via Social Media Headquarters by Nick Robinson)
October 26, 2011 at 02:15PM
Facebook is one of the most powerful tools for spreading awareness about your brand. Think about it – almost 1 billion eyeballs could potentially have contact with your business, whether that be from seeing your message in their newsfeeds, or on your page, to a friend mentioning a good experience with your company. Facebook has done a phenomenal job at wiring the site to spread content
There are misunderstandings about measuring brand awareness with Facebook. I have heard from a multitude of sources that measuring brand awareness is like fluff. It’s not targeted, and it’s impossible to capture the data about awareness of your brand. This is far from the truth, as you will see why shortly.
Facebook Insights is the analytics service that is provided when you create an official page for your business. It is a great way to see the traction your page is receiving as a result of all your hard work. As a power user since 2008, I have seen it develop into a beneficial system for tracking user engagement. And according to Jay Baer, Facebook Insights will be a leading contender to Google Analytics in the very near future.
Here are 3 easy ways to track brand awareness with Facebook Insights
This is one of the most powerful measures for how far your content is spreading across Facebook. A theory in marketing is that it takes 7 impressions for awareness to begin, so increasing your reach within the 6-10 bucket would be ideal. See the chart below.
Organic is the number of unique people saw your page’s content in their newsfeed, ticker, or on your page.
Paid is the number of unique people who saw an Ad or Sponsored Story that points to your Facebook page.
Viral is the number of unique people who saw a story about the page that was published by a friend. This could be from liking content, commenting, sharing, or posting on the wall of your page.
As more people find out about your business, you should see new likes increasing over time. Facebook Insights shows you where the users are liking your page, since there are a number of places that users click the like button. The most common places you will see your page being liked are directly on your Facebook page (obviously), Fan Box (widget embedded on your blog), and increasingly mobile devices.
Content Optimization for Increased Brand Awareness
Here you will be able to see how each page update performs with your audience. Reach is defined as the number of unique people who see your content. This can be from fans and non-fans. Currently, these numbers are low in the graph below, as I think Facebook is trying to fix some bugs.
Engaged users is the number of unique people who have taken an action on your post. Clicks are counted as engagement in this category.
Talking about this is the number of people who have created a story from interacting with your page. A list of the actions that create stories are listed below:
- Liking your page
- Posting to your page’s wall
- Commenting on or sharing one of your page’s posts
- Answering a question in the question application tab
- RSVPing to one of your events
- Mentioning your page
- Phototagging your page
- Checking in at your place
- Recommending your place
Finally, virality is the number of unique people who have created a story as a percentage of the unique people who’ve seen the content.
After reading this blog post, you will see that it isn’t that hard to measure brand awareness on Facebook.
How are you using Facebook Insights to measure your brand awareness?