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Category: Internet Marketing
“People Talking About This” | Unilyzer
WHAT IS “People Talking About This”?
“People Talking About This” is a metric introduced by Facebook Insights. This metric attempts to capture how many people are talking about your business on Facebook.
The benefit of “People Talking About This” is that it helps marketers optimize how they publish content so that people will tell their friends about your brand.
When people talk about your content, they spread your brand name virally.
The concept of “People Talking About This”
Certain interactions on Facebook automatically create entries on your friends’ news feeds. Facebook Insights refers to these entries as stories. When people create stories about your business, Facebook Insights considers these people to be ‘talking’ about your business. The total number of people who were talking (created stories) about your business within the last 7 days is equal to the value of “People Talking About This.”
What are the Benefits of “People Talking About This”?
According to Facebook Insight’s, the new metric “People Talking About This” helps you maximize the number of people that see content associated with your Page. The number of people that see content associated with your page is called reach.
“People Talking About This” helps you extend your reach in two ways:
First, “People Talking About This” shows you exactly which pieces of content are getting the most people to talk about your Page. This information gives you clues about how to better construct and select content that will get your fans more engaged and ‘talking’ about your content. For example, you might find that by asking a question, you will consistently get more “People Talking About This” than if you posted a video. Knowing this could influence you to ask more questions and post less videos in order to get more people to talk about your content.
Secondly, “People Talking About This” shows you what’s hot and when, meaning that you can see what content is rising into popularity and what content is fading away in terms of the number of “people talking about it.” Watching these trends can help with timing of new content in order to maintain the highest levels of “People Talking About This.”
Ultimately, “People Talking About This” can help you maximize your reach (the number of people who see your content). Your maximum potential reach is the total number of friends that all your fans have. Facebook Insights calculates your potential reach and calls it friends of fans. If all your Fans were talking about your business, then all your friends of fans could potentially see content associated with your Page.
Reach extends further and further as more people create stories about your content. To measure the extent that you are extending your reach virally via “People Talking About This”, Facebook Insights makes a calculation called virality.
Virality is the number of unique people who have created a story from your Page Post as a percentage of the number of unique people who’ve seen it. For example, if 100 unique people saw your post and 2 of those people created a story about it. In that scenario, the virality would be 2% which is calculated as follows: “People Talking About This” / Reach = Virality.
The overall benefit of the “People Talking About This” metric is that it can help you understand what people care about and what they will share with their friends.
Which Interactions Are Included in the “People Talking About This” Metric?
Facebook Insights groups certain interactions into the “People Talking About This” metric.
Here are important facts about “People Talking About This” and a list of the interactions that are included in the metric:
• “People Talking About This” is updated daily
• “People Talking About This” is based on the latest 7 days of activity (rolling 7-day timeframe)
• “People Talking About This” includes the following interactions:
- Liking A Page
- Posting to a Page’s Wall
- Liking, Commenting On, or Sharing content on a page (photos, videos, albums, etc.)
- Answering a Question posted
- RSVP-ing to an Event
- Mentioning a Page in a post
- Photo-tagging a page
- Liking or sharing a check-in deal
- Checking in at a Place
- Recommends your Place
CONCLUSION
“People Talking About This” is a metric introduced by Facebook Insights. It attempts to capture how many people are talking about your business on Facebook.
The benefit of “People Talking About This” is that it helps marketers optimize how they publish content so that people will tell their friends about your brand.
When people talk about your content, they spread your brand name virally.
For more information about Facebook Page Insights, “People Talking About This”, “Reach” and “Virality” refer to Facebook Page Insight’s Product Guide for Facebook Page Owners.
RELEVANT GLOSSARY OF TERMS
Engaged Users: the number of unique people who have clicked anywhere on your post. Types of engagement include all different ways people can consume your post: clicking on a link, viewing a picture, watching a video and other clicks.
Friends of Fans: the number of unique people who are friends with your fans, including your current fans.
People Talking About This: the number of unique people who have created a story about your Page in the last 7 days.
Stories generated: the number of stories that were created from your posts. Stories include Liking, commenting on or sharing your post, answering a question or RSVP-ing to an event.
Total Likes: the number of unique people who Like your Page.
Total Reach: the number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) in the last seven days.
Virality: the number of unique people who have created a story from your Page Post as a percentage of the number of unique people who’ve seen it.
Source: Facebook Page Insights, Product Guide for Facebook Page Owners
ABOUT THE AUTHOR:
Emilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area. His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of Unilyzer® .
Related Unilyzer Articles:
- Facebook Analytics Dashboard
- Facebook Dashboard Metrics
- Facebook Dashboard Score
- Fan Page Metrics Report
- Fan Page Metrics by Month
Google Analytics Keyword: (Not Provided)
The new Google Analytics Keyword “(Not Provided)” is messing up my dashboard! Haha, okay just kidding… but my Unilyzer Social Media Dashboard now shows the keyword “(Not Provided)” in my keyword cloud. What is this all about?
EXPLANATION
Well, it turns out that Google Analytics has changed how it records and reports the keywords that generate traffic to your website. The reason? Well, for privacy reasons (Google’s privacy reasons), when a user initiates a keyword search while logged into their Google Account, the keywords they use to find your website will not be shown in Google Analytics. Instead, those keywords will be shown under the word “(Not Provided).” To say that another way, the keyword (Not Provided) represents any, and all, keywords used by people who found your website through a Google search query while logged into their Google Account. This means that some of the keywords used to find your site will be invisible to you in Google Analytics, Omniture, and other analytics systems. But, there are two things you can do to get a more complete picture of all the keywords used to find your site:
- Use Google Webmaster Tools. Within Google’s suite of tools, this tool allows you to find the top 1,000 search queries used to drive traffic to your website (30 days view).
- Do the math. It’s highly probable, and reasonable to believe, that the keywords which are displayed are the same set of keywords that are withheld and embedded in the “Not Provided” group. Remember, the key difference between a keyword that is hidden under the moniker of “(Not Provided)”, and keywords not hidden, is whether the searching party was logged-in to Google at the time of the search. It is reasonable to believe that within the Universe of people querying Google that those people who are logged-in are using the same keywords as those people who are not logged-in to Google. So, under that assumption, we can use the proportion of keywords shown (not hidden), and apply those proportions to the quantity of hidden “(Not Provided)” keywords to determine the overall quantity of each keyword. To illustrate my point, here is a simple example: if I had keywords as follows: 6 Social Media Dashboard, 4 Unilyzer and 10 (Not Provided) – then, a total of 20 keywords (6 +4 +10) drove traffic to my site which is Unilyzer.com. Now, I see that 60% of the keywords provided were “Social Media Dashboard” and 40% were “Unilyzer” – so, I can reasonably assume that 60% of the keywords in the “(Not Provided)” bucket, were probably the keyword “Social Media Dashboard.” Following this logic, the 20 keywords are probably as follows: 12 Social Media Dashboard + 8 Unilyzer. This kind of deduction is commonly used in analytics to make estimates. Can you be sure the conclusion is 100% correct? No, but it will be close. To support this logic further, it is reasonable to believe that within the Universe of people querying Google that those people who are logged-in are using the same keywords as those people who are not logged-in to Google.
With all this said, the bottom line is that this change puts a little fog on the window of visibility into which keyword searches are driving traffic to your website.
I understand the reason and respect Google’s efforts to reinforce user privacy on the web, however next time they consider a change, I really hope they will consider how this looks on my Unilyzer Social Media Dashboard……
Final note, here is an excerpt from Google’s official blog, in their own words, and as it relates to the new keyword (Not Provided):
“As search becomes an increasingly customized experience, we recognize the growing importance of protecting the personalized search results we deliver. As a result, we’re enhancing our default search experience for signed-in users. Over the next few weeks, many of you will find yourselves redirected to https://www.google.com (note the extra “s”) when you’re signed in to your Google Account. This change encrypts your search queries and Google’s results page. This is especially important when you’re using an unsecured Internet connection, such as a WiFi hotspot in an Internet cafe. You can also navigate tohttps://www.google.com directly if you’re signed out or if you don’t have a Google Account.”
Source: The Official Google Blog
ABOUT THE AUTHOR:
Emilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area. His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of Unilyzer® .
Unilyzer – Facebook Fanpage Dashboard – Metrics
Unilyzer’s Facebook Fanpage Dashboard currently has a series of some 20 plus metrics and derived metrics available on its dashboard. These metrics are listed in the table below:
| Metric | Non-Technical Description | Technical Definition |
| Fans | Total number of fans – on average. | Average Number of Fans held during the timeframe. |
| New Fans | The number of new fans added during the period. | Number of Fans Added during the timeframe. |
| Fan Growth | The rate at which you are gaining fans. | Growth of daily average fans this period vs. daily average fans in the prior period. |
| Retention | The percent of your fan base that you did not lose. Fans that did not “unFan” your page. | The inverse of the percent of fans lost during the period. Put another way, 1 – churn rate. Or, 1 – (Sum(Fans Lost)/(AvgFans)). |
| Reach | How many locales your fan base occupies. Geographic coverage. | |
| Uptake | What percent of fans become active users . | Average Users as a percent of Average Fans during the period. |
| Churn | Percent of fans lost. Fans can remove their like from your page. | Total Fans removed during the period as a percent of average fans during the period. |
| New Likes | Unique Page Likes | Sum of new likes during the period. |
| Pageviews | The number of pages viewed | Sum of pageviews during the period. |
| UPVs | Number of Unique Pageviews | Sum of unique login views during the period. |
| Page Likes | How many likes your page and content received. | Sum of page likes added during the period. |
| Interactions | The amount of interaction your users had with your fan page. | The sum of the Video Plays, Audio Plays, Photo Views, Reviews, Comments, Discussions, and Wall Posts during the period. |
| Comments | Comments on your page | Sum of comments |
| Reviews | Reviews on your page | Sum of reviews |
| Discussions | Discussions on your page | Sum of discussions |
| Wall Posts | Number of Posts put on your wall. | Sum of Wall Posts |
| Video Plays | When a video on your page is played. | Sum of Video Plays |
| Audio Plays | When audio on your page is played. | Sum of Audio Plays |
| Photo Views | When a photo on your page is viewed. | Sum of Photo Views |
| Active Users | Users that login | Average Daily Users |
| Female Users | Female users logged in | Average Daily Female Users |
| Male Users | Male users Logged In | Average Daily Male Users |
Table 1. Unilyzer Facebook Fanpage Dashboard Metrics
Other information available on the Unilyzer Facebook Fanpage Dashboard include the following:
- Line Chart: Fans, Users, Unique Pageviews & Pageviews
- Number of fans added vs. number of fans lost
- Female Demographic Profile
- Male Demographic Profile
- Top Referral Source: external web properties sending traffic to your fanpage.
- Top Geographic Regions: top 5 countries your fans are located in.
- Top Cities: ranking of cities with most active fans
- Fans Added Source: where fans Liked your page from e.g. Fan Page, Fan Box, Streamview, etc.
Finally, the Unilyzer provides an evaluation of fan page activity and assigns a performance score that ranges from 0 – 100. Read more about Unilyzer’s Facebook Fanpage Score.
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