Social Networks
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Category: Marketing Analytics
“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
Is Facebook the best Social Media Channel?
Social media marketing should include: a Blog, Twitter, LinkedIn, Facebook & Youtube, but:
Unilyzer Dashboard Tracks Facebook Fanpage Traffic
Does it help to know which channel is working best for you? Social Media Marketing can be time consuming, so after awhile you might ask yourself, “how should I spend my time and money in a way that gives me the most ‘bang for the buck’” ? Or, in CFO speak, “which channel is giving me the most ROI”?
Well, the answer is probably different for everyone, depending on your product, service, or content and depending on who is your target audience. But, here is one way to get a good idea of which channel is best for you: line up key metrics for each of your social media networking channels like Facebook, Youtube, & Twitter. Do this on a side-by-side basis, like in the image above.
I personally do this with my Unilyzer Dashboard because I understand things better and faster when they are presented using charts and graphs. Now, in this example, “a picture paints a thousand words.” I lined up three key analytics metrics, Visits, Stickyness, and Time On Site – all provided by Google Analytics, which is one data source for Unilyzer. Now, I clearly see the difference in visitor behavior based on which social media channel they came from.
See how 60% of people visiting my site from Facebook stick around and spend an average of 10 minutes and 1 second on my site? Now, see how only 67% of visits from Twitter stuck around (did not *bounce) and those that stuck around stayed for an average of 1 second, while 100% of visits from LinkedIn did not “bounce” and they stayed for 2 minutes and 1 second on average.
So, what does this tell me? My interpretation: well, my tweets generated curiosity – but not real interest, while my facebook marketing efforts hit a home run (got to the right target audience), and my LinkedIn visitors are interested in my site as well. The ironic thing is that I spent most of my day watching my tweet deck! So, what to do from here?
Well, now that I have insight, I can make adjustments to my overall social networking campaign. What I do know is that Facebook is the best social media marketing channel for my specific product and service. It might be different for you, but line up your metrics and find out!
*Bounce: a term used by google analytics which means that a visitor came to your domain, then left within 5 seconds – therefore, they bounced off your site.
I could talk about social media marketing analytics, reporting, and metrics all day long, but to keep it real, let’s stop here. Look for more articles on the Unilyzer Blog about how to use social media marketing analytics to help you monitor and manage your social media and inbound marketing campaigns.
As a final note, I realize that this approach to measure traffic is based purely on traffic metrics (quantitative measures) and doesn’t consider leads or branding (qualitative measures) related to social media marketing campaigns; however, this is a good start and a good approach for sizing things up.
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