Insight into… Facebook InsightsBy Mike Schaffer

Who Are You?

Mike Schaffer

• Director of Social Media, iostudio

• Background in Sports/Restaurant/Entertainment PR

• PR and Social Media Blogger

• http://www.thebuzzbymikeschaffer.com

• http://www.thefatherhoodguide.com

• PR Pros on Twitter: Top 100, Top 30, #21 Most

Influential

• Published in PRWeek, PRBreakfastClub.com,

AllFacebook.com, SpinSucks.com

Twitter: @mikeschaffer

iostudio…

• Advertising agency with digital, branding and design teams

• Offices in Washington, DC & Nashville, TN (HQ)

• Agency in-house resources:

Brand campaign development Online advertising Website development Social media management/consultation Photography and video production Custom publications Public relations Media planning Contact/call center - (chats, comments, calls and

emails)

Before we begin to measure, we need to understand what it is we’re measuring…

Social media is active and mutually-beneficial engagement with relevant audiences through the use of content development, digital thought leadership and proactive/reactive one-on-one dialogues.

Social media isn't the savior to everything that ails a company. It's one part of an entire media mix and effective public relations/marketing campaign.

- Keith Trivitt, PRSA

Social media is an answer.

Social media isn't always the right answer.

- Niki Murray, Washington Nationals

Social media is a place for news, knowledge, sharing and connecting

Social media isn't a place to talk about what color underwear you're wearing.

- Veronica Brown, Gibraltar Associates

Social media is the biggest cocktail party you've ever been to.

Social media isn't anything you haven't already done, it's just happening somewhere else.

- Nathan Burgess, BlissPR

Social media is a great way to enhance your networking and business development by creating online relationships with people who begin to care about you, your business, and your life.

Social media isn't a quick answer to making money or doubling your bottom line.

- Gini Dietrich, Arment Dietrich

Social media is changing how we interact.

Social media isn't changing why we interact.

- David Spinks, Zaarly

“Social media…is a category of online media where people are talking, participating, sharing, networking, and bookmarking … [encouraging] discussion, feedback, voting, comments, and sharing of information from all interested parties.”

– Ron Jones, Search Engine Watch 

Brief History Lesson

• April 13, 2004 – Facebook becomes an actual LLC

• September 26, 2006 – Facebook opens to everyone 13+

True Measurement Starts With Strategy

1)What are you trying to

accomplish?

2)Why is this something you need

to do?

3)What is your time frame?

4)How will you go about achieving

your goals in that time frame?

5)How and when will you measure

effectiveness?

Why Measure?• Goals. Like any form of marketing, you must set goals and

gauge success against them.• Justification. It’s a reality of our industry that some

decision-makers still need to be convinced.• Improvement. Analytics can improve strategy. What

worked and what didn’t?• Brand Intelligence. Who and where are your fans?• User Behavior. How are your friends interacting with your

brand on your page?• Applications/Tabs. What gets people to your page?• Advertising Insight. What markets/audiences can you

target?

A Quote To Remember

“It’s not about the numbers, it’s about the story behind them.”

- Cory Hartlen, Radian6

273139404636

October 28, 2011 Mega Millions Lottery Drawing

Facebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their

content.

By understanding and analyzing trends within user growth and demographics,

consumption of content, and creation of content, Page owners and Platform developers are better equipped to

improve their business with Facebook. - Facebook.com

What are Facebook Insights?

Who Can See Insights and When?

• “Brand” Page Administrators, Application Owners and Domain Administrators

• Pages must have 30 followers

• Insight data can be exported in .csv/Excel format

• According to Facebook, Insights are updated daily, but for most pages, there is a 2-3 day lag time

Where Are Insights?

OLDNEW

Old Insights: Three Parts

Old Insights: Overview

Old Insights: Definitions

Active UsersThe number of people who have interacted with or viewed your Page or its posts. This includes people who have liked your page and people who haven’t. (Daily, Weekly and Monthly)

Post FeedbackThe number of likes and comments made on News Feed stories posted by your Page

Post ViewsThe number of times people have viewed a News Feed story posted by your Page. Includes people who have liked your page and people who haven’t.

New Insights - Definitions

ReachThe number of

unique people who have seen your

post

New Insights - Definitions

Engaged UsersThe number of

unique people who have clicked

anywhere on your post

New Insights - Definitions

ViralityThe number of unique

people who have created a story from your Page Post as a percentage of the number of unique people who’ve seen it

New Insights - Definitions

People Talking About This

The number of unique people who have

created a story from your Post

People Talking About This Includes…

- Liking a Page- Posting on a Wall- Liking or Sharing a Check-In Deal or Checking-In at a Place

- Phototagging a Page- @ Mentioning a Page- RSVPing to an event- Commenting or sharing a post- Liking photos, videos or albums- Answering a Question

New Insights: More Definitions

Friends of Fans: The number of unique people who were friends with the people who liked your page.

Weekly Total Reach: The number of unique people who have seen any content associated with your Page in the time period, including ads and sponsored stories.

Viral Reach: The number of unique people who saw a story published by a friend about your Page.

Final Thoughts…

Remember your bigger overall goals.

Facebook – and all social media – should be a part of the larger picture.

Create sustainable networks.

Mike Schaffer

Email: michael.schaffer@iostudio.com

Twitter: @mikeschaffer

Website: iostudio.com

Personal sites: www.thebuzzbymikeschaffer.com www.thefatherhoodguide.com

Questions?