Facebook has updated big changes for its insights – integrated analytics tools available in fan page. So, now in your fan page, under how many people like your fan page, you can see there is a number showing of “talking about this”. This metric shows conversation happening about a brand or business page, which is to see how posts on the page reach people in Facebook. This helps marketers understand more the viral effect of its content and so, to make it more engaging and sharable.
“People talking about this” counts “stories”– structured content that people choose to share through Facebook that is eligible to appear in a user’s news feed:
- Like your Page
- Post to your Page’s Wall
- Like, comment or share one of your Page posts (or other content on your page – like photos, videos, albums)
- Answer a Question you posted, RSVP-ing to one of your events
- Mention your Page, photo tagging your Page
- Like or share a check-in deal, or checking in at your Place.
To experience the new functions, click insights and there are three tabs underneath insights. The “Fan” tab didn’t change the information it can provide and remain the same in showing the languages and demographics information of your fans. The tab “Reach” is about how your post reached your fans and friend of fans. This is pure impression. But this metric can be drill down in this updated insights. There are three categories of “Reach” can be.
Organic – When people simply see your post in News Feed.
Paid – When you purchase a Facebook Sponsor Stories.
Viral – When a friend of your existing fans sees the content.
Facebook is also announcing a Page Insights API for the analytics developer community, so that they can create customized Page Insights solutions for existing and potential clients. Context Optional, Wildfire, and Webtrends that have access to certain kinds of Facebook data. Such partnerships are already creating customized insights tools for clients based on the new Page Insights through the Facebook Insights API. With such big changes that may be overwhelming for users and marketers alike, Facebook is at least providing new ways to make sense of social media analytics. For brands wanting to leverage their fans’ networks, these new insights definitely will help considerably.