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Background: Facebook Insights Definitions For Facebook Posts

August 20, 2012
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Sometimes it’s amazing what a Google search won’t yield. With all the changes going on on Facebook, it’s important to understand the definitions of the metrics they provide. Below are the definitions of the metrics provided when you export data from Facebook Insights at the Facebook post level:

Total Reach: Total FB Users who saw and/or interacted with this post.

Organic Reach: Total # of  FB Users who saw and/or interacted with this post because they were fans

Paid Reach: Total # of FB users who saw and/or interacted with this post from an ad/sponsored story/sponsored post.

Viral Reach: Total # of FB Users who saw and/or interacted with this post because their friends interacted with the post

Total Impressions: Total # of times the post was displayed to users

Organic Impressions: # of times the post was displayed to users who were fans

Paid Impressions: # of times the post was displayed to users as an ad, sponsored story or sponsored post.

Viral Impressions: # of times the post was displayed to users who saw and/or interacted with this post because their friends interacted with the post

Engaged Users:  Engaged Users is the number of people who have clicked anywhere on your post.

Talking About The Post: People Talking About This is the number of people who have created a story from your post. Stories include: Sharing, liking, or commenting on your post

Stories About The Post: Number of stories created about the post

Post Consumers: Total # of people who clicked on and viewed the photo.

Post Consumption: Total # of times the photo/link in the post was clicked on and viewed.

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Lesson #23: Rotate Your Facebook Ads Every 3 Days

June 22, 2012
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When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit less. It doesn’t matter whether the ad is performing well – even the best performing ad will stop performing well on Facebook after a few days.

Examples of Facebook Ads

As a result, it is important to refresh all of an advertiser’s Facebook ads after a few days and to monitor their performance regularly to ensure that the ads are being refreshed at the appropriate time.

Remember: Facebook is not like any other media network. Ad fatigue occurs much faster than normal, users are on the site expecting to see new and breaking content, and users are generally not looking to leave Facebook during their visit.

 

 

 

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Background: Networks: The Wide World of Facebook

May 16, 2012
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Facebook is not a search network. Unlike Google and MSN, it does not have a search component, nor does it have a network of sites on which it shows its ads (content network). Rather, Facebook only shows its ads on facebook.com, and those ads are targeted based on users demographic and behavioral preferences. In other words, Facebook is another example of “pull advertising.” Users are NOT looking for an advertiser’s ad when they are on Facebook. As a result, it is up to the advertiser to a) get the user’s attention and b) (if linking to a non-facebook page) to give the user a reason to stop browsing facebook and go to their site.

Because Facebook is a pull advertising vehicle, I have not found it to be nearly as effective in driving off-site direct response as advertising on a push search network has been. Due to the fact that Facebook targets based on the information a user has in their profile or who they know versus the content of the page they are on when they see the ad, I have also found that Facebook is not nearly as effective in driving off-site direct response as the Google Display Network. However, Facebook is a wonderful branding play and is great at driving traffic and awareness. Had a good experience with Facebook ads driving off-site direct response? Please include your experience in the comments.

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