A social media executive has to be well versed with every change that occurs in various platforms. When most of the people get to know that you are working in a social media team they do not take you seriously. According to them, you are being paid to access Facebook and Twitter in the office. But the truth is, working on a new strategy is not an easy task. Evaluating a campaign is another big thing that every SM executive is supposed to do. After evaluating reporting is something that consumes a lot of time. Major SM channels are contributing a lot to make reporting easier for us. Recently, Facebook came up with new insights.
Isn’t it true that most of us ignored it? We were using the same ‘export data’ feature. I was going through these insights few days back when I realized it is a great way to understand your fans’ behavior along with the reporting.
New Facebook Insights.
When you click the see all all section in the page insight box you will get these options:
The Overview Tab
This section basically acts like Index page of a book. It’s the same Facebook insights with a little bit of new looks and interface.
You can get a lot of useful information in one go which includes Page Likes, Post Reach and Engagement. Within the same tab you’ll be able to compare data of two weeks together.
Facebook new insights have shown us that the engagement is not just through likes, comments and shares but also the number of clicks on the posts.
The Page Tab
This section is majorly categorized in three parts that are:
This is a unique and a new way to access the data between a time period. The new insights have made our work simpler as now there is no need to set the date (though the option is still there). What all you need to do is slide the bar between desired dates. You can also switch the data using the three buttons on the top which are for a week, month and a quarter.
The second graph on the page is of the total number of likes on the page. It breaks the data on a day to day basis. You can see on what date, how many fans did you have.
The third graph is Net Likes. This is a great representation of the number of likers gained or lost in a day. The new insights give us the leverage to know exactly how many likes gained through paid ads or organically. In the previous version there were just two graphs one was for likes and another for unlikes. Now, you will not have to calculate the number of fans increased or decreased because the net likes graph gives you the right data. It automatically applies the formula:
Net Likes = (Total number of likes on a day) – (Total number of unlikes in a day)
The last one is the source of likes. This graph tells you from where you are getting your likers on daily basis. As an example, you can see in the below graph that majorly, my page likes are coming through page suggestions. Through this, I can also check how many page likes are coming thorough mobile devices or from Application Programmer Interface (API).
This is the tab through which you can get data based on post level. Your paid posts, organic posts, comments, shares, likes, etc.
The first graph on this page tells how many people reached through paid posts or organically. In the below graph, you can see the organic reach of 3,123 as I have not run any advertisement to boost any post.
Most of the social media professional face this problem, that they do not know what kind of posts are working for their brands. Hence, this feature is going to be a boon for them as it gives the right statistics of every post. How many people commented, liked or shared the post. The best part is you can compare between different days.
Another very good feature of the new insights is that we can also calculate the negative feedback of the page. You can check, total number of people who have hidden your posts, reported you as spam or unlikes.
It will help you to plan your content accordingly so that your post reach does not fall further.
We know the total reach of the page is obtained by calculating the total number of people who saw any kind of activity on your page. The graph showcases how people are reached by the page i.e. Through paid ads, sponsored stories, mentions, check-ins, etc.
The page visit tab is dedicated to give you the page level data. The below three graphs offer you the stats through which you can analyze the page and tab visits based on different algorithms like:
Page and tab visits – number of people clicked the tabs on the page in a given period of time.
Other pages activity – Your page mentions, check-ins, people posting on your page.
External referrers – People landing on your page from different sources other than Facebook.
Undoubtedly, the new insight has been a great help to most of us. As, now we have the right data at the right time with a graphical representation.
We will be analyzing the different dimensions that the new Facebook insights have to offer!