Wednesday, March 14, 2012
At their first fMC Facebook Marketing Summit the social network announced three core changes to their brand pages:
- Timeline for Brand Pages
- Revamped Advertising Structure
- Direct Messaging and Upgraded Admin Capabilities
The last group of changes and important (behind TimeLine) is the addition of real-time analytics to Page Insights and direct messaging for branded pages.
That’s right. We now have direct messaging for Page admins. I think I speak for all brand managers, we have been waiting for direct messaging on branded pages. But more importantly, Facebook also announced the addition of real-time analytics.
Google beat Facebook to the punch with the announcement of the real-time addition to Google Analytics late last year. Real-time data tracks the immediate impact of content to site traffic. For example, if I send out an email marketing my Facebook page, Real-Time will track the traffic generated from my email… in real-time.
Most of you should be familiar with Facebook Insights allows admins to see how many users a post reaches, engages, and how many people are “discussing” that post. Over the new few weeks, the real-time features within Insights will be made available to all Page admins.
We are talking about measuring the immediate impact of content and advertising. Administrators will have instant access to metrics like:
- Engaged Users
- Organic – Paid – Viral Reach
- People Talking About This
- Page Post Metrics
Better to hear it from Facebook right?
“Real-time Page Insights deliver immediately actionable information to Page admins, which in turn gives people more of what they want – interesting content from the Pages they care about.”
"By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, admins and developers are better equipped to improve their business with Facebook."
Real-Time has yet to be fully rolled out to Page admins. According to ZDNet “only some data is being reported in near real-time: likes, comments, and shares for Page’s post to the news feed. The rest, including impressions, reach, negative feedback, People Talking about This, demographics of engagers, and so on, are all delayed.”
This puts even more emphasis on content creation and more stress on the creative team. The most important thing to focus on throughout the coming changes is the ability to create content that drives consumers to engage. It’s not about your opinion of what is good or bad… it is now up to the community to decide.
Listen, react, and deliver.