Arment Dietrich

Facebook Impressions and Feedback

By: Arment Dietrich | December 22, 2010 | 

For those of us running company Facebook pages I thought I’d use Spin Sucks to break down the new impressions and feedback data and how to best use this new information to your advantage in your online marketing campaigns.

You’ll notice now when making a post to your company page, Facebook is supplying you with changing impression numbers and feedback percentages per post. What does this mean?

According to the Facebook help center, below are some of the most common questions:

  • Is the impression number the number of users who have seen the post?
    No. This is the raw number of impressions that have been shown to users. These impressions can come from a user’s news feed, a visit to the Page, or through an Open Graph social plugin.
  • Why is the impression count higher than the number of followers my Page has?
    This is because many users refresh their homepage and visit their homepage multiple times during a session, and each time the post is rendered, it counts as an impression.
  • What does “feedback %” measure?
    It only measures comments and likes, and no other actions (such as video plays and link clicks). The percentage is computed as (comments + likes)/Impressions.

When it comes to impressions, internally we use the information and take more of an in-depth look at what they are telling us. If you want to track and help your posts gain more attention, I suggest creating your own chart. This way you can track which days and times your posts seems to be at peak hours and to see when your fan base and audience is most active.

We also suggest tracking which type of posts you’re creating; this is where the feedback percentages come into play. Are you linking to news articles? Asking questions? Pushing products? Tagging friends and other pages? Take note on when you’re getting high feedback.

By reading in-between the lines you can adapt your page to fit your audiences’ needs. Hopefully this helps stop readers from blocking your news feed and will gain more engagement within a few months.

How are you using the new analytics?

  • HowieSPM

    This had been bugging me and I tried getting help from my friend cbaccus at ATT. I manage a fan page for a client. I did my checking like you did on Facebook. To me why have this number? It makes no sense. I should email you what Chris sent me when I originally brought this up. I blog often about the really low engagement rates on Fan pages. For major companies they tend to run 0.03% and lower per post which is so pitiful why have a page? That said up to 70% of all Facebook users do nothing but read on the website. That is crazy but true. I asked my mom who keeps up with the relatives today. ‘How often do you log into Facebook Mom?” “At least twice a day”. “Do you ever post anything or click Like?” “No almost never. Maybe once every week or two”

    So to me the 10% or less of your Fan Base who will see an individual Page Post, most will only read your post vs take action. It obviously reduces sharing and virality (what is viral anyway?), but it does mean if you put enough info in the post it will get read. Problem is you have no idea it was read! Which creates a hole in your measurement ability.

  • MolliMegasko

    Interesting thought, @HowieSPM, but think of it this way. What if your page has 100 fans and of those, 75 are potential leads and your mom just happens to be one of the prospects. How do we get her to engage? We need to look at these stats and see who is commenting and liking. If it’s the same 10 people every time, maybe we change up our posts.

    We can use these stats to make sure we’re posting when the impressions are at their highest and knowing what interests your prospects enough to take action.

  • HowieSPM

    @MolliMegasko I agree with you. The page I run has some regulars and some people who randomly pop up. We have a nice community and its growing, but much faster on Twitter.

    I study some big brand pages. Doritos was giving away $5m and could only get a few hundred ‘Likes’ from their 1.4mil Fans each time they said ‘$5mil give away’. I mean come on more people can’t click Like? And I don’t like bribes it reduces margins often permanently. So your take on figuring out what people care about is very important. I have thought in the past to condition people to come to your page. Like I come to this one. I have never subscribed via RSS or Email. I come because you have great discussions and content.

    One issue I think is because we are not seeing the posts. Not the lack of care. The feed is filled with more important stuff as well….posts from friends and family. I only have 286 friends on facebook. Everytime I log in I have 300+ updates. If your post is not in that first 25 on the page like twitter I never see it. I am a Fan of A-D I only see a post here and there. But I am not a heavy Facebook user like I am twitter. And btw you have one of the better pages and communities! Kudos.

    Often I think we can usually engage or visit with brands anytime we want 24/7 on the web and maybe we just don’t care via Social. The Center for Media Research showed an average of only 4.7 Brands each person engages with. And yet 1000’s want to engage with us. How do you become one of those 4.7? Not sure there is a solution. But would be nice. You would make Facebook happy! =)

  • HowieSPM

    Hey Molli looking at my clients Insights Page it is giving me data on number of visits to the actual page and it seems to show between 20% and 30% of the Fans which isn’t bad. But its culmulative per day not per post. So my previous guesstimate about 10% seeing each post seems correct still. Not sure how this relates to the impressions number.

    But your other point of engagement is separate. Why if we get 100 viewers of a post do so few click Like or Comment? We do trivia for pretty pricey Gourmet Ice Cream Sandwiches every so often. I have sometimes had zero responses. And trust me you will never have an Ice Cream Sandwich like this unless you visit my client in LA. People drive 45mins through traffic to find them and get these things. The most participants I have had is 10. Granted its time oriented basically who is on their FB homepage at that moment. Twitter that never happens with us.

    This really confuses me. And maybe FB likes that because if it was clearer maybe even more of their luster would be gone? Not sure.

  • @HowieSPM kanuhawaii So the concluison is you have no idea it was read and this determines the validity and reliability of your measurement ability.

    Good article and good questions by Molli Megasko, but I definetely don’t have time to return detailed answers (other than “Yes of course..” and, “but noo..” the same time)
    congratulations by the way for your involvement in the arment company
    best regards

  • PhilipJones

    This is a great post. I enjoy looking at my metrics and impressions for social media. Sometimes I am not sure what they mean and I do not look at them everyday. I try to compare Facebook vs. Twitter vs. Foursquare but I do have to run a business.

    Thank you for this post. There is a interesting infographic that just came out comparing Facebook and Twitter –

  • HowieSPM

    @PhilipJones based on this data the number of people logging in each day has stayed flat while the network has grown. A 18% drop. This reinforces my data showing 22% decline in time spent per person on Facebook and 26% drop in number of photos uploaded per month per active user.

    I actually wouldn’t hate facebook but I am a huge ethics person and they base their business model on exploiting users vs reinvesting in their user experience like they did initially and how they actually beat Myspace. Every initiative since the has been to sell everything about you and they do in very slimy ways by making it opt out vs opt in for everything.

  • threezmom

    One thing we do to get some kind of measurement on who exactly is reading our posts on the page I’m an admin on is use bit.lys. That way, while the page may only show 8 *likes,* there are 125 click-thrus on the

    We’ve been trying to find a place we can find out what a *normal* or *good* impression feedback percentage is. I know when I worked with a mail-order bookseller, when we sent out a catalog, to get a 3% return rate was great. What is a good or great percentage feedback on an impression for a page?