If
you’re the administrator of a Facebook page, you may have noticed that
your Insights and People Talking About This tabs have disappeared. If
you haven’t noticed, go check. Are you back yet? Are your Insights gone?
Don’t freak out just yet! Facebook has introduced a new, updated
version of Page Insights. Read on to learn what’s new and different.
Better engagement measurements
The old version of Insights had limited engagement information to
give page owners, and really only offered data about likes, comments,
and interaction rates. The new Insights presents three new types of
engagement statistics to help page owners interpret how far their
content is traveling.
1. People Talking About This
This is a measure of people who have
liked, commented on, or shared a post from your page. It also includes
people who have tagged your page in a status or photo, responded to an
event, or answered a question you’ve asked.
2. Weekly Total Reach
Weekly Total Reach measures how many
Facebook users have seen any of your page’s content, regardless of
whether or not they’re fans of your page. Facebook takes views of ads
and sponsored stories into account when calculating Total Reach.
3. Virality
Virality tells you how likely users are
to create stories from content on your page, by measuring the percentage
of your fans who “talked about” a story from your page. This
measurement is especially useful when trying to determine which types of
content your audience is most responsive to.
Date and type of post
Reach – The number of people who saw that post
Engaged Users – The
number of people who clicked anywhere on your post, including tagged
people/pages, the date/time stamp, and even people’s names in comments.
Talking About This
Virality - Talking About This divided by Reach
Previously, Insights displayed your fans’ age and gender data. With
the update, you can now access demographic data for your Reach, which
includes all users exposed to your content. The information has also
been updated to include location data, both country and city, and
language.
Exposure frequency data
Frequency data measurements were already available in Ad Insights,
but are now available for Page Insights as well. This lets you know how
many times you’re reaching the same people, which is essential in
figuring out if you’re engaging people or not. For example, if you have a
high number of people who’ve been exposed once, you know you need to
adjust your messaging to get these people to keep coming back.