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Second Sight: Facebook Insights Get A Much Needed Facelift

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It’s been a rough couple of months for Page Insights. Facebook’s internal analytics, which are used by pretty much every brand with a Facebook page, have been beset by a variety of issues. From increasingly delayed reporting, to data straight up not being measured properly, Insights was starting to seem like a lost cause.

Luckily, Facebook realized they needed to do something, and do something they have! Back in June Facebook announced that it would begin rolling out a massive update to Page Insights, including a complete graphical overhaul and a number of improvements to the way data is organized and reported.

One of the biggest changes in this brave new world is the end of People Talking About This, or PTAT for short. PTAT, since its creation in 2011, has been one of Insight’s most important metrics for measuring engagement on a page. The problem with PTAT is that it was an opaque, proprietary measurement that combined a number of different elements, without providing a clear idea of how many of each interaction was actually taking place.

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Well, PTAT is dead (RIPTAT!), in favor of a more transparent way of displaying engagement. Now we can easily see the number of page likes, people engaged (clicks, likes, comments and shares), page check-ins and other interactions (offers, responding to events, etc.) One quick note on that ‘people engaged’ measurement, PTAT did not include clicks, only likes, comments and shares, so it’s likely that admins will notice a major jump in engagement the first time they report using new Insights.

Another big change that admins and clients alike will love is the way that post-level data is presented.  On the ‘All Posts Published’ page, you can now see a breakdown of your reach by Organic/Paid and Fans/Non-Fans. Similarly, you can toggle the view of your engagement four different ways: Clicks and a composite of Likes, Comments and Shares, Likes, Comments and Shares each broken out individually, Negative Feedback (total count of Hides, Hide all Posts, Report as Spam and Unlike), and Engagement Rate, which replaces “Virality”.

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That’s a lot of information available to you from one page, but that’s not even the best part! Now, just by clicking on a post you can see not only the social actions on that post that took place on your page, but the total number of interactions that occurred when the post was shared, including negative feedback. This is a big deal, as it gives you a much better way of determining which posts have true viral potential, without having to export all of your post-level data into Excel. Also available from the “Posts” section of Insights is the ability to see when your fans are online, broken down by both day of the week and time of day, and what type of post (status, photo, link, and video) performs best, broken down by average reach and average engagement.

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The other big change, although not quite as drastic, is on the “People” section of Insights. In addition to showing you the demographics of ‘Your Fans’ and ‘People Reached’, Facebook has added a third category, “People Engaged”. Each of those categories now includes benchmarks. Your Fans shows you the demographic breakdowns of not just your fans, but all of Facebook. The other two display the demographics of either the people reached or people engaged as well as the total demographics of your fans.

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Reporting improvements aside, the new Insights just looks nicer. The charts are more visibly pleasing and interactive, information is organized better, and the whole thing seems more responsive.

Overall, this is a step in the right direction for Facebook. We’ve started incorporating the new Insights into our own weekly client reporting, and while we only have one week to base it off of, our clients have responded positively to the improved images and additional information we’re able to provide. Hopefully Facebook will continue to roll out incremental updates. Maybe one day we’ll even make it to Insight Nirvana and get real-time reporting. For now, we’ll take what we can get.


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