Posts tagged mean
Facebook’s Insight Data Mean Pages Will Optimize for Engagement
Oct 3rd
As one of the seven companies that participated in the Alpha release of this new Insights data, we’ve been very excited about the opportunities this new data presents for pages and their fans. Let’s take a closer look at why.
While most discussion around social analytics slips and slides across the valley floor of a wide crevasse between practitioners and business leaders, there has been one metric everyone agreed was important: fans. Fans have been an obvious place to start because your number and everyone else’s have been public for years. Also, there’s a natural, implied value proposition in the metric because it’s about affinity. Surely having a large number of people with expressed affinity for your brand is a good thing (especially if it’s more than your competitor has).
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Justin Kistner is the Director of Social Products as Webtrends. He’s a regular speaker on social media marketing at conferences like Web 2.0 Expo, OMMA Global, and Social Fresh. Kistner also founded Beer and Blog, a social marketing meet up in 20 cities from Portland to Tokyo.
Focusing On Engagement
Now Facebook has helped the world move into the second of four stages of maturity for social measurement, which is engagement (stage 3 is monetization, and stage 4 is retention/growth). Facebook has announced a new metric to define engagement, which is “People talking about this page.” If you want to know how many fans your competitor has, you simply need to look at a single metric. If you want to know how much engagement your competitor has, it used to take some effort to pull that data. Only a handful of lesser-known tools offered the capability. Now, Facebook has made it easy to pull as a single number for any fan page on Facebook. This has huge implications because it now puts the focus on engagement. This may not seem all that new or revolutionary for leading edge social marketers, but it’s a huge deal for the market. ROI will now expand beyond cost per fan to cost per engagement. We still have two phases of maturity to go through before social marketing is as developed as some of its other digital siblings, but this is a big leap forward.
Expanding Engagement
“People talking about this page” is a roll-up metric of all engagement for a page. It includes what we expect, which is Likes, Comments, and Shares; but it also includes a few actions you may not have guessed. Along with standard interaction, “People talking about this page” includes more niche actions like RSVPs, answers to questions, check-ins, and more. It also includes a group of actions known as consumption, which is video plays, photo views, expanding the More button on long comments, and hovering over the profile pic of a commenter.
Facebook’s announcement about supporting customer OpenGraph actions and objects also feeds into this new focus on engagement. Facebook has made it easier to create connections between people and content by lowering the barrier from affinity to action. Mark Zuckerberg said it well on stage at f8 when he said, “People read ten times more books than they like.”
By including all types of engagement such as interacting with posts, consumption, and custom app actions Facebook is leading the focus past fan acquisition onto fan engagement. For at least a year from now, page owners will be optimizing their social campaigns by increasing engagement. That is also good news for fans because it means a focus on content they want to interact with.
The Continued Rise of Sponsored Stories
One of the big winners for this new engagement focus is ads. Facebook beefed up Sponsored Stories at this year’s F8 by announcing the ability to use your custom OpenGraph actions in the ads as well as the ability to target users based on actions they took on other people’s apps. Now they have rolled out the ability to see how much activity the paid channel is driving for posts. Facebook now reports on reach, which is the total number of unique impressions, and they break it down into Organic, Viral, and Paid. Organic is how much reach you achieve from people seeing your post. Viral is how much reach you get from the stories generated by people interacting with your post. And Paid is how much reach you get from Sponsored Story ads. As you can imagine, pages with ad budgets will be focusing on how much additional reach they can achieve through Sponsored Stories. We’ll also start to calculate how much additional Organic and Viral reach can I achieve as a result of a boost from Sponsored Stories.
Technically Better
Most people won’t care about this part, but the other nice thing about this data is that it brings richer post level metrics into the API. Previously developers had to use FQL in order to pull this kind of data, which added complexity to development by requiring additional knowledge of Facebook’s various data access methods. And, some of this data was not available, even through FQL. Now, Facebook has brought more of the post level data into their standard Insights API, which makes it simpler to innovate on their platform. Facebook has also told us that they will be continuing to increase the speed of data delivery with the goal of achieving real-time availability.
Relevance, Relevance, Relevance
All things considered, this new metric will make the experience for pages and their fans more relevant. Pages have been pumping out poor quality content for some time. And, because Facebook’s distribution algorithm, EdgeRank, is based on engagement; most pages have reached less than 10% of their fans with their posts. Starting on Wednesday when the new data becomes available, it will be easier for page owners to optimize on engagement, which means they’ll have to publish more relevant content.
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What Might Google+ Improvements Mean for Marketers?
Sep 22nd
It’s been about 90 days since the Google+ project began and the proud parents of the bundle of joy are still oooh-ing and awww-ing over their 3-month-old. The site has seen more than 100 improvements, the most recent of which rolle…
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Google & Motorola Mobility: The What’s It All Mean Edition
Aug 15th
What a way to start the week. The company that once said it would never build its own mobile phones, Google, wants to buy mobile phone maker Motorola Mobility. The technosphere has gone into 5G coverage over the news. Here’s what I’ve been finding interesting and some thoughts. Patent…
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Google Health Shutting Down Doesn’t Mean Google Has Abandoned Health
Aug 7th
Recently, Google announced that it will close Google Health to new consumers on January 1, 2012 and that the service will be retired a year later. Google Health was much different than Google as a search engine; it required that consumers use thei…
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What Does AOL Mean To Huffington Post? All Our Links!
Jun 20th
The Huffington Post has started a flame war with The New York Times claiming higher online users, but the integration with AOL has a lot to do with that and appears as if many parts of AOL are being rebranded under the Huffington Post. The increas…
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What The New ICANN Domain Names Mean For Google Rankings & SEO: Nothing – Search Engine Land
Jun 20th
 The Hindu |
What The New ICANN Domain Names Mean For Google Rankings & SEO: Nothing
Search Engine Land In terms of search engines and SEO, so far, I haven't seen ICANN say anything directly about how the new names might be helpful. But my experience in watching the release of longer 63-character domain names back in in 1999, as well as the release new … ICANN approves expansion of top-level domains |
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What The New ICANN Domain Names Mean For Google Rankings & SEO: Nothing
Jun 20th
ICANN – the organization in charge of internet domain names – has approved plans that may create hundreds or thousands of new “top level domain names.” I’ve seen some reports already that this will help with search engine optimization. It won’t. It’ll just…
Please visit Search Engine Land for the full article.
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Cloud Poll: What Does Federal CIO Vivek Kundra’s Departure Mean for Open Data and the Cloud?
Jun 17th
Yesterday we reported that Vivek Kundra, the first CIO of the U.S. federal government, will leave his post for a fellowship at Harvard. Kundra lead the Data.gov open data project which suffered a massive budget cut, and the White House’s cloud computing initiatives.
With the leader of two banner projects for both open data and cloud computing moving on, what does that mean for the future of these technologies?
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On one hand, data.gov pales in comparison to the U.K.’s open data initiative, and many states are still releasing open data. Meanwhile, the cloud still has a strong advocate in the federal government with chief performance officer Jeffrey Zients. And iCloud may be bringing awareness of cloud computing to whole new levels, even if it does further muddy the definition of cloud computing.
On the other hand, there seems to be a growing perception that just putting open data out into the public isn’t enough, and may not be worth the trouble. Meanwhile, high profile failures like the Amazon Web Services outage and the security breaches at Sony may have damaged the public’s perception of the cloud.
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