At Social Media Today we’re always working to bring you the latest insights into the world of social media marketing. Our newsletter can help deliver that directly to you daily.

Facebook's PTAT: What Is It?



Marketers are known for their expansive list of acronyms and dropping trendy buzzwords (think ROI, PPC, KPI, growth hacker, thought leader – feel free to add yours to the list!). In the world of Facebook metrics, “People Talking About This” or PTAT is a measure that is very dear to a marketer’s heart – and with good reason.

What is PTAT?

Over a 7 day period, whenever a page visitor does one of the below things, a story is created about your page and your PTAT is increased.  These stories can be any of the following:

  • like a page
  • post on the page wall
  • like a post
  • comment on a post
  • share a post
  • answer a question
  • RSVP to a page’s event
  • mention the page in a post
  • tag the page in a photo
  • check in at a place
  • share a check-in deal
  • like a check-in deal
  • write a recommendation
  • claim an offer

Because the metric tracks unique stories over a 7 day period, it is important to engage fans consistently to keep your number up.  For example, if a fan likes your page and leaves a comment on the same day, it will only add one point to your PTAT – but another point is added if that fan comes back and creates a new story after 7 days – so being consistent is key.

The number itself is very public – anyone visiting your page can see the PTAT on the left side of the page under the number of likes.  Important to remember, that while likes are reported in real-time, PTAT is usually a couple of days behind, so don’t freak out if the numbers look a little confusing!

Where do I start?

Start by looking at your PTAT number and those of your competitors online.  If yours is lower, take a look at what the competition is doing differently and use that knowledge to generate some creative campaigns! (see Turtle Wax’s recent Wax On Shirt Off campaign for a great example!). If you are consistent and look to your PTAT numbers regularly, you will see results.

Join The Conversation

Webinars On Demand