Brafton has reported that marketers are hailing 2011 as the year of Facebook, and the site now offers tools to businesses of all sizes to help them make the most of their social campaigns. In a recent post, Facebook Pages announced that small business Page administrators will be able to see post per impression counts retroactively to June 25 to help them understand which content performs best on their Pages.
The feature enables SMB marketers to view impressions in a raw format, offering them a better chance to keep up with leading competitors. The Page Insights were previously available only to brands with more than 10,000 Likes, according to ClickZ, and now the company offers them to all admins.
Though unique impressions are not yet available, Page administrators can see daily post views and daily post feedback, as well an Active User count. With this information, small business marketers can gain valuable insight on which content is best for social media marketing.
Notably, Brafton has reported that news content directs the majority of traffic to Facebook, and a CNN study reveals the majority of news sharing happens via social sites. With this in mind, marketers may want to offer unique, industry-relevant news to their Facebook fans.
While Pages Insight is a major upgrade for SMBs with a Facebook presence, many commenters are calling for more analytics tools. Multiple people offered feedback to Facebook's announcement, requesting Notifications for alerts to all fan posts.
In a well-Liked comment, one user wrote, "Please add [a] 'Notifications' Alert every time [a brand receives] Fan Page photo comments, status comments and [Likes]…" The user says these would be "helpful for small business owners," and fellow commenters agreed.
Perhaps Facebook will heed these requests, as SMBs may be one of its fastest-growing segments of users. As Brafton reported earlier this month, a survey from Zoomerang and GrowBiz Media shows small businesses are increasingly devoting their marketing funds to social media campaigns.