Higher Education Marketing

Facebook’s New Insights Analytics Tool

Date posted: January 16, 2012

Facebook recently upgraded their Insights analytics tool for business pages. In case you weren’t aware of this tool, here’s what the social network has to say about it: Facebook Insights offers the opportunity for “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 and create better experiences on Facebook.”

The company incorporated numerous upgrades in December. These include some of the following features:

Increased Facebook Reach Measurement
You’ve always been able to know how many “total likes” your school page is getting, but now, Insights will also be able to report the following:

 

  • Friends of Fans

 

      This will identify the total number of people your school page could be exposed to, if each of your fans shared your content.

 

  • People Talking About This

This tells you the number of unique people who have shared content from your page in the past week.

 

 

  • Weekly Total Reach

This shows the number of people that have seen content of yours that has been shared.

 

With these three additional metrics, your school will be able to get a much fuller understanding of your Facebook page’s current and potential reach. 

Influence of Post Frequency
When developing content for your school blog and social media platforms, do you ever wonder why some posts are more popular than others? Does frequency make a difference? Is it better to post every day? Every week? Well, this interesting new feature will help answer some of these questions, analyzing correlations between frequency of posts and the influence it has on fans. With this information you can then determine what sort of content and post frequency works best.

Engagement and Virality
As part of a comprehensive social media plan, your school will at some point have to decide what content works best on each social media platform. This feature will help you figure out what content is most effective on Facebook, measuring the following important metrics:

  • Reach
    This will tell you how many people have seen the post.
  • Engaged Users
    This will tell you how many people have clicked on a post.
  • Talking about This
    The number of unique people who have shared content from your page in the past week
  • Virality
    This will tell you the percentage of people who have shared your post (out of the total number of people who have seen it).

Reviewing these metrics for each post can give you a clear sense of what kind of content best resonates with your target audience, and more importantly, what content is most likely to be shared. This sort of insight can be invaluable.

For more on the new Facebook Insights, check out this video from Tweetheart TV’s host, Stephanie Wonderlin:

 

What do you think about these new features? Do you think your school will find them helpful?

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