Earlier this week, Brafton reported that Facebook launched a new Insights tool to provide new analytical data to brands using the platform for social media marketing. As the feature roll out, we’ve been able to take a closer look at the updates.
Insights are now sorted into tabs for Fans, Reach and Talking About This. Each option provides marketers with data regarding activity and conversations surrounding their brands on the social network – including near real-time insights on activity in the past 48 hours.
The Fans tab breaks down a brand’s activities by city, native language and nation. Additionally, Insights now breaks down where brands receive their Likes from – whether from a news feed, third-party applications and/or mobile applications.
The Reach tab enables brands to assess how many people have seen content businesses share on their pages. This includes news feed exposure, paid advertisement views and visibility on fans’ wall. While marketers should consider that this number refers to impressions (rather than the amount of people who have read a post), it can help businesses understand where they need to make adjustments to improve the exposure of their content.
New data in the Talking About This tab may be the most useful to marketers. The information relates to the exact amount of conversations Fans have regarding a brand’s page.
With these adjustments, Facebook social media marketing will become of greater value to businesses. Brafton reported last month that Facebook has reached 800 million users and this number will continue to grow.