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“People Talking About This” | Unilyzer

Sunday, January 15, 2012
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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 40x40 People Talking About This | UnilyzerEmilio 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® .

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One Response to ““People Talking About This” | Unilyzer”

  1. Mike Jalonen says:

    Great post and thanks for breaking it down to the small details which are relevant to marketers. Thanks

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