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Facebook as a Multifaceted Platform..................................................................................................................04
Facebook Insights for Pages, Apps, and Websites...............................................................................................05
Key Performance Indicators (KPI’s) for Facebook Pages..................................................................................06-08
About Stratigent .................................................................................................................................................13
Facebook As A Multifaceted PlatformThe first thing to remember when trying to analyze Facebook data is that Facebook is a
multifaceted platform. The platform enables marketers to interact with users in many ways –
from posting stories to encouraging user generated content to running targeted ads. If that isn’t
challenging enough to analyze, these interactions can occur on a company’s Facebook Page,
on other users Facebook pages, and on websites other than Facebook. So, it doesn’t really make sense to say
that you’re “analyzing Facebook” unless you add the clarification that you’re analyzing Facebook Pages or
Facebook Ads, etc.
One way to cut through the complexity is to think about the Facebook platform using the Owned/Earned/Paid
classifications formalized by Forrester Research.
Definition
General Examples
Facebook Examples
DEFINITION
GENERAL EXAMPLES
FACEBOOK EXAMPLES
Channel that a brand controls
When customers become the channel
Brand has to pay to leverage the channel
Website, blog, newsletter, Twitter account, YouTube channel, etc.
Word of mouth, buzz, etc.
Paid search, display ads, sponsorships, etc
Pages, tabs, apps, and any content that originates from the brand’s page, tabs or apps, such as likes, comments, and user -generated photos, videos, and audio clips that are posted on the brand’s page . This also includes clicks on a “Like” box that appears outside of Facebook.
Content that originates outside of the brand’s page, tabs or apps, such as fan-generated pages and photos, videos and audio clips that a user posts to their own or their friends’ pages
Ads and sponsored stories
OWNED MEDIA EARNED MEDIA PAID MEDIA
We could have a lively debate about whether user-generated content posted to a brand’s Facebook page
should be classified as “Owned” or “Earned.” However, the distinction that Forrester makes is useful when
you’re trying to analyze Facebook data, because Facebook Insights only covers the things that fall in the
“Owned” media category. For example, I can use Facebook Insights to determine how many times a Stratigent
post was “liked” but not to see how many times users posted something about Stratigent on their own pages.
As if all that isn’t enough, the fact that Facebook data is only available on a daily basis, makes it very difficult to
incorporate Facebook KPIs into a dashboard that shows data for “Last Month.” In some cases, such as Unique
Page Views, you have to aggregate daily values to get the value for the month. For Monthly Active Users, if
you’re looking at the topline number, you have to specify a 30-day date range for this metric to appear. If you’re
looking at the trend graph, or if you’ve exported the data, the Monthly Active Users number pulled at that point
in time represents the number for that day and 29 days prior. For example, to see monthly active users in May,
you need to pick the number for the last day of the month, May 31st.
Here are a few Facebook metrics to look at based on what you’re trying to measure.
(** definitons continued on next page)
The size of your fan base todate
PURPOSEif you want to know...
KEY METRICthen look at this metric...
CALCULATIONfor ‘last month’
The size of your fan base to date
The size of your fanbase to date
Lifetime Likes* This is an aggregate number, so it doesn’t make sense to report Lifetime Likes for May. If you want to know the number for May, you should look at New Likes, aggregated daily for the month.
This is a rolling number, so you have to capture a point in time and be consistent. So, you might decide to take the number on the last day of the month or the first day of the followin r you are looking at a month with 31 days or 28 days.
This is partially an aggregated number and partially a daily number. You will have to add the daily values together to get the monthly value. Remember that when you add the daily numbers, they are no longer Unique.
This is a daily number, so just add the values together to get the monthly value.
This is a daily number, so just add the daily Likes and Comments together and then divide by the number of Post Views (aka Impressions) during the month.
Monthly Active Users*
Unique Page Views**
Post Views (aka Stream Impressions or News Feed Impressions)
Post Feedback Rate (calculated by Likes + Comments divided by Post Views)
The number of people have been exposed to one of your posts, likes, or comments in the past month
The number of times your Page was visited ( the times your content was viewed off Page)