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Analyzing traffic with Facebook Insights

From: Social Media Marketing with Facebook and Twitter

Video: Analyzing traffic with Facebook Insights

Until you get at least 30 likes, you're not going to see much in the way of analytics on Facebook. They have a very robust program called Facebook Insights. You see our poor little page here Bliss it only has 12 likes so far, and if I click Likes, nothing happens. If I go back to Bliss and I go the Admin Panel and click on Insights, I see the message once 30 people like your page, you'll be able to actually see something here. Hey, why don't you invite some more friends or email contacts.

Analyzing traffic with Facebook Insights

Until you get at least 30 likes, you're not going to see much in the way of analytics on Facebook. They have a very robust program called Facebook Insights. You see our poor little page here Bliss it only has 12 likes so far, and if I click Likes, nothing happens. If I go back to Bliss and I go the Admin Panel and click on Insights, I see the message once 30 people like your page, you'll be able to actually see something here. Hey, why don't you invite some more friends or email contacts.

So let's go to a busier page. Now I have queued up a couple pages, the one that I run call Social Media Marketing, and also another one called Mashable, one of my favorite web sites on the web. Now remember right now, we're still Anne Smithson, so we are not an admin for either one of these pages. What I want to show you, it's very interesting, is that you can click on any page's Likes app, and if it's not showing remember you can usually get to the downward pointing triangle here and get to their Likes app. When you click on it, you see a little summary of Facebook Insights for them.

Not only what is their total likes, but also what was the most popular week in their history. What is the city that most people come from? What is the most popular age group? And then for the past month an indication of the amount of traffic that this page has gotten. And if you hover over these lines, you'll see a little pop up with the actual date. So this is how many people have liked their page, apparently back here in early March. On my Social Media Marketing site, I wrote something or something happened, where we got a whole bunch of likes and then every lost interest on March 21st and then every day a few more people become likes.

Then people talking about this usually closely matches that and that is how many people are commenting on posts that I've written to the page or are writing to the page themselves. Let's look at a page that's really busy like Mashable's. I've already queued up their little Insights preview. You can see they have almost 900,000 likes at the time of this recording. Most of their crowd comes from New York City. They're young, they skew younger, and it looks like the number of Likes that they're adding goes down, but it's a lot every day. Look at this.

They're getting like 10,000 new Likes a day. That's incredible. So down here it's still 6,000. And people talking about this, it stays pretty steady, I think. So this is kind of like the Insights preview. This is the new feature of the page Timeline view. I don't know how long they're going to keep this up. I'm not sure what the point is to allow this kind of information available publicly. Anybody could see this, you don't have to be even logged in to Facebook to see what kind of traffic a Facebook page is getting, but there's a lot more information that you could get if you're the admin. So, I'm going to switch over to Safari where I am logged in as Anne Marie.

And we're at the Social Media Marketing page which has 1,067. Now, if I click that then it shows me about the same kind of information. So, I'm going to go back to Social Media Marketing and go back up to the Admin Panel. And here I get a little bit more information in this preview. We're not really seeing how many people have Liked this page every day, but we're seeing, when did I post? So I posted something on the 10th and the 12th and then nothing for about a week and a half. And then, what we're trying to see is if in response to my posts, does it affect how many people are talking about this, and what the reach is? The people talking about this is the number of unique people who've created a story about this page in the last seven days, and by creating a story it doesn't mean they have to write a whole post with us tagged in, it could mean that anybody who wrote a comment or who Liked somebody else's post that has to do with this page.

So that's what people talking about this is all about. And then Reach actually includes their friends as well. It's the number of unique people who have seen any content associated with this page, including ads or sponsored stories or anything pointing to this page in the past seven days. That could include people who Liked the page, who Liked, commented on or shared a post from my page. If I posted a question, if they have answered the question even if they didn't add a comment. If I added an event, did they respond to the event? If they tagged my page in a photo for some reason or if I was running a place page if they checked in or recommended it? So the total likes number, which we don't see here, and the people talking about this line, those are two things that anybody can see.

And it would quickly give them an idea about how popular and engaging your page is. I think you can see that every time that I post I get a little bump in my Reach. So you're supposed to be posting more often. Now, let's actually see all of our Insights, where we see more information. So in the Overview page, we see that same chart only really strung out o ver a longer time period. And if you forget what these metrics mean, you can always hover over the question mark. So people talking about this the number of unique people who've created a story about your page, and so on.

You can also export this data. So if you're in charge of your company's Facebook page you can use Excel or some other program to make charts and graphs and all sorts of pretty things to measure your Facebook page's performance over a period of time. Let's scroll down a bit. And this shows you on a post-by-post basis, the number of Engaged Users, and Engaged Users are people who've clicked on the post, and they only track it for about the first month after the post has been written. How many people are talking about this? So if we come over here under Talking About This, let's scroll down a little bit more, so we can see the entire tool tip.

People who have created stories, as I've said before, when they Liked, or they comment or they share your posts and so on. And the Virality, this is the percentage of people who've created a story from your post out of the total number of people who've seen it. So in other words, you're trying to get the high level of Virality, you really want this want this thing to go viral so you're trying to see which posts are shared and spread more than others. You can click on any of these headers to sorts by that metric. So something about this post really caused it go viral. If you click on it you'll see a little thumbnail of the post along with comments and you could choose to view the post.

And here is me ranting about why, one of the things that I really going to miss about the new design is the loss of the main wall so we can see a lot user comments. Now, this is something that Facebook might be changing in the future, so don't take this as a permanent rant, this is just a temporary rant. But apparently it struck a chord with a lot of other people who are visiting this site and they engage with it, they talked about it and they spread it around. So these are recent post of mine along with all of these metrics, very fascinating. And of course, what you're trying to do is find which posts engage your audiences the most because that's going to mean more visits to your page, more Likes to your page, and more chances for you to market what it is that you are trying to market.

Let's come up here. This was the Overview. What I like here is if you dive deeper, like into Likes, out of all the people that Liked this page in this time period, you can see something about their demographics. So Social Media Marketing page skews male, most people are this age range. It probably reflects Facebook use in general, but I think it's pretty interesting, and then also you can see which countries are all my Likes from, if they identified their country. I know that I have a lot of Likes from India and a lot of different languages and where they came from.

They were, 46 of them were on this page. And this is 46 during that time period up there, remember for the past month. Two people found it via search results. Two people found it because this page was recommended to them. One person came because another page Likes this page. And if you get something from like a search engine, it would say so here. I mean we could change our date range here, so let's try February 1st. There we go, so here's a bigger date range and we'll come down here under referrals and just one more for a third party app.

So some third party app apparently recommended this page. Coming back up here, you can see more details about Reach, who you reached according to gender and age. Unique users by a frequency of how many people saw your content on your page. How many visits to your page as unique visitors, as opposed to repeat visitors? Here are the external refers and talking about this, the same kind of information for people who are in that metric of talking about this.

How many people are talking about my page? Here's the viral reach and just a normal talking about this. And you can also filter it out by stories, so all their stories or stories from your posts or people who post by others and those stories got spread around. So there's lots of information to take in here. And I think it really helps to give you an overall picture of what's happening with your page and what your fans and their friends really find engaging and interesting about the content that you present.

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This video is part of

Image for Social Media Marketing with Facebook and Twitter
 
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  1. 1m 3s
    1. Welcome
      1m 3s
  2. 22m 45s
    1. Understanding online marketing
      9m 12s
    2. Comparing Twitter and Facebook
      8m 38s
    3. Preparing for online marketing
      4m 55s
  3. 26m 10s
    1. Setting up your business account
      6m 45s
    2. Creating and applying custom backgrounds
      9m 1s
    3. Tweeting and following
      5m 21s
    4. Following Twitter's terms of service
      5m 3s
  4. 25m 46s
    1. Setting up your personal profile
      7m 42s
    2. Understanding the News Feed
      5m 47s
    3. Controlling access to your posts
      4m 48s
    4. Customizing privacy settings
      3m 30s
    5. Following Facebook's terms of service
      3m 59s
  5. 1h 5m
    1. Crafting follow-worthy Tweets
      8m 55s
    2. Attracting followers
      7m 41s
    3. Following the right people
      6m 10s
    4. Responding to mentions
      5m 40s
    5. Tracking keywords in the Twitter stream
      7m 8s
    6. Using hashtags
      4m 12s
    7. Getting Retweeted
      9m 7s
    8. Adding your Twitter feed to your blog or web site
      4m 51s
    9. Integrating a "Tweet This" feature into your online marketing
      4m 12s
    10. Measuring your impact
      8m 1s
  6. 2h 2m
    1. Touring Facebook Page timeline features and controls
      9m 49s
    2. Creating a new Facebook Page
      7m 50s
    3. Creating a profile picture
      8m 26s
    4. Designing a cover image
      7m 38s
    5. Creating a combined cover-and-profile image
      8m 43s
    6. Using the admin panel
      4m 26s
    7. Editing important Page settings
      7m 19s
    8. Adding and featuring Page admins
      6m 0s
    9. Customizing the apps bar
      5m 39s
    10. Posting to your Page strategically (for EdgeRank)
      5m 18s
    11. Pinning, highlighting, and adding milestone posts to the timeline
      6m 18s
    12. Managing spam by hiding and unhiding user posts
      6m 3s
    13. Using the Notes app for longer posts
      5m 43s
    14. Using Facebook as your Page
      4m 58s
    15. Adding favorite Pages to your timeline
      4m 9s
    16. Building an audience for your Page
      7m 22s
    17. Adding a Facebook Page feed to your web site
      7m 38s
    18. Analyzing traffic with Facebook Insights
      9m 8s
  7. 59m 22s
    1. Reducing your workload with social media management programs
      9m 27s
    2. Enhancing your Page with Facebook apps
      5m 53s
    3. Creating your own iframe app to customize your Page
      14m 55s
    4. Using a third-party iframe app
      6m 39s
    5. Adding a Like button to your content outside of Facebook
      6m 29s
    6. Advertising on Facebook with Facebook Ads
      12m 28s
    7. Advertising on Twitter with sponsored Tweets
      3m 31s
  8. 3m 59s
    1. Next steps
      3m 59s

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