Facebook launches 'People Talking About This' metric and Page Insights analytics

5th Oct 2011

Amid research that shows word-of-mouth conversations among friends are the best way to get a brand’s message across, Facebook is this week launching a new “People Talking About This” metric for fan pages, designed to show conversations happening about a brand or page owner across the web.

The metric is just one of a number of new analytical tools announced by the social media giant to help brands measure the value of social media activity. By offering new page insights and an expanded premium advertising unit, Facebook is hoping to develop the use of social campaign activity.
The new analytical tool, Page Insights, will allow brands to track the number of "friends of fans" and most talked about issues on their pages. Ultimately it sets out to give companies a richer insight into the impact of any marketing on Facebook than brands can get by just looking at how many users have "liked" their page.
The social network will also encourage brands to engage more with their Facebook fans by highlighting the "most talked about" issues on the page immediately under the number of fans, and introducing a "people talking about this" feed that will aggregate certain discussions from across the social networking site that are public and relevant.
Facebook said it has enhanced Insights to show brands how to get more people talking about and sharing the things they put on their Pages. This is key to getting a brand’s message out to more people, the software giant said.
The new Page Insights also optimise content for posts – whether it’s photos, videos or questions, for example – allowing brands to see what’s working best at reaching the most people, and how to increase the viral nature of these posts.
Meanwhile, the new Premium Ad Unit combines Page posts with social context from your friends when available. When the person viewing this brand’s ad has friends connected to this brand’s Page, Facebook will expand the unit to include a line above that shares which friends like the Page – thus combining the brand’s voice in the ad with a friend’s voice, together.
Facebook said investing in ads helps boost a Page’s brand messages. Social context around advertising is both better for brands and better for people because the advertising becomes more relevant, the social media giant said.

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