Restaurants, bars, and retailers with less than 10,000 likes can now see how Facebook messages perform.
Small businesses can now obtain the same Facebook data that the big boys have been analyzing since January. While the Palo Alto, CA-based social site had been offering page analytics only to brands with more than 10,000 likes, all companies are now privy to the same information.
Such data includes the number of impressions each post generates, as well as what percentage of fans either "liked" or otherwise interacted with a post. It also involves monthly active users (MAUs). Page administrators for small businesses will be able to view such information retroactively to June 25, 2010, according to a Facebook blog post on Nov. 23.
Small business owners sound pleased about the development.
"If I can see what posts are going to generate the most interest, I am going to keep posting those kinds of messages," said Jenny Cheifetz, owner of confectionary brand The Sugar Mommy, which has 280 Facebook "likers" and is based in Bedford, NH. "Whatever feedback we can get is great."
Joe Sorge, owner of AJ Bombers, leverages Facebook, Twitter, Foursquare, a burger blog, and other social media on a regular basis to drive foot traffic into his Milwaukee, WI-based burger joint. He echoed Cheifetz's sentiment that being able to see what's effective on his Facebook page (2,200 "likes") could be of great marketing value.
"I'm always interested in engagement analytics," Sorge explained. "Seeing how many impressions the posts get will be helpful... I would like to know more about how pictures and videos perform in terms of engagement."
In addition, Facebook's blog post said all unique users that see a brand's posts will now be counted among a page’s monthly active users. Before, MAUs were only counted if they had "liked" a brand or commented on its wall.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.