Spotlight for Career Services ProfessionalsDecember 11, 2013
by Megan Wolleben
Somewhere around the start of the
fall semester, Facebook rolled out "Insights," a new analytics
platform. The update was ill-timed for many of us in career
services, but now that things have slowed down a bit, I've had a
chance to explore the new changes and I like what I see.
So what are the new features and
what could they mean for you as a page owner? While analytics have
become more sought after, it seems that the time available to
really dig deep and understand them has dwindled. With these
changes, Facebook promises to bring better insights in a more
Facebook claims it is now easier
There is a lot to go over with the
new changes, so for the sake of brevity I'm going to highlight how
it is easier to accomplish the three claims above with the new
Insights, why it matters and, showcase some of the new information
that is now available to page owners.
Monitor what's working and not working on your
page.Why it matters: With this you can better understand
what your audience wants to see and how it responds to of the
information you offer.
Understand the people who like your page and engage with your posts.
Why it matters: If you are seeking to increase your likes or engagement, this information is helpful to see what population you are doing well with and what segment of the population you could better engage.
Make decisions about the best ways to connect with your audience.
Why it matters: This improvement is pretty self-explanatory; being able to see where your audience comes from and when they are online can help you plan posts and be more strategic in marketing campaigns.
Facebook’s demo video claims that the changes will make the new insights more “actionable, simple, and powerful,” and will allow page owners to improve the way we “publish, market, and connect.” Whether this is true or merely a string of buzzwords remains to be seen. My advice? Go in there and start playing around so you can determine what Facebook Insights are most meaningful and useful to your own metrics.
I like to monitor analytics to see what is working, but I don’t live and die by the numbers. The updates pull together your data to create a more compelling story of what is working on your page and where you can improve, and helps you understand your page insights in a more, well, insightful way.
I highly recommend taking five minutes to watch the demo from Facebook for more information on the updates. After watching it, I was excited about the possibilities and level of analytics now available to me as a page owner.
That said, there are other platforms you can explore, consider, and use for gathering Facebook data:
Megan Wolleben is assistant director at the Bucknell University Career Development Center.
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