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Facebook Insights: Some 'Engaging' Thoughts
By: Christine Geraci
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It's been a few months since Facebook rolled out its new Insights for Facebook pages. Based on feedback I've seen, reactions are mixed: Some laud the new insights, while others question their usefulness. Plus, it doesn't help that the new insights have recently experienced some bugs
Personally, I think the new Insights ARE more useful, because they're better focused on the Facebook activity you should be caring about. If you haven't yet experienced the new Insights, here's one of the best guides I've seen on the topic. And here are more thoughts:
The old insights focused more on Likes, while the new insights focus more on actual posts. In other words, it's more about CONTENT now, which is much more useful, in my humble opinion. The number of likes your page has doesn't matter as much anymore. Personally, I like that I can go in and see which posts got the most feedback from my page fans. It helps me better determine the type of content that resonates.
The "People Reached" metric is more authentic than the old "impressions." With impressions, you'd get the sense that hundreds of people saw your post, when really all that number was telling you was the number of times your stuff showed up in a News Feed — which of course doesn't mean all of those people actually saw your post. If you'll notice, the "people reached" numbers are likely much lower than your old impressions numbers, and that's because it's now able to measure the number of people who actually saw your post. Then again, if they're higher, then good for you!
The "People Talking About" metric is a little misleading. That's because that number isn't just about people who comment on your stuff — that number also includes people who liked your page oryour posts, or shared your posts, RSVPed to an event, checked in at your district location, etc. One might also worry that a low "People Talking About" number indicates your page isn't that interesting, but that's not necessarily the case. If you're looking for a ratio to shoot for between total likes and this metric, then your "People Talking About" number should be anywhere between 1 and 5 percent of your total likes, according to "industry standards." Of course, if it's more, then you are clearly giving your fans what they want from your page.
The "Virality" metric is pretty cool. This measures the percentage of people who created their own "story" from each of your posts — meaning they saw a post and decided to interact with it in some way, such as liking, commenting, sharing, etc. Again, a good way to see what resonates with your page fans.
I continue to maintain that it's not about the number of likes your page gets — it's whether or not you get your following to stick around and be loyal to you. And Facebook Insights now seems to better reflect that sentiment. If you pick up another 1,000 likes this year, then good on you. But what's the point if they don't find your content interesting? I think the new Insights do a better job of helping you focus more intently on creating content your fans find engaging, as opposed to just amassing likes. 
What do you think? How are the new Facebook Insights working for you?

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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