Wednesday, October 5, 2011


Social networking giant Facebook has launched a new metric to gauge how much a page is regarded: "People Talking About."
The statistic will be one of four tracked by Facebook's Pages Insights, tech site Mashable reported.

Other metrics, designed for administrators of brand and media Pages, include "Likes," "Friends of Fans" and "Weekly Total Reach."

"The idea is that users will understand a Page with a high 'People Talking About' rating is one that has compelling content. Likewise, content creators will be motivated to make their Pages more comment-worthy," Mashable said.

It will also measure user-initiated activity related to a Page, including:
  • posting to a Page’s Wall
  • “liking"
  • commenting
  • sharing a Page post or content on the Page
  • answering a Question posed to fans
  • mentioning a Page
  • "liking" or sharing a deal or checking in at your Place.

A second metric, "Friends of Fans," shows the actual number of friends a Facebook user's fans have.

The "Weekly total reach" aims to measure how many total people have posted something about your Page, how many news organizations (within Facebook) have referenced it and how much viral distribution elements of your Page has gotten.

But "Like" will remain a top measurement, according to David Baser, product manager for Pages Insights.

"Likes are an expression of identity. It’s a user saying that I have a relationship with this brand," he said.

Deeper data dive

Other than tracking the four metrics, Pages Insights will also offer a deeper dive into data around specific updates.

Facebook will list a user's last 500 posts and count the total number of engaged users, People Talking About it and virality. The latter measures the percentage of users who commented on the post.

But it will not take sentiment into account - lauding and criticizing a comment will count the same. — RSJ
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