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The what and why of the new Facebook metrics

20 February 2012 | 06:55 am

 

Social media metrics are vital for all marketers interested in optimizing their brand’s social media strategy, and nobody knows that better than Facebook. The social media giant recently updated its insight platform in order to make it as effective and precise as possible.
Some of the metrics we were used with have been removed, and some new ones were introduced. On the 15th of February 2012, the data for the removed metrics has been permanently deleted.
We want to keep you in the loop when it comes to Facebook insight data, so we asked our Facebook engineer Alex Gociu to listed and explained the changes:

Demographics

While the ‘active users’ were all the users who viewed or clicked on any content on your brand’s page, the new metrics introduced the ‘storytellers’. Storytellers are those people who engaged with the page and as a result a ‘story’ about their engagement appeared on someone's news feed. Engagement that generates stories includes any of the following actions: posting on the brand’s timeline, commenting on a post on the brand’s page wall, liking content on the brand’s wall, mentioning the brand page or checking on the Facebook place set up for your brand.

Sources

Facebook will not provide sources for comments or likes anymore, but instead has introduced a detailed breakdown of how your fans are distributed:
- Page suggestion: People who liked your page through an invite from an admin
- Timeline: People who liked your page from the likes section of their own timeline or someone else's
- Ads: People who clicked "Like" in an Ad or Sponsored Story pointing to your Page
- Registration: People you added to your page as admins will be a separate category
- Mobile: People who liked your page from a mobile device
- Wizard suggestion: People who liked your page in the New User Wizard when registering for Facebook
- Profile connect: People who liked your page on the page itself or in a News Feed or ticker story
- External connect: People who liked your page from an external site using a Facebook social plugin
- Recommended pages: People who liked your page from a Recommended Pages unit on the right column of Facebook
- Favorites: Other brand pages that have liked your page
- API: People who liked your page through an app developed by a third party
- Page browser: People who liked your page using Facebook's Page Browser
- Hovercard: People who liked your page from the pop-up window they get when they hover over a link that leads to your page
- Search: People who liked your page from their search results
- Page profile: People who liked your page on the page itself
- Ticker: People who liked your page from a story they saw about it in Ticker
- Like story: People who liked your Page from a story they saw about a friend liking it
- Video flyout: People who liked your Page from a video flyout
- Page creation: People who liked automatically by creating your Page
- From coupon: People who liked your Page from a coupon

Engagement

Facebook insights will not explicitly provide the number of posts, comments, likes, link clicks, photo views, video plays anymore. Instead the link clicks, photo views and video plays and other clicks can be found under the number of consumptions which represent engagements that did not generate a story in a news feed. The exact number of posts, comments or likes as well as the number of people that did these actions will not be available directly, but under an aggregated form: the number of stories that were generated by each of these actions.

Negative Feedback

Perhaps the most important change to Facebook’s insights is the introduction of the concept of negative feedback as a result of an engagement. Negative feedback includes the following types of actions:

- People that hide all stories related to a brand page
- People that hide a certain story
- People that unlike a brand page
- People that report an object as a spam
Our software will reflect these changes in the way it collects Analytics for your social media activity. We will also continue to provide the number of both incoming and outgoing posts, comments, post likes or comment likes, which won’t be visible directly from the Facebook Insights anymore.

As always our team is here to help answer any questions, feel free to tweet us or get in touch here.