Facebook Page Post Insights (Metrics) And 3 Ways To Respond

Posted by Paul Colligan on Monday, November 29, 2010

Facebook recently turned “Page Post Insights” on for Facebook Pages of all sizes. This was something once only the “big guys got” and now it’s available for all of us.

What does this mean? You can now see the amount of impressions a Facebook Wall Post – this includes people who visited your page and people who saw your page content in their individual streams. This is pure data gold for anyone trying to maximize their Facebook game.

How can you leverage / respond to these numbers? Let me give you three things that you should start doing TODAY.

Monitor engagement trends. Yes, Facebook does the very wonderful thing of pushing your page content into the social stream of anyone who has “liked” your page but we all need to face the fact that we aren’t the only ones in anyone’s stream. Our content many times will be 4 “older posts” clicks away when our audience is only willing to read the first 2 pages whenever they log on. Strategic timing in your posting can increase your engagement numbers by up to 27% (or at least they have around here). Each audience is different – and you need to understand what’s best for your audience accordingly.

Track your clicks. Yes, “engagement” brings up all those lovey dovy social media feelings but the clicks are what make us money (don’t even get me started on the recent trend of terrible “in Facebook” store options). Examine your percentage of clicks to impressions (or likes) and you’re going to find some really interesting things. Make sure you got tracking that can tell Facebook clicks from other clicks.

Compare to other methods. If a list of 1000 Facebook Fans brings a 8% clickthrough rate (80 clicks) but a mailing list of 10,000 brings 500 clicks (a number many would be happy with), you now understand why I’m so bullish on Facebook. Does that mean scrap your list, NO, but it does mean that you want to make sure that you hang out where your list hangs out.

P.s., stop calling it a list, call it a tribe.

Bonus. If they really are your Tribe – you can always use Facebook to build that “list.” You then get the best of both worlds this way.

Below is a YouTube Video on Facebook Metrics that I put together re this topic. You’ll need to click through to watch if you can’t see it below.

Thoughts / questions on this one? It’s a big topic but one definitely worth exploring.

Last updated by Paul Colligan at November 29, 2010.

http://twitter.com/PodcastHelper Ray

Paul this is some powerful stuff that I've somehow managed to overlook. However, after browsing through my “insights” I'm left somewhat confused by it all. If you did a video or blog breaking down the most important elements discussed above, how to use the info., and what it all really means (i.e. exactly what they mean by impression etc.) that would be extremely helpful and I think a highly viewed blog post. I know at least 500 people who would be interested;)
Thanks,
Ray
http://twitter.com/PodcastHelper Ray

Two follow up questions after viewing the video. You talk about tracking your clicks. What does this mean exactly? Are you talking about Google analytics on your site? How do you do this (track your clicks)?

Also what really does an “impression” tell you? Is it just that a person who “likes” your page has logged into facebook? I suspect they can't actually tell how many people really put eyeballs onto your post?

Thanks much,

Ray
paulcolligan

i actually decided to make the video after i published the piece – so it probably changed between your first and second post.

you ain't going nuts – don't worry

P
http://www.sc2review.com Eric | Starcraft 2 Strategy

I wonder if they're going to really break this down the way google analytics does. They should be able to tell you the impressions, unique visitors, etc. since everyone who sees your page needs to be logged in – they actually should have even more data than google.h
http://osnatbresler.wordpress.com/ osnatbresler

Excellent insights into the nitty gritty of what actually matters for “business”. Thanks you Paul for this post, and I look forward to more of your insights and recommendations on leveraging Facebook.
Russell Angus

This is getting exciting! Hopefully in the near future Facebook Insights will have similar functionality as google analytics.
paulcolligan

We shall see.
paulcolligan

Glad it was helpful.
http://www.lisaiversen.com Lisa

Thanks for your great insights, Paul. I welcome an update from you since Tim Ferriss referenced you in his blog,
http://www.fourhourworkweek.co… that you've transitioned your Facebook page to business marketing, what are your recommendations re: a facebook presence for communications w/ family/friends?

Many thanks, Lisa
paulcolligan

With friends and families – just use it like “normal” people do. Share pictures, pieces of life, thoughts on what's going on – the whole thing. Do set your privacy right for who you are and what you're sharing though …

Paul Colligan – The People And Business Of New And Social Media

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Facebook Page Post Insights (Metrics) And 3 Ways To Respond