On its company blog, Facebook recently announced a new social media marketing tool that will help businesses using the platform assess the impact of Facebook marketing in traffic from mobile audiences. According to the company’s Greg Schechter, a Mobile tab will be added to Facebook Insights to provide data about mobile users’ clicks and views for app content.
Marketers will see six different metrics to assess the success and reach of their Facebook content among mobile users. The Feed tool measures the amount of activity business pages gain from the news feeds of their Fans.Similarly, Timeline reveals the clicks content receives from Fans viewing brand’s Timeline directly. Other updates include Notification, Bookmark, Search and Unknown metrics that offer more information about mobile Facebook audiences.
Users will also see data relating to which devices and mobile operating systems are generating the most traffic for their mobile content marketing campaigns. This will not only paint a clearer picture of how many Facebook marketing clicks come from mobile audiences, but could also reveal whether a brand has Fans who are predominantly iPad, iPhone or Android users.
Additionally, marketers will have access to demographic and country breakdowns of their ad Facebook content access.
Improved social media marketing metrics to help businesses understand the effectiveness of social campaigns among mobile audiences is critical. Brafton recently reported that more than 425 million mobile device users regularly access their Facebook mobile app.