For the past years, both large and small businesses have come to realize the positive impact of engaging loyal and potential customers through Facebook pages. However, a recent comScore report stated that fans are 40 – 150 times more likely to digest branded material to their news feeds than on the fan page itself. This urged Facebook to expand their “Page Insights” which includes new metrics and analytics that remind business owners to give their fans an engaging content. Determined by a number of factors such as number of likes, share and comments, Facebook’s new algorithm guarantees that only relevant content will appear in a particular user’s feed.
The Friends-of-Fans “Virus”
It’s a note worth taking that friends of fans are more likely to visit a brand’s store, website or even purchase a product compared to an uninfluenced customer . Interaction between the company and a fan will pass on to his or her friends and their friends’ friends. Moreover, the average friends-of-fans group is 34 times larger than the fan group. This means that there is an ultimate need for better insights about consumption of Facebook content.
Facebook Page’s New Metrics
According to Elisabeth Diana, Facebook’s advertising communications manager, the new Page Insights aims to provide all page admins information on how people connect and interact with a brand’s page. People are talking about this feature is just one of the new metrics added to the Page Insights. This metric counts eligible stories such as likes, wall posts, comments, shares, questions answered, RSVPs, page mentions, photo tags and location check-ins that appears in a user’s Newsfeed. In turn, People are talking about this enables page admins to know the most compelling and interactive content.
Also added to the equation is virality. It is determined by dividing People are talking about this by the number of users who actually saw the content. Since virality is a percentage, it allows page admins to analyze the success of individual posts. Through better understanding of the audience, brands can improve their page strategy.
Elisabeth Diana also added that heavy numbers were eliminated from Page Insights, making it “digestible for everyone.” However, an easy option to switch to spreadsheet is always available for those looking for data-intense Page Insights. Regardless, these changes in Facebook page’s algorithm are just the beginning. As of the moment, the social networking site prompts business owners to offer engaging contents to their fans. Facebook users could expect a great improvement in some of the information they access and peruse on a daily basis.