Content Marketing Blog

Facebook updates metrics in a bid to attract advertising dollars

In recent weeks, Facebook has made a number of user updates – overhauling its page layout, media platforms and increasing the ways people share content via the social network.

However, the majority of these changes have been limited to personal account holders browsing the site in their free time.

And while Twitter and Google spent time launching new analytics features – many of which targeted businesses wanting to improve their online marketing strategies and increase spend – the team at Facebook were surprisingly silent on the matter.

But that was last week – and a lot can happen in only a few days.

Facebook has increased the scope and range of tools available as part of its Page Insights features.

The new People Talking About analytics tool will combine with the site's previous metrics such as Likes, Weekly Total Reach and Friends of Fans to gauge the popularity of a page, as well as its ability to engage users.

The new metric will measure self-initiated user activity – this includes data on likes, wall posts, comments, links or deals – and check-ins, as well as any content which is shared by fans and mentions a given brand.

It is also thought that overhauling its analytic tools will promote original and fresh content on brand pages, which helps to maintain the relevance of a site for users.

The other feather that is set to overhaul the commercial side of the social network is its updated ad unit.

While this will still allow brands to promote updates, this now has a few key differences to its predecessor.

In the event that a user 'likes' a given brand, the ad unit will give them the chance to view or leave a comment.

This social interaction will then automatically expand in the right side bar of viewers' friends who are also fans of the page – in effect recreating the kind of word-of-mouth recommendations that often occur in real life.

While any changes may take time to come into effect, it is expected that these updates with have serious influence on the ways brands go about their social media marketing.