Facebook Metrics: People Talking About This
Over the past month, we’ve offered a full breakdown of Facebook metrics in Raven, covering the Summary, Likes and Reach. This week, for the grand finale of our Facebook Metrics miniseries, we’re tackling arguably the trickiest metric offered by Facebook: Talking About This.
Talking About This is the fourth tab in Raven’s Facebook Metrics section, and it displays data in two sections: Who Is Talking About Your Page and How People Are Talking About Your Page. But before we get to that, we need to define the “Talking About This” metric.
According to Facebook, Talking About This is defined as any instance where a story is created from your Facebook page. A story is any interaction that a Facebook user has with your page or a post on your page which results in something being posted either in the news feed or the ticker. Liking a page, sharing a post, claiming a coupon, joining an event – all of these are stories that can be created from your page, and all of them go into the total Talking About This metric.
Now that we know that, let’s dig into the individual sections.
Who Is Talking About Your Page
The first “Talking About” section is all about the demographics of those who are creating stories based on your page. For privacy reasons, Facebook will only display this data when more than 30 people were talking about this page in the seven days preceding the end of your date range. If your page doesn’t meet this requirement, this section will be blank.
The graph in this section displays the total number of people who created a story related to your page, broken down by age and gender. Each age range shows two bars: yellow for male users and blue for female users. Hover your mouse over either bar to get a specific number for either gender.
How People Are Talking About Your Page
Below the demographics chart is a breakdown of how people are interacting with your page and its posts. The bar chart breaks each day into several subcategories, including Page Likes, Stories From Your Posts (likes, comments, shares), Posts By Others, Mentions and Photo Tags and more. The categories you see are dependent on the kinds of posts and features you offer. If users can check in to your business, for instance, those will be shown as well.
Here’s a handy guide to possible stories in your metrics:
- Page Likes: Instances where a Facebook user clicked the Like button on your page.
- Stories From Your Posts: Instances where a Facebook user interacted with one of the posts you made to your Timeline. This could be sharing, liking or commenting. It could be participating in a poll. If you posted it and someone else interacted with it, that counts toward this total.
- Posts By Others: Instances where independent Facebook users post to your Page’s Timeline. This includes text posts, links, photos and anything else you allow fans or potential fans to post.
- Mentions and Photo Tags: This story type deals with instances where users tag your Page in a status update or photo. It only counts if they either use the tag button or link to your page by choosing from the menu that pops up as they type the status update.
- Check-Ins: If your page is set up with a physical location and allows people to check in using Facebook Places, those check-ins will show up here.
Each entry shows the total number of people who talked about your Page. Hovering over each section of the bar shows how many people created which story type. And below this graph are two tables, breaking down the Talking About This metric into countries and languages.
Before we close the book on Facebook Metrics, there are a couple of odds and ends worth mentioning:
- If you have Google Analytics authorized in your account, you get a fifth tab in Metrics > Facebook, showing referral traffic to your website from Facebook. Neat! Like with most graphs in Raven, this data mashes up with Event Manager, giving you a quick, at-a-glance look at how many views are being driven to your website from Facebook, with important events mapped out on top.
- Due to an API limitation, you’re only allowed a 90-day window for your Facebook metrics date range. When reporting, you can always break long reports into quarters, but the absolute length of a date range on Facebook is 90 days.
- See some data you want to keep a physical copy of? Click the Build Report icon on any page in Facebook Metrics to get a quick PDF report download of whatever information you’re currently looking at.
Got other Facebook questions? Let us know! You can contact Raven’s user support team between the hours of 8 a.m. and 6 p.m. (Central Time), Monday through Friday. Drop us a line at firstname.lastname@example.org or check out our Customer Care page for additional resources.