5 Facebook Insights Your Business Can’t Ignore

Annalise Kaylor
Annalise Kaylor Associate Creative Director - Social Media, aimClear

Posted on April 27th 2012

5 Facebook Insights Your Business Can’t Ignore

Facebook InsightsDon’t get me wrong, I happen to love third-party social media tools. I’m an sucker early adopter for most of them and I like to see what’s happening in the social media metric world.  But when it comes time to get down and dirty with Facebook metrics, I turn to the spreadsheet everyone loves to hate: Facebook Insights.

Social media tools are popping up everywhere, and if your Inbox is anything like mine, you’re getting solicitations from “the most amazing social measurement tool ever” each and every day.  Using third-party tools can be useful, but when it comes to Facebook, there is more than enough data within its native Insights platform to get any business off and running on the right foot.   The following are five Insights your business can’t afford to ignore:

Daily Negative Feedback User

This tab is located near the end of the entire Facebook Insights spreadsheet, after the demographics tabs and before the check-in information.  Don’t just look at the column in the “Key Metrics” tab, because it doesn’t paint the entire picture.   The Daily Negative Feedback User tab is just as important as how many people “like” your page.  It shows you how many so-called fans have decided to hide your status update in their feed, hide all of your status updates for good, reported you as spam, or decided to “unlike” you altogether. 

Looking at this metric on a daily basis, versus looking at a week or a month at a time, allows you to tie those actions to your specific Facebook posts for the day.  It will tell you exactly what kind of content turns off your fan base.   Remember, when people decide to hide your page for good, they’ll never see your status updates and you’ve essentially lost them, despite the fact they still show up as a “like” in your total fan numbers. 

28 Days Viral Impressions 

This measurement, which shows you the total number of times users saw your posts via stories published by their friends tells you a few things. First of all, let me tell you that one again: this data tells you how your message is spreading to the friends of your fans.  The friends of your existing fans are your next generation of fans, so you want this number to be growing.  Chances are that if their friends like you, they will like you, and even better they will trust you, too.

In addition, when this metric is growing, it means your visibility is growing.  More people are being exposed to you, and that exposure is the first part of the social media ROI cycle.  The higher the number, the more your fans are interacting with content and helping their friends find you, too.

28 Days Organic Reach

Truth be told, Facebook Insights has more ways to measure reach than Larry King has had wives.  It’s bordering on the ridiculous because everyone seems to define “reach” in a different way.  Using the 28 Days Organic Reach measurement, found in the Key Metrics tab, is an easy way to see how your business is performing naturally.

At the Facebook Marketer’s Conference in New York earlier this year, we learned that only 16% of your fans are actually seeing your updates.  Looking at the organic reach is great because it tells you how many people visited your page or saw your page or one of your posts in their News Feeds or Tickers.  This metric measures people who are fans of your page, as well as those who are not.  This gives you an idea of your actual, natural reach.  Watch this number to determine if you are improving your EdgeRank.

Daily Like Sources

At first glance, this seems like an obvious inclusion, and it is.  While it is important to know where your audience is coming from, the metric you need to watch closely is the one with the title “mobile.”  Mobile is one of the fastest-growing ways for people to consume social content all over the world.  If you’re not creating a user experience that works well for your mobile audience, you’re way behind in the game.  You can see this without downloading the spreadsheet on the admin page of your Facebook site, but this is one you should be watching long-term.

Weekly Reach by Country

One of my biggest social media pet peeves is when a business decides to post something to their fans of a specific country or city without geo-targeting a post.  Why does this peeve me so?  Because it isn’t relevant to me.  Nor is it relevant to anyone else outside of the one geographic area.  Looking at the “weekly reach” will tell you where your fans are.  This is a great opportunity to provide exclusive content to fans in certain locations, or test drive a promotion without involving legions and legions of fans.  This is also a great way to tap into your hidden market.  I can’t tell you how many brands I’ve worked with that have been blindsided when they learned that their second-highest fan count resided in Brazil – despite the fact the brand has no official presence there.

While you can easily see a snapshot of these numbers as an admin of the page, charting it over time is how you start to see patterns emerge.  These patterns will help you decided what’s working where and with whom.

These five areas of measurement are not the be-all-end-all way to measuring social ROI.  They’re not a magic wand that will suddenly part the clouds and make everything more clear. They are, however, often overlooked by organizations.  Your community manager (and you DO have a community manager, right?) can help your departments understand what metrics make the most sense to monitor for their respective areas of interest.  If he or she can’t, then you need to invest in a better community manager, but I’ll save that for another post.

Annalise Kaylor

Annalise Kaylor

Associate Creative Director - Social Media, aimClear

Annalise Kaylor built her first "social network" in 1992, when BBS's were all the rage and 14.4 bps was considered fast. She has been immersed in growing communities and expanding the role social media ever since, resulting in more than a decade of professional consulting experience. Annalise's portfolio of work includes campaigns for small, family-owned businesses as well as Fortune 50 global organizations. Her work has been featured in numerous industry reports, including interviews with Mashable, ReadWriteWeb, and CIO.com. She is also the technical editor for a forthcoming book on social media from Alpha/Penguin Publishing. When she isn't tweeting or updating her status, Annalise can be found flying planes (no, really!), playing her fiddle, or enjoying a Buffy the Vampire marathon.

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Posted on May 3rd 2012 at 5:10PM

Great stuff, thanks for sharing.

Annalise Kaylor
Posted on June 6th 2012 at 8:04PM

Thank you, Ed, for reading!

Thomas Leath
Posted on May 9th 2012 at 11:14AM

Great information! Daily Negative Feedback User? This is somethimg I'm completely unfamiliar with and unable to find. Do I need to generate a report for one of my pages to see it? Please expound. 

Annalise Kaylor
Posted on June 6th 2012 at 8:03PM

Hi Thomas,

Sorry for my delay in responding!  You can find this report in the Excel spreadsheet you download from Facebook.  One of the tabs in the spreadsheet is called "Daily Negative Feedback."

Frk Taher
Posted on May 17th 2012 at 7:07AM


Where do I find the  Daily Negative Feedback User tab?

Thanks for great info

Regards Frk, Taher

Annalise Kaylor
Posted on June 6th 2012 at 8:04PM

Hi there!


Download your Page's Insights from your Facebook page. It's one of the tabs at the bottom of the report.  I hope that helps!

Frk Taher
Posted on June 7th 2012 at 3:47AM

Perfekt thank you very much :-)


Kaled Diab
Posted on June 11th 2012 at 3:22PM