What to Know About Changes in Facebook Insights [infographic]

Changes in Facebook Insights - What to Be Aware of [infographic]With all the new changes we are experiencing on the Facebook platform at the moment, it is especially important for businesses to know what these changes actually mean for your brand.

Two days ago, we published a blog post about what is interesting for businesses to know about Facebook’s expansion of the open graph and the possibilities in the new social apps. In this post, I would like to share some information about the new Facebook page insights – also included in the form of an infographic made by Neo Consulting – in order to highlight what brands can benefit from knowing in relation to their Facebook presence.

What to be aware of

In relation to Facebook’s page insights, there are some new elements that are very valuable to become acquainted with to help you measure the content on your Facebook page. It can be a good idea to read through Facebook’s guide on the subject, but below it is also possible to gain a good overview from the infograhic.

However, here I will also try to emphasize what exactly to look for when continuously monitoring and understanding the overall performance of the page. But to first of all see insights about your Facebook page, you need to visit your page and click on the “Insights” tab in the left side of the screen. You should note, though, that the new page insights is initially launching as a preview. To access it during the preview period, you can visit facebook.com/insights and here gain overview of all the pages that you are managing.

To quickly understand the size and engagement of your fans, you should monitor the following metrics closely to follow the development and estimate which part of your social media strategy that seems to be working in the most effective way:

  • Total likes: number of unique people who like your brand page.
  • Friends of fans: number of unique people who are friends with your fans, including your current fans.
  • People talking about this: number of unique people who have created a story about your page within the last week (by liking or commenting on page, answering a Question, mentioning page etc).
  • Total reach: number of unique people who have seen any content associated with your page (including any ads or sponsored stories pointing to your page within the last week).

Figure out what engages your audience

Further, when running a Facebok page, it can be a good idea to post according to a conversational calender, so that you ensure regular updates with engaging content. This has the possibility of getting more people to talk about you with their friends, which naturally leads your brand to reach more people overall. You should of course also consider your final goal of your social presence, since this should not only focus on gaining the highest amount of fans. You want to reach the right fans, namely the ones that have an interest in you and who would like to engage with you.

Now, you can also use page insights to better understand what exactly this audience wants to hear about and what posts that get the most attention, so that you hit your preferred target. In the infographic below, you can gain further knowledge about the new changes to be aware of in Facebook insights. Check it out here:

Changes in Facebook Insights - What to Be Aware of [infographic]


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.