Facebook Interactions Dashboard

(C) 2011. Some Rights Reserved. Facebook Insights © 2011. Mickler & Associates, Inc. Some Rights Reserved. Creative Commons Non-Commercial Copyright License www.micklerandassociates.com Russell Mickler, CISSP Principal Consultant How to Use the Interactions Dashboard (C) 2011. Some Rights Reserved. Russell Mickler is a technology consultant who serves small to mid-range businesses in Vancouver, Washington. Mickler's experience features sixteen years of senior and mid-level IT department management. Mickler earned his Masters of Science in Applied Information Management from the University of Oregon in 2000. A technical author, Mickler is a Certified Information Systems Security Professional (CISSP) and a Microsoft Certified Systems Engineer (MCSE). Mickler teaches for numerous colleges and universities both online and onground. Mickler’s latest book is Simple Social Media; his forthcoming book is Simple Facebook Insights. More on Simple Books can be found online. Presentation Leaders Russell Mickler (C) 2011. Some Rights Reserved. How Can You Measure Your Engagement on Facebook? Facebook Insights is the answer to that question. •What is Facebook Insights? oAnalytics tool available to Facebook Pages oFree to use with Pages over 30 Fans oInsights captures what Users are doing with your Facebook Page oInsights also captures how they Interact with your content oThis presentation focuses on Interactions FB Users have with your content Facebook Insights •Why Use Facebook Insights? oThat which isn’t measured isn’t managed … oHow else would you know your Facebook strategy is working? oInsights helps you understand how well you’re reaching your audience oIt helps you make course corrections and capitalize on what you’re good at oInsights is free use by any Page Administrator (C) 2011. Some Rights Reserved. Finding Insights is Easy … How Do You Access Facebook Insights? Login to Facebook and select your Account options. Choose the option to “Use Facebook as a Page” … Next, select the Page you wish to Administer … Then, on the upper-right side, choose the option to View Insights … … and you’re there! (C) 2011. Some Rights Reserved. What if I don’t have a Page? Just a Profile? What if I don’t see Insights? What if I don’t have 30 Fans? What happens after getting 30 Fans? Is there anything I have to install? Or flip on? Why can’t I just use Google Analytics? Common Issues and Questions (C) 2011. Some Rights Reserved. Understanding Insights It begins with understanding Active Users •What are Active Users on Facebook? oFacebook only tracks what it understands oUsers must be logged in to Facebook to be seen by Facebook Insights oThat’s what an Active User is to Facebook oPeople who visit your Facebook Page that aren’t logged in aren’t counted oAlso, Facebook Applications that activate against or on your Page are considered an Active User oFacebook tracks information about those users when they come to your Page, or, interact with your content oUser Dashboard oInteractions Dashboard What are Active Users on Facebook? (C) 2011. Some Rights Reserved. Wait a minute – what is the user doesn’t have a Facebook account? Or isn’t logged-in? Are there privacy issues here? Can I opt-out of Facebook tracking me? Who is using this information? Common Issues and Questions (C) 2011. Some Rights Reserved. Facebook Interactions Dashboard What the Interactions Dashboard is trying to tell you. Facebook Interactions Dashboard oWhen an Active User interacts with your content (posts, photos, surveys, links) on Facebook, that’s called an Interaction oFacebook remembers details about that Interaction and makes those details available to you through Insights oThe Dashboard works off date ranges. It evaluates the last thirty days and compares this activity to the previous thirty days before that to give percentage comparisons between measurements. (C) 2011. Some Rights Reserved. Facebook Interactions Dashboard What the Interactions Dashboard graph is trying to tell you. Facebook Interactions Dashboard oPost Views oPost Feedback oLikes oComments oDetails oHigh Views, High Feedback oHigh Views, Low Feedback oLow Views, High Feedback oLow Views, Low Feedback oMore Likes vs. More Comments Metrics Models (C) 2011. Some Rights Reserved. What is Edgerank? What is the Stream? What if somebody’s not logged in to Facebook, and my content isn’t shown to them? What if I’m getting no feedback? What can I do? What if I’m getting too many Likes and not enough Comments? Common Issues and Questions (C) 2011. Some Rights Reserved. Daily Story Feedback What the Daily Story Feedback graph is trying to tell you. Facebook Interactions Dashboard oPost Views oPost Feedback oLikes oComments oUnsubscribes oHigh Likes, High Comments, Low Unsubs oLow Likes, Low Comments, High Ubsubs oMediocre Performance oSpikes oConsistency or Climbing Metrics Metrics Models (C) 2011. Some Rights Reserved. What are Unsubscribes measuring? Can I make everybody happy all of the time? What are “Viral Effects”? How are spikes in the model representative of Viral Effects? Am I after consistent performance or spikes in the model? Common Issues and Questions (C) 2011. Some Rights Reserved. Page Posts What the Page Posts data is trying to tell you. Facebook Interactions Dashboard oMessages oPosting Dates oImpressions oFeedback Percentage oHigh Impressions, High Feedback, Date/Time oLow Impressions, Low Feedback, Date/Time oDate/Time as Impression Driver oDate/Time as Feedback Driver oSubject Matter/Question as Driver Metrics Models (C) 2011. Some Rights Reserved. Where are your patterns? In subject matter? In Impressions? In Feedback? Can you find them? What’s the best time to post content on Facebook? Why are patterns important? Common Issues and Questions (C) 2011. Some Rights Reserved. Page Activity What the Page Activity graph is trying to tell you. Facebook Interactions Dashboard oMentions oDiscussion Posts oReviews oWall Posts oVideos oHigh or Low Audience Response to Media oHigh or Low Audience Referrals oDirect Interaction With Audience oMore or Less of Any Metric Metrics Models (C) 2011. Some Rights Reserved. What if one kind of Interaction is working better than others? What if your campaign emphasizes one over another? Is there opportunity in exploring campaigns with other forms of Interaction? Common Issues and Questions (C) 2011. Some Rights Reserved. Now What? Measuring is the answer to managing a social media campaign. •What’s all this for? oWhat’s the benefit of social media? oIn my book Simple Social Media, I spoke about the importance of a plan oWhat’s the benefit of using Facebook if you can’t measure its effects on your audience? oNow that you can report on those effects, you can use them on a weekly basis oDon’t be daunted by daily or weekly variability … o… concentrate on the trends and spotting effects by models oOver time, you can spot the patterns that generate desired effects in your model: oPatterns involving the types of content oPatterns involving dates and times oPatterns involving the types of Interactions oPatterns involving sharing and Viral Effects oPatterns involving the nature of your offensiveness to others oPatterns involving the visibility of your content to your audience, and Edgerank’s influence Facebook Insights (C) 2011. Some Rights Reserved. Questions? Discussion (C) 2011. Some Rights Reserved. Thank you for your time. Please complete our survey. Please subscribe to our mailing list if you’d like to be advised of upcoming presentations, events, courses, and media from Russell Mickler. (C) 2011. Some Rights Reserved. Simple Facebook Insights Amazon and Kindle Books AVAILABLE JUNE 2011! Want to Apply What You've Learned? Barnes & Noble Nook www.simple-books.net (C) 2011. Some Rights Reserved. About the Presentation This presentation was prepared for online training through WizIQ. It was prepared and distributed using Google Apps. This material is maintained at the author's website. Corrections, additions, or comments are greatly appreciated. (C) 2011. Some Rights Reserved. Copyright Notice Attribution. You must attribute the work in the manner specified by the author or licensor. Noncommercial. You may not use this work for commercial purposes. No Derivative Works. You may not alter, transform, or build upon this work. Attribution-NonCommercial-NoDerivs 2.5 You are free: •to copy, distribute, display, and perform the work Under the following conditions: For any reuse or distribution, you must make clear to others the license terms of this work. Any of these conditions can be waived if you get permission from the copyright holder. Your fair use and other rights are in no way affected by the above. This is a human-readable summary of the Legal Code (the full license) Disclaimer