A Guide To Socialbakers Analytics and its Enhanced Facebook Insights

Transcription

1 A Guide To Socialbakers Analytics and its Enhanced Facebook Insights

2 2 Introduction To make accessing and understanding your metrics easier and more useful, we ve enhanced Socialbakers Analytics with tighter integration of the latest Facebook insights. You ll now have a deeper view into the activity of your Facebook pages, which we ll discuss in detail throughout the rest of this guide. Summary The new integration improves the Facebook insights section of the Socialbakers Analytics platform and provides more metrics, some of which are provided in real-time. We ve divided the information into four sections: Likes, Reach, Visits, and People. Each has a different role in determining a successful social media strategy. In this paper we cover which metrics you can now find in the new Facebook Insights section of Socialbakers Analytics, and what they mean for your business.

3 3 Likes The new Likes section shows the following metrics: Total Likes - The total number of people who have liked your Page Net Growth - (Organic Likes + Paid Likes) - Unlikes Where Your Likes Come From The metric Where your likes come from shows you by day which source your new likes came from. This information is really useful because it allows you to optimize your Facebook Fan Growth by targeting them at the source. For example, if you see that the majority of your likes are coming from mobile devices, you might consider potentially increasing your spend in this area. Reach The new Reach section gives you 12 metrics. The total page impressions and total page reach sections break down impressions and reach into paid and organic. Impressions vs. Reach The difference between impressions and reach is that impressions are the number of times a piece of content has been seen, whereas reach is how many unique people have seen it. Organic reach is the number of people who have seen your posts because they like your page, or because someone they are connected to has engaged with your content, whereas paid reach is from boosting content s reach in the News Feed through Facebook advertising. Paid vs. Organic If you see that your organic reach or organic impressions are dropping then you might try boosting your reach through the News Feed. Tools like Socialbakers Ad Analytics can help you identify which posts are best to boost. Hint: it s usually the ones that are already performing well on their own. It s a great way to improve your reach, engagement and return on investment.

4 4 Engagement Engaged users shows the number of people who engaged with your Page. Engagement includes liking, commenting, and sharing your content. It also includes stories that weren t the result of a click on your content such as Liking your page, a user-generated post that tags/mentions your Page but was not written on your Timeline, a direct Facebook check-in via mobile, and Liking your Page from a user-generated story. Engaged users is a real-time metric, which is particularly useful for monitoring an ongoing campaign or other activity. You can also monitor Page Consumptions (Total) and Page Consumer (Unique), which is the total number of clicks and the unique number of people that clicked on any piece of your content. Post Consumption will show the number of clicks for posts and by post type. Additional Useful Metrics The likes, comments and shares and the page negative feedback graphs are both now real-time in the Insights section, again allowing you to react immediately to avoid potential crises. Page Negative Feedback is the number of times a person took a negative action, such as unliking the page, hiding all posts, or reporting a post as spam. This can indicate whether your content or strategy is a dud. If you see too much negative feedback over a period of time, consider looking into what s causing it and altering your strategy. Visits The Visits section includes two new metrics Page & tab views External referrals Both of these metrics can be viewed over time, or as a distribution pie chart. This enables you to view the info in more ways than in Facebook Insights itself, and is particularly useful with the evolution (over time) view. The Page & tab views shows you the number of people who visited your page by day, and what areas of your Facebook page they viewed (timeline, custom tabs, etc.). As most of your reach will now be in users News Feeds, this is an interesting metric and not one that has been exploited before. It can be particularly useful if you re trying to draw users to a custom tab, say for a competition or sign-up. External referrals are also new and allow you to see where else on the web people are finding your page and clicking from. You ll typically see Google and other search engines there, as well as other social networks, and of course your own website. Knowing the source of your visitors can help you formulate more targeted social marketing strategies. For example, if you see that not many people are clicking through from your own website, you may need to change the positioning of your Facebook link and/or change the call-to-action on your site to encourage more people to click this.

5 5 People The People section of the updated Insights provides interesting data on your Facebook audience and the people consuming your content. It gives the information you need to understand your audience in terms of where they re located, and what type of content they engage with. And that s really powerful info that allows you to optimize your content strategy. Being able to see the location of your fans, and being able to compare the location split between fans, those reached and those engaged is a great starting point. Combine this with your total fans, those reached and those engaged by age and gender and you start to deeply understand what is working for different segments of your audience. Comparing the demography of those reached, engaged, and your total audience is crucial to understanding your content s performance, and is something we d heavily recommend doing at regular intervals in order to plan your future content.

6 6 Posts The new Posts section allows you to see a detailed breakdown of your post performance. All of these measurements give you a full and clear picture of the performance of each post, allowing you to see exactly where your engagement is coming from. Reach engagement looks at your interactions as a percentage of the reach of your post. With this piece of info you can better judge each post on its own merits, without worrying about the effect that lower reach, or paid boosting has had on your engagement. The other metrics provide a lot more detail on each individual post s performance.

7 7 Features of Socialbakers Analytics vs. Facebook Insights Facebook Insights Evaluate the level of social customer care of your brand and competitive pages across social media platforms Understand the performance of your page compared with competition No ability to compare with competition Benchmark Page to the overall industry with Industry and regional benchmarks Compare all monitored pages directly on the customizable Dashboard and in Charts Evaluate the level of social customer care of your brand and competitive pages across social media platforms General information about Brand s audience Export Data to Excel or text format Only for your Pages Measure Engagement of different post types (pictures, video, links...) Can t measure for competition or industry s best Identify Page s Key Influencers Monitor and analyze competitor s activities Receive graphical PDF reports with KPI analysis for any monitored page and side by side competitive comparison

8 8 Advantages of Socialbakers Analytics vs. Facebook Insights While we re really excited to deliver a more integrated experience with Facebook Insights in Socialbakers Analytics, we believe it s still important to understand the differences between the two. Facebook Insights provides some good metrics, but it doesn t tell the whole story of what s going on with your brand. At Socialbakers we believe that Social is about more than one metric. Indeed, it s about ALL of them. But that only adds to the confusion right? So, let s clear up the confusion. What s really important to understand is that these engagement metrics fall into two different categories: public metrics and private metrics. Private vs. Public Metrics Private metrics are only for the pages you directly manage. They only give you the numbers from their own platform, such as Facebook Insights. It s a good -- but limited -- view of your social performance. Plus there s no way to compare your private metrics against your competitors or your industry. In other words, you have no idea where you stand against the competition. Public metrics on the other hand include everything that you can measure from any social profile. And that means that you CAN view the competition AND compare them against your own performance, and benchmark your brand against the industry. The Socialbakers Analytics Advantage In conclusion, you need both private and public metrics to get the full picture of your social performance. Private metrics are useful for knowing how your content is doing, but within a silo. While public metrics open up and level the playing field. You get insights into what and how the competition is doing with competitive analysis. Socialbakers Analytics makes it easy for you to get your Facebook Insights and public metrics in one easy-to-read dashboard.

9 Get a Leg up on the Competition. Get Socialbakers Analytics. If you have any further questions, please do not hesitate to contact us. You can reach our support team at support@socialbakers.com or visit our website here analytics.socialbakers.com