Arment Dietrich

Facebook Impressions and Feedback

By: Arment Dietrich | December 22, 2010 | 
20

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?

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20 Comments on "Facebook Impressions and Feedback"

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ginidietrich (Gini Dietrich)
5 years 7 months ago

Using the new Facebook analytics from @MolliMegasko http://bit.ly/ghEu1G

RizzoTees (Chris Reimer)
5 years 7 months ago

RT @ginidietrich: Using the new Facebook analytics from @MolliMegasko http://bit.ly/ghEu1G

HowieSPM
HowieSPM
5 years 7 months ago
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… Read more »
MolliMegasko
MolliMegasko
5 years 7 months ago
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.
CoSIDAnews (CoSIDA)
5 years 7 months ago

RT @ginidietrich
Using the new Facebook analytics from @MolliMegasko http://bit.ly/ghEu1G

SEMzilla (SEMzilla Marketing)
5 years 7 months ago

RT @ginidietrich: Using the new #Facebook #Analytics from @MolliMegasko http://bit.ly/ghEu1G

HowieSPM
HowieSPM
5 years 7 months ago
@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… Read more »
HowieSPM
HowieSPM
5 years 7 months ago
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… Read more »
ginidietrich (Gini Dietrich)
5 years 7 months ago

The @spinsucks guest blog today is from @MolliMegasko about the new Facebook analytics http://bit.ly/ghEu1G

dfriez (Debbie Friez)
5 years 7 months ago

RT @ginidietrich: The @spinsucks guest blog today is from @MolliMegasko about the new Facebook analytics http://bit.ly/ghEu1G Good info!

FollowtheLawyer (Jay Pinkert)
5 years 7 months ago

RT @ginidietrich: The @spinsucks guest blog today is from @MolliMegasko about the new Facebook analytics http://bit.ly/ghEu1G

ValerieSimon (Valerie Merahn Simon)

RT @dfriez RT @ginidietrich @spinsucks guest blog today from @MolliMegasko about the new Facebook analytics http://bit.ly/ghEu1G Good info!

kauaiianSun (Ligaya Malones)
5 years 7 months ago

RT @dfriez: RT @ginidietrich: The @spinsucks guest blog today is from @MolliMegasko about the new Facebook analytics http://bit.ly/ghEu1G Good info!

Maria_Amelie (Maria White)
5 years 7 months ago
ginidietrich (Gini Dietrich)
5 years 7 months ago

What the new Facebook insights mean to you from @MolliMegasko http://bit.ly/ghEu1G

jmctigue (John McTigue)
5 years 7 months ago

RT @ginidietrich: What the new Facebook insights mean to you from @MolliMegasko http://bit.ly/ghEu1G

kunter
5 years 7 months ago

@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
PhilipJones
5 years 6 months ago

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 – http://gigaom.com/2010/12/20/facebook-vs-twitter-an-infographic/

HowieSPM
HowieSPM
5 years 6 months ago
@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… Read more »
threezmom
threezmom
5 years 4 months ago

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 bit.ly.

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?

Thanks,
Heidi

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