Facebook and Wildfire launched a new Facebook's analytics dashboard for Facebook Fan page owners. The Wildfire Analytics suite launched today offers some additional features beyond the new "Facebook Insights," including the ability to track and aggregate Insights across multiple fan pages, for example.
Some of the most notable new data points Facebook launched today include Friends of Fans, Reach, Engaged Users, and People Talking About This. Before delving into the details of the metrics themselves, it's worth taking a moment to consider how these new Insights impact you as a social media marketer.
The dashboard now lists the total number of fans, total likes and a new "Friends of Fans" metric, which shows many people can be reached through a page's post and more. It also shows how people ended up on the fan page, whether through an ad, a friend's post, or otherwise.
Wildfire takes some of the new data points from Facebook, called "Friends of Fans," "Engaged Users," and "People Talking About This" and pulls them into its own analytics suite.
Engaged users, explains Wildfire, include anyone who responds positively by consuming content (watching a video, clicking a link, etc.), liking a post, commenting on it, or taking other actions. Some of these users will comment on the post, which brings it into their friends' News Feed, creating a discussion. These people are wrapped up in the new "People Talking About This" metric. The audience they connect with indicates the "Viral Reach" of that post.
In addition, the new "Friends of Fans" data shows the potential audience for any Facebook Page post.
In Wildfire's Social Marketing Suite, brands with multiple fan pages can view Facebook Insights from all their pages in aggregate, including performance data, engagement, and analytics. Clients can then drill down into the pages to see the individual data points.
So, for example, "if you manage multiple Facebook Pages Wildfire will enable you to see at a glance your aggregate performance across all these pages, and to then drill down deeper to see the analytics for your individual pages. Even if you only manage one Facebook page but you have multiple tabs associated with this page our aggregation of the Insights data is helpful to you because you can see at a glance how you're performing, in aggregate, across all your tabs. These metrics allow you to evaluate engagement comprehensively across your social properties, compare your properties side-by-side, and drill down for further details. In this way you can readily identify which of your properties and tabs are generating the greatest engagement and you can learn from them in order to optimize your lower performing pages and tabs," explains Wildfire
For more information about the new analytics suite, visit Wildfire Interactive.