Importance of Facebook in Social Networking: Facebook
is the most popular social network and boasts more than 900 million users. There is a pretty good chance that if you are reading this book, you maintain a page for a brand or client, and you have a personal page that you use to share photos, favorite articles, and news about yourself. If you are managing a Facebook fan page, you have access to Facebook Insights.
Facebook Insights is Facebook’s free analytics platform that enables page owners to see metrics on how their pages are performing.
If you have logged into Facebook Insights recently, you know how daunting it can be. There are a lot of possible metrics, and it is not completely clear how you decide which ones you should be using.
“Importance of Facebook in Social Networking”: The answer to which metrics you should pay attention to depends on the behavior you are trying to change. However, there are popular metrics that almost every communications professional looks at when evaluating the page’s performance.
Here are the most popular:
- Total likes: probably the most common and easiest to understand, total likes is the number of people who have “liked” your page.
- Reach: Facebook breaks down reach into organic, paid, and viral. Organic reach is the number of people who have seen a post in the news feed, in the ticker, or on the page itself. Paid reach is the number of unique people who have seen an advertisement or a sponsored story. Viral reach is the number of unique people who have seen a story about a page published by a friend.
- Engaged users: This is the number of people who have clicked on one of your posts during a given time. It provides a good benchmark for how many people are actually reading your Facebook page’s content.
- People talking about this (PTAT): PTAT is a combination metric that includes the number of likes, comments, shares, and total stories created over a 7-, 14-, or 28-day period.
- Likes, comments, and shares by post: The preceding metrics in this list are page-level metrics, but there are some post-level metrics you should also watch. Likes refers to the number of people who have clicked the Like button on a post, and comments refers to those who have contributed some opinion on a post. Shares refers to the number of people who have posted your content on their page.