Our Insight on Facebook's "Insights"

We've noticed the changes to Facebook Insights. Have you?

Here is a quick primer on what's new and what it means for as a brand or agency.Our Quick Reaction

• Facebook has changed its approach to analytics from a focus on users and interactions as two separate metrics to users being the primary metric. Layered on top of deeper user demographics are three new complementary metrics (“likes”, “reaches”, and “talking about this”)
• Facebook now offers more robust and integrated information focused on the user - a nod to brands and agencies interested in creating targeted, paid programs on and off of Facebook.  Consumer data is key, and Facebook is focusing its efforts on providing as much data as possible.
• Viral. Throughout the new metrics is an emphasis on Viral reach. So, what could your Facebook content and activitypotentially reach?  In the future, this could mean a specific focus or offering on influencer outreach. What Facebook users have the most influence, authority and viral potential?
• “External” Metrics. Now there is a greater opportunity to measure your performance outside Facebook.com. Insights are now available on how many people access a page via the mobile app, how they got to your page (email, external website, search, etc)

The Details (the quick cheat-sheet on what's new)1. Brands now have better tools to obtain a calculable metric for word of mouth campaigns via the new "Friends of Fans" metric, which shows total potential reach of the page.People Talking About This Metric: Measures engagement based on actions that a unique user has taken with content on the page – this could be comments, shares, wall posts, photo tags, etcWeekly Total Reach: The number of unique users who have seen Page content via organic means combined with paid initiatives of Ads and Sponsored stories 2. Brands now have a better understanding of which content  is engaging.Reach: The number of unique users who have seen a specific post – is now broken down into 3 categories:

• Organic: users who saw the post via their news feed, ticker or who visited the page.
• Paid: the unique users that viewed content from a Facebook ad or Sponsored Story.
• Viral: unique users that viewed content from a story published by a friend

Engaged Users: The number of users who clicked on a postTalking about this: The number of unique users that created their own story via likes, comments, shares, wall posts, photo tags, etc.Virality: The percentage of users from Reach who created a story about the post. This again takes into consideration actions resulting from paid sponsorship.Like Sources: This now provides a glimpse of the effectiveness of a brands integrated marketing efforts – e.g. having multiple Like button locations on and off Facebook and mobile apps/sites.Learn Facebook Insights - Facebook has developed an interactive course to help marketers optimize their Facebook Page publishing strategy. Click here to access the course