Facebook has been busy little bees lately. The latest Facebook change has to do with updating their Insights tool and introducing a new advertising product.
Here’s a quick run-down of the changes and new additions:
- Total Likes: Nothing new here. If you’re familiar with the current Facebook Insight tool this is no different.
- Friends of Fans: Facebook is sticking a number to your page’s reach. You may have 500 fans, but if each of those fans has 200 friends, then your reach is (theoretically) 100,000 Facebook users.
- People Talking About This: An exciting metric that measures interacting with your page: Likes, comments, @mentions, and even event RSVPs. It’s a great snapshot of how engaged your fans are.
- Weekly Total Reach: Representative of organic interactions on your page + paid ads.
Right now, I wouldn’t put too much stock in the Friends of Fans number. It’s gonna be a big sexy number on the monthly report, but there’s really no new news here. Just like old media’s numbers, Nielsen for TV and circulation for print, that giant number doesn’t mean you’re getting more eyeballs.
With that out of the way, let’s dive in and see what these changes really mean. Between the People Talking About This metric, the Virality (yep, they made that one up) stat, and updated Facebook post stats the focus is undeniably on engagement.
The new analytics should give you a deeper understanding of what posts are working and which are duds. In addition, with their new advertising product, covered here by AdAge, you can promote a well-performing post to an ad to garner more attention and fans.
That’s the quick update with the latest Facebook changes. It’s clear that Facebook is pushing its pages to be more engaging. I’ll add more information if it becomes available. If you have any questions or if you have any comments on the new Facebook Insights, we’d love to hear them below.