Facebook Insights is an extremely rich data source for you to understand and improve your marketing e!orts. By making e!ective use of Insights data, you can understand what content is most visible, what content gets shared, where your new fans are coming from, and much, much more. Before you start digging into the data, remember that the goal is to be good at business because of Facebook, not simply good at Facebook.

Access the full webinar and slides at ar.gy/facebookinsights101.

Facebook Metrics VisualizedFacebook Insights metrics work di!erently and have a di!erent nomenclature than standard web analytics metrics. This diagram illustrates the life cycle of Facebook marketing.

To begin making sense of this, start at 12 o’clock (at Fans) and progress clockwise. The green quadrant provides insight into your social connections. The blue quadrant shows how your connections translate into engagement. Orange shows how engagement transitions to virality, and red shows how virality translates into new fans.

Source: PageLever

Insights Cheat SheetThere are so many new metrics included in Facebook Insights. Here’s a quick rundown on what’s what.

Fans # of users that Like your page

Friends of Fans

# of 2nd-degree connections

Visibility Rate Organic Reach / Fans

Organic Reach # of users who saw your content (excluding paid promotions)

Paid Reach # of users who saw your content (paid content only)

Total Reach Total # of users who saw your content

Engagement Rate

Engaged Users / Total Reach

Engaged Users # of users who interacted with your content (click, like, share, comment)

People Talking About This

# of users who create a “story” about you on their timeline (see next section)

Virality Rate PTAT / Total Reach

Viral Reach # of users who saw your content from a user-created story

New Fans New fans Liking your page

Removed Fans Existing fans Unliking your page

Total Growth New Fans - Removed Fans

Growth Rate Total Growth / Fans

What is People Talking About This? This new metric represents the number of unique users who have created a Story about your page. People Talking About This is often referred to as PTAT.

What is a Story?Facebook creates a story every time a user does one of the following: likes you page, likes a post, mentions your page, shares your post, answers a question, recommends your page, posts to your wall, RSVPs to an event, checks in, tags a photo, or comments on your post/page/wall.

How is virality measured?Virality is calculated by measuring the percentage of people who have created a Story about your post out of the total number of users who have seen it. In essence, virality increases when your fans broadcast your message for you.

What about EdgeRank?EdgeRank is the algorithm that determines whether and what content appears in your fans’ newsfeed. It is designed to show your fans the content they like when they want to see it.

A"nity x Weight x Time Decay = EdgeRank

EdgeRank isn’t something that you can see by logging into Facebook Insights. However, there is a very clear link between your EdgeRank and your visibility score. The higher your EdgeRank, the more visible your content.

To learn more about EdgeRank, including best practices, access our free webinar and slides at ar.gy/edgerankwebinar.

About Argyle SocialArgyle Social helps businesses drive results through social media. We provide software to help your organization have conversations with prospects and customers, drive brand awareness, and integrate social media deeply throughout your organization. Behind the scenes, we crunch your social activity through our big data engine to provide you with the most actionable social intelligence in the business. Learn more at argylesocial.com.

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