Facebook Analytics and Engaging Fans

26Nov11


In the reading for this week, it states that one of the most powerful factors in media managerial strategy is “the role of technology” (4). “The plethora of technological innovations being developed and incorporated into society on a daily basis serve to supplement and undermine previous technologies” (Deuze 4). Facebook has become such an innovating social media tool that is now being used by businesses to engage their customers and “fans.”

Many businesses have created their own Facebook pages to provide fans with information and new on their products. Fan pages have often been thought of as a destination for users, however, a recent comScore report indicates that “fans are 40 to 150 times more likely to consume branded material in their news feeds than on the actual fan page itself” (article). Since this discovery, new metrics and analytics have been designed, via Facebook’s “Page Insights,” to help businesses use social media to the best of their ability with more engaging content.

Businesses can now better understand how fans interact with their content, “including how many times it is liked, shared, commented on, etc.” (article). The fans’ interactions can lead to content being passed on to their friends and friends’ friends. It’s been demonstrated that friends of fans are more likely to interact with a particular brand by visiting the store or website and even more likely to purchase a product than the “uninfluenced consumer.” With businesses utilizing social media and gaining a better understanding of Facebook content consumption, businesses will ultimately have a greater influence on their customers.

Facebook analytics aren’t just useful for businesses but nonprofit organizations as well, for instance the performing arts. When promoting an event on a Facebook page, the organization can use information to see how many fans are reached by its messaging and engage a potential audience. A page administrator can also see how “viral” a post is. “The virality metric allows page admins to analyze the success of individual posts and will hopefully lead to an improved page strategy through a better understanding of the audience” (article). In the end, businesses and other organizations can tailor their content to optimally engage fans.

Social media strategy has become an increased concern in recent years for all types of organizations. Businesses, nonprofits, even individuals such as entrepreneurs or up-and-coming musicians are seeking out the best ways to interact with fans and hopefully extend their messages to the larger network of fans. This new use of analytics is only the “first step in enhancing Page Insights” according to Facebook’s Advertising Communications Manager. As technology continues to change and give us more information, organizations will have to continue to adapt and utilize new ways of creating the most engaging content and broadening their reach.

– Sarah D.

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One Response to “Facebook Analytics and Engaging Fans”

  1. I drop a comment whenever I like a post on a blog or I have something
    to add to the conversation. Usually it’s triggered by the fire displayed in the post I read. And on this post Facebook Analytics and Engaging Fans Media Organizations @ IU. I was moved enough to drop a comment 🙂 I do have 2 questions for you if it’s okay.

    Is it just me or does it give the impression like a
    few of these remarks appear like written by brain dead individuals?
    😛 And, if you are posting on other places, I would like to follow everything new
    you have to post. Could you list all of all your public pages like your linkedin profile, Facebook page or twitter
    feed?


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