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Facebook Insights Update Should Lead to More Engaging Brand Pages Says Punch Communications(October 27, 2011)
LONDON, UNITED KINGDOM -- (Marketwire) -- 10/27/11 -- The update to the Facebook insights tool should provide brands with the analytics data they require to optimise their content for increased engagement according to PR, search and social media agency Punch Communications.
The new Facebook insights analytics platform for brand pages offers a plethora of opportunities, with new metrics focusing on overall reach, unique impressions and also the number of people who have discussed a page during a specified time period. These top-level metrics provide a whole new level of insight to brands that may previously have been unsure as to their page's performance against Facebook's EdgeRank algorithm.
In addition, the updated platform also allows brands to drill down into the impact of each specific Facebook post they publish. A new 'engaged users' metric shows exactly how many users have created a 'story' from a specific post (an element of activity that will have been visible in their friends' news feeds or tickers), whilst the 'talking about this' tab shows exactly who is engaged by each post in terms of demographics. This will allow brands to see which demographics they are engaging with the most and therefore help them to adapt content to improve engagement from others if needed.
Alex Smith, account manager at public relations agency Punch, said: "The new Facebook insights platform has been a long time coming and it adds a huge amount of value to Facebook for brands with established communities. Providing that the new metrics are absorbed by community managers and used in the most appropriate way, this should result in brand pages becoming more engaging to users in the long run, which is exactly what Facebook wants.
"This will of course bring heightened competition between brands, so the onus is on the owners of each page to ensure that it is not only managed well but also optimised appropriately."
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