Facebook has been on a roll lately, unleashing several noteworthy changes to its platform that impact everything from profile layout to page management. This week, they announced some dramatic updates to Facebook Insights that will help page managers get a better understanding of how well their Pages are performing.
The most notable new metric is “People Talking About” which, according to Mashable, will “measure user-initiated activity related to a Page, including posting to a Page’s Wall, “liking,” commenting, sharing a Page post or content on the Page, answering a Question posed to fans, mentioning a Page, “liking” or sharing a deal or checking in at your Place.” This is especially important for the management of a news organization’s Facebook page, as it will help page managers better understand which content is resonating across Facebook as a whole.
Another new metric, “Friends of Fans,” measures the raw number of total friends that your Page’s fans have. For this metric, the higher the number the better, as the more friends your fans have, the more influential their posts about your brand are. Similarly, “Weekly Total Reach” will measure “how many total people have posted something about your Page, how many news organizations (within Facebook) have referenced it and how much viral distribution elements of your Page has gotten.”
In order to design a successful social strategy for your news organization’s Facebook page, it’s important to gather as much data as possible about your audience and their activities on Facebook. This Insights overhaul will help social media managers looking to boost engagement on their Pages better understand which posts are the most successful, how their fans are receiving and sharing their content, and how talked about their brand is across Facebook. Once you begin to understand how these metrics impact your Page’s performance, you can optimize your posting strategy for maximum reach and clickthroughs to articles.