0 Consumptions by Type Stories Created 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13 Photo Views Video Plays Link Clicks Other Clicks
  • 19. 19 Consumers vs. Engaged Users We already reviewed engaged users, so let’s go over consumers and how the two differ. Although the consumers metric is perhaps lesser known, it can actually offer more in-depth insight when it comes to content performance. How are consumers defined? Consumers are people who clicked on your posts (anywhere within a post), while engaged users are those who clicked on or created a Story anywhere on your Page (this includes liking your Page). Since consumer engagement is limited to posts and engaged users can click anywhere on the Page, the number of engaged users on your Page will always be equal to or greater than the number of consumers. While both metrics are available within Facebook Insights at the Page and post levels, the number of engaged users and consumers should almost be equal at the post level. What do these metrics mean to you? Both metrics can be used to measure audience engagement and content performance. However, because of the subtle differences in how each metric is calculated, each has a specific use. Since the engaged users metric includes Stories generated by clicks on your Page and not just within your content, it is a more complete measure of total engagement on your Page. This makes it great for evaluating how engaged the audience is on your Page. Consumers The number of people who clicked on any of your posts (whether the click generated a Story or not)
  • 20. 20 As mentioned earlier, consumers are limited to engagement with your content, not your entire Page. This makes consumers the most accurate metric for measuring post engagement. In addition, consumers can be segmented by the type of engagement action taken, including: • Link clicks • Photo views This breakdown, found in the Simply Measured Facebook Content Analysis, gives a greater level of insight into how someone engaged with your content and what type of post it was (link, photo or video). Again, remember that clicks generating Stories (including Likes, comments and shares) are included in “Other Clicks.” By comparing consumers to post reach, you can calculate the percentage of people who actually saw your content and chose to engage with it. In other words, you can determine what percentage of your audience was engaged at an individual post level. That means consumers is a better metric than engaged users for measuring content performance. • Video plays • Other clicks Total Consumers Photo Views Video Plays Link Clicks Other Clicks
  • 21. 21 Like Sources A growing audience on Facebook is a sign of a healthy community. But you need to do more than measure the number of new fans to understand how your audience is growing and identify effective tactics for sustaining growth. You need to determine how users are finding your Page. To do that you’ll need to analyze your Like Sources. How Like Sources are calculated Like Sources can be found within Facebook Insights, via the Facebook Insights tool and the Facebook Insights data export. The number of unique people who like your page is broken down by location. In addition, Like Sources within the Facebook Insights tool are broken out into five segments: • On Your Page • Page Suggestions • Ads and Sponsored Stories • Your Posts • Others Like Sources The places where people can Like your page
  • 22. 22 Within the Facebook Insights data export, Like Sources can be segmented even further. Dozens of sources exist; however, only the sources your Page was liked from will appear in your data export. Facebook provides the following description for some of the most common Like Sources in its Insights developer documentation: This isn’t the complete list. For example, Facebook further segments mobile sources into mobile ads and mobile page suggestions. This does, however, give you an idea of the granular breakout that is available within the Facebook data export. Facebook Insights Tool Ads & Sponsored Stories Your Posts Page Suggestions Others On Your Page
  • 23. 23 What do Like Sources mean to you? Like Sources can help you understand how users are discovering and liking your Page, and provide context for how your other digital marketing components impact fan growth. For example: • Are external connects (e.g., clicks on social plugins) from your website effectively driving users to your Facebook Page? • When you make changes to better integrate social plugins, do you see more Likes? • What percentage of new Likes is driven by Facebook Ads and Sponsored Stories? • Is the third-party app from your latest campaign contributing to fan growth? • How many users liked your Page from a mobile device? These are questions you can answer with data from Like Sources. From there, you can make more informed decisions about tactics designed to grow your fan Page – and better measure the overall impact of your social strategy.
  • 24. 24 Paid vs. Organic Likes Facebook advertising is a growing trend, with most brands devoting at least a portion of their social media budget to advertising on the network. According to Business Insider, 74% of survey respondents in August 2013 said their Facebook marketing budgets include spending on paid ads. That number is up from 54% in June 2012. For brands that advertise on Facebook, it’s important to be able to segment social media performance by paid vs. organic activities. This includes measuring audience growth, also known as paid Likes. How paid and organic Likes are calculated Paid and organic Likes are broken out within Facebook Insights’ Like Sources, which we reviewed earlier. Like Sources can be viewed within the Insights tool or the Insights data export, where the number of unique people who liked your Page is broken out by location. You can find the following three sources of paid Likes within Like Sources: • Ads • Mobile ads • Sponsored Stories The sum of the three sources represents the total number of paid Likes for your Page. Paid Likes The number of people that liked your page from an Ad or a Sponsored Story
  • 25. 25 Organic Likes are Page Likes that cannot be attributed to Facebook advertising. You can calculate organic Likes by simply subtracting paid Likes from total Likes. To analyze organic Likes further, you can segment Like Sources to identify whether Likes occurred on your Page, or were generated via a social plugin, third-party app, etc. What do paid and organic Likes mean to you? When you advertise on Facebook, it becomes more difficult to report on audience growth that is driven organically. Nevertheless, for social marketers, it’s important to both understand the impact of paid advertising and avoid attributing paid Likes to successful community management tactics. Segmenting paid Likes from total Likes allows you to do just that. By doing this, you can accurately report on community growth while still being able to identify trends in organic growth. Sponsored Stories will disappear in April 2014. In its place, social context will be automatically added to all Facebook Ad types. More information here. 1,000 900 800 700 600 500 400 300 200 100 0 Daily Paid Likes by Source Ads Mobile Ads Sponsored Stories Paid Likes 8/24/13 9/17/13 9/5/13 8/30/13 9/23/13 9/11/13 8/26/13 9/19/13 9/7/13 9/1/13 9/13/13 8/28/13 9/21/13 9/9/13 9/3/13 9/15/13 A breakdown of Paid Likes can display how audience growth is trending for each source.
  • 26. 26 Organic growth trends can be used to identify successful tactics for building your audience. Segmenting fan growth also makes it possible to calculate benchmarks and set goals based on your Facebook advertising budget. Measuring paid Likes against your advertising spend can provide a benchmark you can use to forecast future audience growth, depending on your Facebook advertising budget. You can also use this benchmark to determine how much you should allocate to your Facebook ad budget. The challenge of measuring paid ads and forecasting performance isn’t limited to Likes. Paid advertising also affects engagement, reach and impressions. Segmenting performance for each of these metrics can help you measure the impact of Facebook advertising on your Page. 1,000 900 800 700 600 500 400 300 200 100 0 Daily Paid Likes vs. Organic Likes Organic Likes Paid Likes 8/24/13 9/17/13 9/5/13 8/30/13 9/23/13 9/11/13 8/26/13 9/19/13 9/7/13 9/1/13 9/13/13 8/28/13 9/21/13 9/9/13 9/3/13 9/15/13 Segmenting Paid Likes can help you spot successful tactics for organic growth.
  • 27. 27 FACEBOOK TACTICS Now that we’ve reviewed how different Facebook metrics are defined, let’s put these metrics to use so you can make more informed decisions, improve campaign performance and enable success.
  • 28. 28 The new Facebook Insights We’re kicking off this section with an overview of the new Facebook Insights since it’s changed the Facebook metrics game quite a bit. In June 2013, Facebook updated its entire Insights tab for page admins. Here are the big differences that you need to understand. PTAT (as we knew it) is gone Chief among these changes is that the PTAT (People Talking About This) metric has been broken down and replaced with the sum of its parts: • Page Likes • People engaged • Page tags and mentions • Page check-ins and other interactions 40K 35K 30K 25K 20K 15K 10K 5K 0 People Talking About This (PTAT) 6/1/13 6/25/13 6/13/13 6/7/13 7/1/13 6/19/13 6/3/13 6/27/13 6/15/13 6/9/13 6/21/13 6/5/13 6/29/13 6/17/13 6/11/13 6/23/13
  • 29. 29 Easier navigation…but no contextualization With the new Insights, you get new views and navigation. That means you can easily toggle between several specific views. You can check out a high-level overview of your results on one tab, then easily navigate to other important metrics and KPIs with the click of your mouse. That’s the good news. Though Facebook Insights delivers an impressive amount of data, it can be daunting to put it into context because Insights’ tabs only help organize high-level metrics. This is where social analytics software like Simply Measured comes into play; it puts all your metrics in one report so you can contextualize your data. Page and Tab visits This is our favorite part of the Insights section. Under the “Visits” tab in your handy new navigation bar, “Page and Tab Visits” allow you to see which of your tabs are being viewed. Why is this cool? If you’re promoting a photo-based campaign, or running a promotion in another tab, you can benchmark that against others on your Page. This allows you to optimize your content much like you would on your website. Nate Smitha, our Marketing Conversion Manager, explains why this is a good thing: “PTAT was an aggregate metric. It combined important engagement components, and gave you an abstract number of how many people were talking (i.e., creating stories) about your page. But the PTAT metric didn’t help you understand how these stories were being created, so it wasn’t a metric that marketers could use to make very actionable decisions.”
  • 30. 30 All posts published The Posts tab offers some great content analysis, complete with previews of visual content, reach and engagement stats. Of course, Facebook wouldn’t leave you high and dry without a way to capitalize on this insight through your ads budget. If you’re managing Facebook Ads, this is a great feature for you. It allows you to see your highest-performing content from an organic click-through perspective, so that you can quickly boost visibility of a post in your ad campaign. People The People tab gives a great demographic profile of your audience, including a benchmark of “All Facebook.” While this isn’t new, it gives you an interesting way to understand your fans. As you create personas of your ideal customer, content consumer, or audience member, tap into this info to build richer profiles.
  • 31. 31 How to increase your Reach Many factors impact the reach of your content. Facebook’s News Feed algorithm determines which of your fans see your content, and, further downstream, which fan engagement actions – such as Likes and shares – are shared with the friends of your fans. To improve the reach of your content, you can: • Grow the number of active and engaged fans on your Page • Post content that can quickly and easily be consumed • Limit the amount of negative feedback your Page receives (For more on negative feedback, check out “How to deal with negative feedback” on page 47). How to increase your Impressions To improve organic impressions, you need to make it into News Feeds more frequently and optimize your marketing tactics for Facebook’s News Feed algorithm. Specifically, just as with increasing reach, you should: • Grow the number of active and engaged fans on your Page • Post content that can quickly and easily be consumed • Limit the negative feedback you receive (For more on negative feedback, check out “How to deal with negative feedback” on page 47). Paid advertising on Facebook can also drive impressions. For marketers, this highlights the importance of understanding what’s driving brand exposure on Facebook.
  • 32. 32 BASIC ANALYSES Now that we’ve outlined and defined all the important metrics, we’re ready to put them all to work for us.
  • 33. 33 How to measure your Facebook audience beyond fans When it comes to measuring your audience on Facebook, there is more to it than just fans. Fans can be bought – lured with offers and promotions to Like your Page. The fact that they liked your Page doesn’t mean that they’re true fans of your brand or that they’re engaged with your content. Most social marketers know that there is more to understanding their audience than a trended fan count, but many still don’t know what they should be measuring to get the complete picture. Without actionable insights, it’s impossible to steer audience growth, tailor content to your audience or maximize engagement. Audience analysis is about understanding the following: • With whom you’re connecting • What type of content resonates with them • How you can more effectively build a community around your brand Here are five tactics that will get you focused on the right metrics and give meaning to your Facebook audience analysis. 1. Measure the audience you actually reach Those who see content associated with your Page are not limited to your fans. For that reason, reach — which measures the unique number of people who saw content associated with your Page — can give you a better idea of your effective audience. Reporting on reach over time can help you understand how the sharing of your content impacts your ability to attract and engage your audience. Without reach, you can’t accurately measure your potential to engage people or convert them into customers.
  • 34. 34 You should segment reach by its three main types – organic, paid and viral – to understand how your content was shared. It’s important to measure each reach type independently because each indicates different things. Paid Reach Reflects how many people were exposed to a Facebook Ad and will likely be dedicated to driving product awareness and sales rather than engaging your community Organic Reach Fluctuates based on changes in new fans and engagement with your content but is more likely than paid reach to generate engagement. Monitor organic reach to ensure it’s growing over time Viral Reach Changes in this metric can indicate how shareable your content was 140K 120K 100K 80K 60K 40K 20K 0 Reach Breakdown by Type Reach Viral Paid Organic 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13
  • 35. 35 2. Analyze your engaged users Engaged users are the people who took action on your page or with your content. Growing this audience each month is important. As your number of total fans increase, you want to also grow the number of users who engage with your content (engaged users). In other words, as your fan count grows, you want the percentage of engaged users to steadily scale. If you were to grow your audience with users that didn’t engage, the value of that audience growth would be negligible. When paired with reach, the percentage of engaged users can indicate when engagement is being driven by successful content strategies, such as the right content format or efforts to increase content visibility through promotion (e.g., paid reach). 7% 6% 5% 4% 3% 2% 1% 0% Engaged users as a % of Total Reach 8/1/13 9/6/13 9/18/13 8/19/13 8/10/13 9/15/13 9/27/13 8/28/13 8/413 9/9/13 9/21/13 8/22/13 8/13/13 8/31/13 8/7/13 9/12/13 9/24/13 8/25/13 8/16/13 9/3/13
  • 36. 36 While it’s important to continue growing the number of engaged users, it’s also important to understand how effective you are at engaging those who see your content. You can do just that by measuring engaged users as a percentage of reach. The more engaged your audience is, the more likely you’re reaching the right audience with the right content. Paid advertising can skew this percentage by inflating paid reach. To avoid distorting this ratio, you can measure engaged users and organic reach at the post level for all posts that weren’t promoted. 3. Create context for fan growth Although the number of total fans isn’t the primary metric for measuring your audience, new fan growth can still serve as a community health indicator. With the right context it can help you identify tactics to organically increase your audience size too. By analyzing Like Sources, you can determine where within Facebook people were or what device they were using when they liked your Page. You can also segment Like Sources to help you identify whether fans were acquired via a paid source (such as paid Likes) vs. an organic source (e.g., organic Likes). 1,000 900 800 700 600 500 400 300 200 100 0 Daily Paid Likes vs. Organic Likes Organic Likes Paid Likes 8/24/13 9/17/13 9/5/13 8/30/13 9/23/13 9/11/13 8/26/13 9/19/13 9/7/13 9/1/13 9/13/13 8/28/13 9/21/13 9/9/13 9/3/13 9/15/13 Segmenting Paid Likes can help you spot successful tactics for organic growth.
  • 37. 37 Reporting on organic fan growth reveals the number of fans you were able to earn, irrespective of how many ads you ran. Organic growth trends can help you identify events, content and tactics that contributed to fan growth. Further analyzing organic Like Sources can also help you determine whether your digital properties are effective at driving users to like your Page. For example, are social plugins on your website effectively driving users to your Page? Does better integration of social plugins on your site result in more Likes? 4. Identify your fans To identify who your fans are, establish an audience baseline using Facebook Insights demographic data. Then put this data to use. For example, knowing where your fans are located can help inform decisions about what kind of content you share and when you publish it. Say a sizeable percentage of your Facebook fans are in San Francisco and the San Francisco Giants win the World Series. You could use that as a newsjacking opportunity to drive fan engagement. Or consider Ford as an example; when it realized its Facebook Page had a strong following in Germany, it announced on Facebook that it would introduce the Ford Mustang into European markets. Newsjacking defined: Brand journalism that allows you to take breaking news stories and inject them with your own ideas to generate attention for yourself or your brand. Page Fans: Demographic Profile Page Fans: Top Countries 13-17 18-24 25-34 35-44 45-54 35K 30K 25K 20K 15K 10K 5K 0 Male U.S.A. Female Canada Other Mexico India Philippines 91% 4% 3% 1%
  • 38. 38 If you’re a B2C brand, just be sure to confirm that age and gender demographics match your target audience. Then use sales data to pinpoint the products your social audience is likely to be interested in. Once you’ve established a baseline, go beyond fan demographics by building buyer personas that map to certain products or content topics. Measure engagement with content that ties back to personas as part of your regular audience analysis. This type of analysis can give you a deeper understanding of who your audience is and what content will resonate with them.
  • 39. 39 5. Discover when your fans are most active There are a couple of ways to figure out when your fans are most active. The first is built into the Facebook Insights tool.
  • 40. 40 Facebook’s recently redesigned Insights tool displays: • How many of your fans were online each day of the past week • The average number of your fans who saw any posts by hour This is an extremely valuable tool, but it’s important to note that it measures when your fans viewed any Facebook posts, not just posts specific to your Page. The upside is that fan activity isn’t biased by when you post; the downside is that it’s limited to your fans and does not include engaged users. If you have a well-established Page and a sizeable Facebook fan base, it’s likely that a large portion of your audience isn’t active with your brand on a weekly or even monthly basis. Before making major changes to how you time your posts, you should validate your findings by analyzing post reach and engagement with your content. This approach is more time consuming, but will help ensure you know when people are most likely to engage with your content.
  • 41. 41 How to determine which posts you should promote with Facebook Ads Facebook Promoted Posts are a great marketing tool for amplifying the reach of specific content. Before you start allocating ad dollars though, you need to determine which content is worth promoting. In this section, we outline five ways you can analyze the data from your Facebook Page to guide your Promoted Posts game plan. The more insights you glean ahead of time, the greater the likelihood of success when you execute. 1. Give new life to old content Analyze your content over a historical time period (3, 6, or even 9 months ago) to find posts with high engagement. These top-performing legacy posts have the potential to be successful when promoted. Running a Facebook Content Analysis report will give you an idea of which types of posts and what kind of post content generate the most engagement.
  • 42. 42 Here, we see that multimedia posts performed much better than posts with links, generating over twice the engagement per post. In addition, we can analyze how people engaged on those posts. 2. Recast lower-performing content Next analyze your lowest-performing content to identify posts that drove little or no engagement. Knowing what hasn’t worked gives you the opportunity to recast that content and then give it new life with promotion. 3. Expand the reach of popular content You can also analyze your content to identify content with high engagement. Then capitalize on those posts with paid promotion to increase exposure and improve the success of your overall advertising strategy.
  • 43. 43 4. Figure out what works for your industry (and your competitors) Analyzing your competitors’ Facebook content can also help determine which content types and topics to promote. Identifying top performers and understanding what content your competitors use to successfully drive engagement gives you more options when putting together your promoted-content strategy. 5. Figure out what works on other channels By determining what works well on other social channels, you could uncover posts that deserve a spot in your promoted plan on Facebook. For example, analyze your top-performing Tweets by engagement, and use your best Twitter content as a base for a few Facebook Promoted Posts. Evaluating and measuring your current content performance gives you a pre-launch prep list, and sets your campaigns up for success – before you spend any money. When you do launch, you will be starting off with a smarter, data-driven plan that will save you time and money. 12K 10K 8K 6K 4K 2K 0 Fan Page Comparison: Engagement on Brand Posts Coca-Cola Sprite Pepsi Link Photo Status Video Other Engagement per post CONTENT TYPE PERFORMANCE Most Engaging Content Type Most Commonly Posted Best Performance: Coca-Cola Photos Photos Photos 2.5M interactions, 88% of all engagement 387 posts, 58% of all posts 9,258 interactions, .43% of the brand’s engagement
  • 44. 44 How to measure the impact of visual content You’ve probably noticed by now that visual content is one of the most widely used and widely engaged-with content on the internet. Visual content has become more and more impactful as a way to reach potential customers, fans and followers. But with so many services for creating and distributing images, and so many types of visual content, how can you tell which works the best? Here are some quick ways to analyze your visual content and create a strategy based on past success. Measure consumptions by post type With Facebook Insights, you can delve into how many photos are viewed, videos watched and links clicked. Try different types of content and track how they perform over time. This data can be found in our Facebook Page Insights Report. 30K 25K 20K 15K 10K 5K 0 Post Consumptions Over Time 5/9/13 5/21/13 6/8/13 5/18/13 6/5/13 5/30/13 5/1/13 5/12/13 5/24/13 6/11/13 5/3/13 5/15/13 6/2/13 5/27/13 6/14/13 5/6/13 Photo Views Video Plays Link Clicks Other Clicks
  • 45. 45 Measure total engagement against post engagement Measure engagement type overall compared to per-post engagement on your various content. Perhaps you see huge engagement on photos but have also posted your photos four times as many photos as any other media. In such cases, it helps to know how successful your photos are on a per-post basis, breaking down Likes, comments and shares. You can measure this in our Facebook Fan Page Report. Engagement Per Brand Post Total Engagement on Brand Posts Status Posts 0 15 44 11 Links Photos Videos Likes Total Engagement Comments Shares 0 0 20K 40K 60K 80K 100K 120K 500 1,000 1,500 2,000 2,500
  • 46. 46 Measure engagement on Instagram Since Facebook acquired Instagram, the two companies have created a very synergistic relationship so it’s in your best interests to track how your Instagram photos are performing on Facebook (which you can do using our Instagram Account Report). Then compare this to the performance of your Timeline photos within Facebook to form a solid Instagram strategy. Engagement Outside of Instagram Twitter Facebook Tweets Total Engagement 615 Facebook Likes 23,698 Facebook Comments 0 Facebook Shares 15 per photo 9.8 per photo 376.2 per photo 0.0 per photo 0.2 4.5K 4K 3.5K 3K 2.5K 2K 1.5K 1K 500 0 7/22 - 7/28 7/29 - 8/4 8/5 - 8/11 8/12 - 8/18 8/19 - 8/25 8/26 - 9/1 9/2 - 9/8 9/9 - 9/15
  • 47. 47 How to deal with negative feedback Facebook doesn’t have a dislike button, but the negative actions users can take can have serious implications for your brand. Namely, negative feedback ultimately limits the reach of your brand posts because of how the Facebook News Feed algorithm works. Let’s break down what constitutes negative feedback on Facebook. Then, with data from the Simply Measured free Facebook Insights Report, we’ll show how to find out how much negative feedback you receive and how to address the related data. What is negative feedback on Facebook? There are four main types of negative Facebook feedback, each posing different consequences for your brand: 1. Hide Clicks: When fans click to hide a specific post from appearing in their News Feeds 2. Hide All Clicks: When fans click to hide all posts associated with a single company or brand from appearing in their News Feeds 3. Report Spam: When fans report one of your posts as spam 4. Page Unlikes: When users choose to unlike your Page
  • 48. 48 Segment negative feedback actions Segmenting negative feedback can help you understand how it’s affecting your brand. For example, a fan hiding an individual post is much less severe than if they were to hide all of your posts. When a user hides all of your posts, you lose the ability to share content with them in the future. That said, viewing individual feedback metrics like “Hide All Clicks” can give you an accurate picture of how many of your fans are opting out of seeing your content. On the other hand, tracking Page unlikes can show your effectiveness at retaining fans. When trended over time, peaks in negative feedback indicate when you’re receiving too much negative feedback. By cross-referencing this with the type of posts and content you published around that time, you may be able to identify the root cause (see Analyze negative feedback by post below). Negative Feedback by Type Hide Clicks Report Spam Hide All Clicks UnLike 1.2K 1.0K 800 600 400 200 0 5/9/13 5/21/13 6/8/13 5/18/13 6/5/13 5/30/13 5/1/13 5/12/13 5/24/13 6/11/13 5/3/13 5/15/13 6/2/13 5/27/13 6/14/13 5/6/13 Negative Feedback peaks are red flags for brand content
  • 49. 49 Create benchmarks for your brand Acceptable levels of negative feedback vary by brand. The volume of negative feedback you receive can be influenced by how much reach your posts get, the size and quality of your audience, and your industry. Since these factors are unique to your brand, one of the best ways to determine acceptable feedback levels is to establish benchmarks based on the average volume of negative feedback you receive, either by day or by post. Then set goals for decreasing your negative feedback average to help maximize your post reach. 70 60 50 40 30 20 10 0 Hide All Clicks Compared to Average 5/1/13 5/3/13 5/5/13 5/7/13 5/9/13 5/11/13 5/13/13 5/15/13 5/17/13 5/19/13 5/21/13 5/23/13 5/25/13 5/27/13 5/29/13 5/31/13 Hide All Clicks Average Hide All Clicks
  • 50. 50 Analyze negative feedback by post Go a step further than negative feedback Page totals to analyze actions taken on specific posts. Your per-post average will help you flag posts with higher-than-average negative feedback. Once you identify which posts receive the most negative feedback, determine the post attributes most likely to cause fans to hide your content, flag it as spam or unlike your Page. Going forward, avoid those post attributes. Account for reach The more people who see a given piece of content, the more likely it is that someone will find fault with it. In other words, a post with twice as much reach is likely to receive more fan engagement, but also more negative feedback. You can account for this by measuring negative feedback as a percentage of Reach. Peaks in your negative feedback rate show when more users respond negatively relative to how many users saw your content. This is a powerful metric for determining how much negative feedback is too much. 300 250 200 150 100 50 0 .45% .40% .35% .30% .25% .20% .15% .10% .05% 0% Negative Feedback Rate (Percentage of Reach) 5/1/13 5/3/13 5/5/13 5/7/13 5/9/13 5/11/13 5/13/13 5/15/13 5/17/13 5/19/13 5/21/13 5/23/13 5/25/13 5/27/13 5/29/13 5/31/13 Feedback as % of Reach Volume of Negative Feedback Hide Clicks Report Spam Hide All Clicks UnLike Page
  • 51. 51 ADVANCED ANALYSES Facebook’s Graph Search provides an alternative to the major search engines. Since the service is still (fairly) new, at least from a marketing perspective, it can be hard for businesses to pinpoint how to best optimize for it. The answer is that while you optimize to appear in the major search engines using SEO (search engine optimization), you optimize to appear high in Graph Search results using GSO (Graph Search Optimization).
  • 52. 52 How to optimize for Graph Search Graph Search ranks content based on specific user-driven metrics, such as engagement on outbound content, so these are the ones you should focus on. With The Facebook Page Insights Report from Simply Measured, you can analyze these metrics to optimize your Graph Search rankings. Here are four key metrics to focus on while ramping up your GSO. 1. Engagement on outbound content Hand-in-hand with how people engage with your Stories and posts is the engagement on your outbound content; by that we mean content that you’ve posted on your Page. Since the goal with Graph Search will be to have your brand-generated Page, posts and comments show up at the top, it’s important to focus on this metric. Facebook bases priority in News Feeds on a number of factors, one of which is the number of Likes your content has gotten from the searcher’s network of friends (or even friends of friends, as a secondary level). Focus on content, stories and comments that are garnering the most Likes and overall engagement. Engagement Details Averages Per Post Total Stories Stories per Post Likes Likes per Post Comments Comments per Post Clicks Clicks per Post Shares Shares per Post 23.7K 438 94.7K 1,753 9,513 176 95.1K 1,760 8,611 159 Outbound Messaging and Engagement Over Time 4K 3.5K 3K 2.5K 2K 1.5K 1K 500 0 4 3 2 1 0 Stories Created Outbound Messages 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13 Admin Wall Posts Stories Created About Admin Posts
  • 53. 53 2. Page fan demographic profile Your demographic metrics give you insight into the type of users interacting with your brand, valuable information that makes it easier to cater to your market. Graph Search favors localized content so if you’re a brand with more than one location, claim brand Pages for each. If your Page caters to a specific location or type of clientele, optimize your “About” tab to reflect this by making your profile rich with relevant content and keywords. Page Fans: Demographic Profile Page Fans: Top Cities 13-17 18-24 25-34 35-44 45-54 50K 45K 40K 35K 30K 25K 20K 15K 10K 5K 0 Male Seattle, WA Anchorage, AK Portland, OR Fairbanks, AK Los Angeles, CA Other Female 42,115 15,824 11,731 8,725 2,977 2,323
  • 54. 54 3. Stories on user-generated content The results served up by Graph Search are based on a user’s connections to friends. Stories generated by users are a very important metric in this regard. With that in mind, make your Page and content sharable, and give users an incentive to promote your brand to their network. Contests and promotions that encourage mentions of your Page are one good way to appear in Graph Searches of a user’s connections. 700 600 500 400 300 200 100 0 Stories About User Generated Content Stories Created 4/3/13 5/9/13 5/21/13 4/21/13 4/12/13 5/18/13 5/30/13 4/30/13 4/6/13 5/12/13 5/24/13 4/24/13 4/15/13 5/3/13 4/9/13 5/15/13 5/27/13 4/27/13 4/18/13 5/6/13 New Page Like Page Mention User Post
  • 55. 55 4. Top keywords from comments Focusing on the keywords appearing in comments can help you in two ways. For one, you can cater content to the conversations people are having, and drive search relevance by better engaging your active audience. Secondly, if the conversations aren’t driving more traffic to your Page, you can launch a keyword-relevant campaign that steers conversations toward topics that will help your GSO ranking. How Graph Search can simplify your Facebook strategy In 2013, Facebook announced that posts and status updates are now part of Graph Search results. This update to the search platform allows users to search content including photo captions, check-ins and comments. While this feature only allows users to search content visible to them – including posts from friends and publicly shared content – it also means Facebook marketers can more easily plan campaigns and ad spend based on relevant conversations. Comment Keyword Analysis Total Comments 4,045 Facebook 1,020 975 Sale 567 Analytics 430 Data 231 Like 90 Seattle 87 Software
  • 56. 56 What does this mean for marketers? As a social media manager, you have to dig through an abundance of data to understand how well you’re engaging your intended audience. On Facebook alone, Insights can be overwhelming, Ads Manager is complex, and identifying conversations and topics that your audience is talking about can be daunting – unless those conversations directly involve your brand. The good news is that these users are already talking about your brand. While you want to keep them engaged, happy and purchasing, you still need to reach new users. There are several ways the new Graph Search functionality can help you do this. While it’s no replacement for a solid reporting tool that helps you get more from Facebook Insights, these new Graph Search features can help simplify your job as a social marketer. Check out our powerful Facebook Analytics
  • 57. 57 1. Search for key terms By searching “Posts about The Voice,” for example, NBC would be able to see all public posts and conversations about its show – something it wasn’t able to do in the past. This type of information can give brand and social media managers great insight into the way their fans are talking about their company, offering, etc., even when they aren’t tagging the actual Page. To continue with this example, NBC’s brand and social media managers could also search on each of the celebrity coaches from the show to identify who resonates with fans, helping shape decisions for their next season. This opportunity isn’t just for giant national broadcasters. Even a small- or medium-sized business can identify conversations within its particular industry. For example, if you sell tools, you can search for “Posts about handsaws” and find out which competitors, features and projects people are talking about in relation to handsaws. 2. Search by location If you run a brick-and-mortar store, you’re bound to be more interested in local traffic than you are in Facebook fans from across the country. With the new Graph Search functionality, you can search by location. Let’s assume you run Mom and Pop’s Hardware Store in Seattle, WA. “Posts Written in Seattle, Washington” could deliver insight into what people are talking about in general in your city (around the time of the 2014 Super Bowl, the answer was “Seahawks”). You could narrow it even further by looking at “Posts written at Mom and Pop’s Hardware Store” to find out what customers are saying about their experience in your store. Posts about The Voice Posts written in Seattle, WA
  • 58. 58 3. Search by time Say you ran a sale at your hardware store last month. Just search on “Posts written at Mom and Pop’s Hardware Store from last month” for posts from that time frame to get a sense of whether or not potential customers were aware of the sale. 4. Search your own content Want to make sure you don’t miss a response when you participate in Facebook conversations? Now you can search “Posts I commented on” or “My posts from last year” to identify the places you engaged with fans. So there you have it – once you’ve used Graph Search to identify the conversations to target, you can track success, allocate ad spend and use your analytics to form future strategies. Analyze to take advantage of News Feed changes In its most recent attempt to make branded content feel more organic, Facebook announced that it has updated the way Page interactions display. The update will treat Pages even more like people. If one Page tags a second Page that a user has liked, that post may appear in the user’s news feed, even if they don’t like the first Page. While the intent of this change is to create a more organic and natural newsfeed for Facebook users (the network ran a survey and found that these stories received high scores), the implications are also awesome for brand pages looking to expand their reach or grow their engaged audience. This change brings Facebook closer to Twitter’s prerogative; validating the fact that users are less resistant to brand interaction than was once assumed. Posts written at Mom and Pop’s Hardware Store Posts I commented on
  • 59. 59 Here are some ways to ensure your page increases its odds of success with this update. 1. Identify Pages that already interact with your Page: Pinpoint brand Pages that already drive engagement for your brand by mentioning your Page, and leverage this attention. 2. Tag pages in posts when you may have similar audiences: This can help grow your audience organically, and gain added exposure for your content among a segment you wouldn’t have reached otherwise. 3. Discover new or related audience segments: Identify other brands in your space who engage their audience at a high level, and leverage this attention. Seems simple enough. But what’s next? Aside from guessing, how can we identify brand Pages to involve in our engagement strategy? Here are four types of analysis, using four different Simply Measured reports to help you plan your Page-targeting strategy.
  • 60. 60 How analysis can help identify opportunities 1. Discover the pages mentioning you: Finding pages that are already mentioning your Page gives you an opportunity to develop content that builds that relationship, and now, leverage their audience. Using Simply Measured’s Facebook’s Fan Page Report, we are able to identify the “top posters” of any brand page, whether we have admin access or not. Using Ducati’s Facebook Page as an example lets take a look at their top posters by both engagement and number of posts: Top Posters by Total Engagement Ducatisti Integralisti Zacks Garage Franck Carini Ben Kreten (The users whose posts on your wall have recieved the most engagement) Melanie Kreten Juan Carlos Kelly Cook Vijay Nalanaglu Yumi Kawaguchi Top Users by # of Posts Ducatisti Integralisti Ducatisti Integralisti Valentino Rossi Fan Club Alpinestars (The users who have posted most frequently on your wall) SPEED Alex Tondini Franck Carini Juan Carlos 1,052 37 29 19 17 13 9 8 7 Ben Kreten 8 5 3 3 3 3 2 2 2
  • 61. 61 Right away, it’s clear that Ducatisti Integralisti is both the most frequent poster on Ducati’s page, and that their posts have received the most engagement of anything posted on Ducati’s wall. To get a closer look at that engagement, we can open this report in Excel, and flip over to the “Posters” tab. Of the engagement on Ducatisti Integralisti posts to Ducati’s wall, 219 were shares and 786 were Likes. This suggests that there is both an overlap of Page fans, and interest. This is key to Facebook’s News Feed “relevancy” algorithm. According to the announcement from Facebook: “We look at many factors to make sure the most relevant stories appear in News Feed, including which posts are getting the most engagement (such as “Likes”, comments, shares and clicks) across all of Facebook. We also consider which posts are getting the most engagement from people who Like both the Page that posted and the Page that was tagged.” 2. Find large pages catering to similar interests: If you have a large list of competitors or industry “frienemies”, there’s a good chance that they’ve reached a large group of potential customers that you haven’t. Find out who they are, and how they’re doing it. Competitive analysis is one of the most versatile and under-utilized types of analysis. There’s a lot you can learn from your competition, and in this case, a lot you can leverage. Ducatisti Integralisti is the most frequent poster on Ducati’s page. Since Ducatisti Integralisti is a Ducati-focused site, this isn’t surprising, but it’s very possible that not everyone who Likes that page also Likes the Ducati page. Ducati could take advantage of this potential by tagging Ducatisti Integralisti in their Page Posts. With Facebook’s newest change, this gives them a new potential to show up in relevant feeds.
  • 62. 62 With the Facebook Competitive Analysis Report, you can add competitors or successful companies in your space, and identify trends in engagement. Once you’ve done that, you can have a good understanding of how and when to mention them in a Post, and leverage their audience. In the above example, Special K had the most engaging Tweet, leading the way with a post about Mother’s Day. If I’ve determined that I’d like to attract the audience that engages with Special K’s Facebook Page, this presents a great Mother’s Day theme for me to use, as opposed to only talking about our products, which may compete for market share. 3. Learn when to time your mentions Once you know which Pages you’re looking to leverage, it’s time to focus on tactics. How do you plan on doing this? While Facebook offers a plethora of public data on your Page and your competitor’s Page, you can also access data that’s private to you as a Page admin. The Facebook Page Insights Report can give you some great data about when to plan your attack, so to speak. Fan Page Engagement Comparison Over Time on Brand Posts Honey Bunches Cheerios Special K Cap’n Crunch Frosted Mini-Whe... Kellogg’s Frosted... Kashi Fan Interactions (Likes, comments, posts, 6K 5K 4K 3K 2K 1K 0 MOST ENGAGING POSTS FROM PEAK From 5/13/12 by Special K From 5/11/12 by Cheerios From 5/21/12 by Special K 4,830 Interactions 2,317 Interactions 2,683 Interactions 5/1/13 5/3/13 5/5/13 5/7/13 5/9/13 5/11/13 5/13/13 5/15/13 5/17/13 5/19/13 5/21/13 5/23/13 5/25/13 5/27/13 5/29/13 5/31/13
  • 63. 63 In the optimization section of the report, you can identify the peak times that your audience is logged into Facebook. If you’ve done your homework, this will mirror the data for industry-aligned pages you’re looking to target. Pick your times wisely. Mention other pages at peak times to ensure it displays in their fans’ News Feeds. When Are Your Fans Online? 250.0 M 200.0 M 150.0 M 100.0 M 50.0 M 0 Thursday Wednesday Tuesday Monday Friday Saturday Sunday # of Fans Online 12am 3am 6am 9am 12pm 3pm 6pm 9pm Top Time 8am - 9am For Online Fans 7am - 8am For Brand Posts
  • 64. 64 4. Test and measure everything Once you’ve started your campaign, and are mentioning other brand Pages, it’s time to measure. Did it work? Which one worked the best? Using the Facebook Post Insights report, you can determine which posts led to the highest engagement. Analyze whether or not tagging the brand pages boosted your engagement per post, or if it stayed relatively flat. This will help you understand the value of engaging with specific pages. Make sure you take into consideration your overall content goals when it comes to Facebook. You’re looking to see which post drove the most engagement, but also what type of engagement. If tagging a specific Page led to a lot of photo views, but no link clicks, which was the goal of the content, it may be time to reevaluate or try a different angle. 30K 25K 20K 15K 10K 5K 0 Post Consumptions Over Time 5/9/12 5/21/12 6/8/12 5/18/12 6/5/12 5/30/12 5/1/12 5/12/12 5/24/12 6/11/12 5/3/12 5/15/12 6/2/12 5/27/12 6/14/12 5/6/12 Photo Views Other Clicks Video Clicks Link Clicks
  • 65. 65 Perform a competitive analysis in your industry Social media puts an incredible amount data at your fingertips – especially when it comes to analyzing your industry as a whole. We’ve built reports that help you benchmark engagement across channels, measure share of voice, and analyze your competitors content from all angles. From this, we’ve created a guide on how to analyze your competitors using Facebook data, which dives into: Competitive Benchmarks We can help you find out how you stack up against competitors in your industry based on key metrics like engagement. Competitive Analysis We tell you how to find out why your posts or your competitors’ posts perform well. This includes sentiment around campaigns like promoted posts, or specific topics. Competitive Insights We help you discover how to use this data to find out how to modify your Facebook strategy to outshine the competition.
  • 66. 66 CONCLUSION Now that you know what each of the Facebook metrics means and how to analyze them, it’s time to put that knowledge into play. If you don’t currently have a tool to help you dive into all of your Facebook data, we’d love you to try Simply Measured’s full suite of powerful social media analytics reports.
  • 67. 67 SIMPLY MEASURED SAMPLE REPORTS Simply Measured provides a measurement and reporting solution that aggregates social media data and web analytics from more than a dozen sources and presents it in a single dashboard. We’ve provided samples of reports used by more than 30 percent of the top 100 global brands and over 80,000 users who are Simply Measured customers. Answer questions about Facebook Page performance and engagement, as well as fans, posts, “Likes”, comments and engagement trends. Dig into the most effective posts and the impact they’ve had on your Page and your audience.
  • 68. 68 Understand the performance of your brand’s Facebook Page(s) Facebook Page Insights Report *This report requires authorization from your Facebook Page Facebook Post Insights Report *This report requires authorization from your Facebook Page Multiple Channel Facebook Analysis Report (Mashable) Facebook Content Analysis Report (Cheerios) Facebook Domain Insights Report *Requires use of Facebook Social Plugins Instagram Account Report Benchmark your brand’s Facebook performance against competitors Analyze the audience, content and engagement trends of any Facebook Page, allowing you to understand your competitive position, performance and market share compared to your competitors. Measure your customer service efforts on Facebook Dive into individual user posts, track response rates and times, and analyze a dedicated customer service Facebook Page in relation to your main brand Page to understand your customer service effectiveness. Facebook Customer Service Analysis (Home Depot) Compare your efforts on Facebook against those on other social networks Measure your efforts on Twitter in context with Facebook, Instagram, Tumblr, YouTube, Google+ and more. Compare audience size and growth, as well as post engagement across all major networks. Complete Social Media Snapshot (RedBull)
  • 69. 69 ADDITIONAL RESOURCES AND SOURCES http://www.theverge.com/2013/9/29/4783702/the-faces-of-facebook-natalie-rojas http://investor.fb.com/releasedetail.cfm?ReleaseID=802760 http://files.shareholder.com/downloads/AMDA-NJ5DZ/2301311196x0xS1326801-13-3/1326801/1326801-13-3.pdf http://socialbarrel.com/facebook-photo-library-now-250-billion-user-photos/53315/ http://techcrunch.com/2013/07/24/facebook-growth-2/ http://www.businessinsider.com.au/marketers-are-spending-more-ad-dollars-on-facebook-2013-9 https://www.facebook.com/notes/facebook-engineering/under-the-hood-building-graph-search- beta/10151240856103920 http://www.insidefacebook.com/2013/04/22/graph-search-optimization-the-new-seo-and-what-it- means-for-social-advertisers/ http://contentmarketinginstitute.com/2013/03/creating-content-facebook-graph-search/
  • 70. ABOUT SIMPLY MEASURED Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place. Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, beautiful, and accessible for everyone – not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and generating beautiful deliverables on the web, in Excel, and in PowerPoint with a couple of clicks. Copyright © 2010–2014 Simply Measured, Inc. All Rights Reserved. Want to try Simply Measured? Request a Free 14 Day Trial