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.
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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.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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