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Facebook analytics for engagement analysis

Andreas Voniatis | November 08, 2012

I think there is a big case for using facebook as a measure of how great your content is.  Why?  Let’s take a look:

[caption id=“attachment_1032” align=“aligncenter” width=“815”]facebook overview facebook overview[/caption]

The chart above has a lovely time trend showing the amount of Impressions or Reach your content is receiving in people’s newsfeeds.  Given mediaczars presentation stressing the importance of newsfeeds (given how people get to know of your content on social media in the first place) - this appears quite a relevant stat to look out for.

The “People talking about this” metric shows the overall viral nature of your content - i.e. is it being shared? is it being liked?  does it get comments?  We all get a like or a share from our friends and relatives who care so there is a base social engagement (BSE) level, however any points above that base level is a true indication of how interesting people find your content enough to engage.

The purple touch points show when content was published.  I’m guessing by the size of the circles, the area represents the amount of posts published on a given day which doesn’t appear to correlate with the reach.
The top line stats also tell you whether your channel is trending upwards or downwards.  So in the above chart it appears we’re reaching more people but not winning as much engagement.  Don’t ask me why!

[caption id=“attachment_1033” align=“aligncenter” width=“807”]Like demographics Like demographics[/caption]

The likes stats gives you a nice overview of your social traffic channel as to the most popular age group for your demographic.  Knowing something about the audiences that like your content could help you when making advertising decisions when buying ads on Facebook.  Could this most popular age group be extrapolated to Twitter and Google Plus?  It could but that doesn’t mean the results would replicate itself - at this point we only know about Facebook.

The countries is also useful.  It’s good to know most of our likes are from London and New York as a lot of corporate brand deals for SEO and other digital marketing get signed in these cities so geographically - even though we service agencies worldwide - are being read by some of our geo targeted audiences.

[caption id=“attachment_1034” align=“aligncenter” width=“794”]likes source likes source[/caption]

Interesting to know where the likes are coming from.  I can’t account for the unlikes and quite frankly you cannot please most of the people all of the time, no matter how hard we may try.

[caption id=“attachment_1035” align=“aligncenter” width=“791”]Post virality Post virality[/caption]

This to me is the far most interesting stats of them all - it tells me which content really gets people talking.  It would appear from the above anything to do with a press mention (small business), breaking news (disavow links tool), ground breaking (machine learning), PR campaigns (lost in traslation), a graphic (Seeking with Siri) seem to generate the most interest.  Some of it could be heavily dependint on the kind of opening comments you give to the comment such as “not throwing out the baby with the bathwater”.

You could spend time mining google analytics which is prone to error and inconsistency thanks to javascript executing bots, but given facebook is based on people (despite the fake profiles) i think the data is less prone to inconsistency and has a lot of value in determining which content is and isn’t working for your audience.  Maybe you need to tone it up or down, or just stay true to yourself and hope people get you.

Andreas qualified as a management accountant (ACMA) after graduating in Economics with honours from Leeds University. In 2003, pursued a career in Search Engine Optimisation (SEO) and has since held various Head of Search roles for award winning agencies including Infectious Media and prestigious startups. In 2010, Andreas became an independent consultant to international agencies and brands worldwide providing SEO consultancy services and online PR, including Exxon Mobil, Tesco, HSBC, Zurich, Quorn as well as startups including Discount Vouchers. His work has been featured in the Telegraph and Search Engine Watch particularly for reverse engineering the Google Penguin algorithm to a 98% statistical confidence level in 2013.