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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Recently, I visited my alma mater, University of Florida in Gainesville, FL, to speak with advertising students about digital marketing, analytics and how to start a career in our field.