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The New Facebook Insights: What’s new

Facebook recently rolled out an updated Insights platform, with features that can do everything from aggregating engagement metrics to demystifying your page users. The pilot began earlier this year, allowing select page managers to utilize the new metrics system, and the social media giant fully extended the new Facebook Insights service to some 50 million page-managers in early October. Here, we’ll investigate some of the new features and explore the conclusions social media professionals can draw from available data to better engage and understand the growing 1.2 billion Facebook users. If your account hosts several pages, you’ll have to click the gear tab and select the account you’d like to access.

First, what’s stayed the same? Well, all APIs from the old Facebook Insights page continue to be available and updates to these will be announced via the Facebook Developer policies.

Now, on to what’s new. Upon accessing Insights, page managers are presented with brief, overview data about their page. What was once called Virality has been renamed Engagement Rate and now includes clicks in its data set.

Also new, each post has attached to it positive and negative metrics to measure the effectiveness and quality of the content. This allows social media professionals to see what’s working and what needs working on. You may also want to keep in mind the medium (i.e. text, video, or image) of the post. Depending on your service, your users may prefer one medium to another.

Arguably the most substantive change, you’ll be able to get a little closer into your demographic data. From age and gender to country and language, you’ll have a rough sketch of who your users are. This way, you can draw conclusions (be sure they’re backed by solid data or at least a sizeable hunch) on the type of content you’d like to share and what direction you may decide to take your page.

The new Facebook Insights is a result of user-submitted requests from page managers just like yourself. Any additional changes will likely be the result of similar inquiries. So, be sure to familiarize yourself with the interface and if you have any suggestions, submit them via the Send Feedback function in the right-hand corner of the interface. So that’s what’s new. Share in the comments section below how you’re leveraging this technology to increase user engagement, conversations, and/or ROI.


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