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Making Sense of Facebook’s New Insights

By Kimberly Castleberry | Small Business

Making Sense of Facebook’s New Insights image facebook icon 150x150Facebook LogoFacebook’s New Insights Powerful New Tools!

New ways to quickly see which pieces of content worked FOR you… and which ones fall flat on their face!

While some of the new “terms” will need learned, once you understand them, you can now “at a glance” see if what you posted recently is working!

For those of us using Facebook for Business, the REAL reason we post on a page is to get seen, heard, and build our brand reputation through VIRAL brand development. Now it’s easier to know if you’re doing the right things.

The new insights are dramatically different than the older insights and it’s obvious that Facebook has been paying attention to what data page admins have been visiting external sites to gather about their page!

Lets Take A Closer Look:

The Overview Panel:

Making Sense of Facebook’s New Insights image fb insights 2013 1Making Sense of Facebook’s New InsightsThe overview panel is exactly that. A quick way to see if you are on target for performance this week. Quick access to the Post Reach and Post Engagement numbers in the lower section will come in handy.

The Page -> Page Likes Panel:

Making Sense of Facebook’s New Insights image fb insights 2013 2Making Sense of Facebook’s New InsightsMy favorite segment here is the “Net Likes: What Changed” area where you can not only see how many new likes you got for a given day but ALSO how many unlikes for the same day. This lets you make sure that new likes is remaining greater than unlikes! Sometimes more unlikes are going to happen but keep an eye on it.

The Page -> Post Reach Panel:

Making Sense of Facebook’s New Insights image fb insights 2013 3Making Sense of Facebook’s New InsightsPay attention to the third section, “Hide, Report as Spam, and Unlikes” so that you can identify if things you did on a certain day got you a bunch of spam complaints. Too many spam complaints can kill your EdgeRank and result in very negative effects on the page visibility.

The Posts -> All Posts Panel

This panel shows us the type, targetting, reach and engagement for each new piece of content we created on the page itself. This is similar to the main overview.

The Posts -> When Your Fans Are Online Panel:

This is one of my favorite tab of the set!

Making Sense of Facebook’s New Insights image fb insights 2013 4Making Sense of Facebook’s New InsightsThe data here refreshes weekly so you’ll want to check in again during holidays to see if your fans behavior patterns have shifted.

The Posts -> Best Post Types Panel:

This is one of my favorite tab of the set!

Making Sense of Facebook’s New Insights image fb insights 2013 5Making Sense of Facebook’s New InsightsFinally! Facebook makes it quick and easy to see which content types your audience is responding well too without having to rely on a third party paid service to find out this information! Woot!

(My audience has never liked video or flash-based audio and you can see here that that has not changed.)

The People Panel:

Making Sense of Facebook’s New Insights image fb insights 2013 6Making Sense of Facebook’s New InsightsWhile this panel is not super important to me now, earlier in my business it was critical in helping find out not only who my audience was but whether or not I was hitting certain intended demographics. Good stuff here!

Exporting Reports

It’s important that you know that at this time, the export reports are still mostly exporting the older reports rather than the newer ones. That should be updated in the near future. There also (like always) is significantly more data and things that can be learned from those export reports (using outside tools) than from these panels here.

However, it’s really the new terminology I think we need to take a look at to help you understand what the numbers MEAN. Without knowing these terms, the numbers don’t mean much!

People Talking About This is the unique number of people who’ve generated a story about your Page in the last 7 days by liking your Page, commenting on or sharing a post, checking in to your location, tagging your Page in a post, or writing on your Page’s wall. In the new Page Insights, the People Talking About This metric has been broken out into people engaged, the number of unique people who’ve clicked on, liked, commented on or shared your posts, and other page activity, which includes Page mentions, check-ins and posts by other people on your Page.

Virality is the percentage of people who’ve created a story from your Page post divided by the total number of people who’ve seen it. In the new Page Insights, virality has been replaced with Engagement Rate, which is the percentage of people who saw a post that then clicked on, liked, commented on or shared it.

Viral Reach is the number of people who saw a post from a story published by a friend. In the new Page Insights, viral reach is included as part of organic reach, with total reach broken down into paid and organic reach.

An Observation…

I LIKE this! A lot actually! Facebook is showing that it’s been listening and getting a better understanding of the data we actually need.

Is it perfect? No, but it’s a substantial improvement over the former insights system.

EdgeRank is now more important than ever and with these tools it will be easier to quickly identify what is working and what isn’t!

This is a strong call to me to really focus on each message and craft it well (and get you guys to come hang out on my page more!)

Not sure how to get your fans to actually wake up and read your stuff? Easy Status System may be just what you want!

I hope you enjoyed this overview and I look forward to sharing thoughts with you below! Love em? Hate em? Confused by em? Let me know! Thanks in advance for all the shares and love!

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