Facebook gave us the last piece of the Earned Media puzzle

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facebook marketing

A small relatively un-noticed posting on the Facebook blog gave marketers who use social media one of the greatest gifts I have seen in marketing in quite a while.

Take a look at the original posting below …

Improving Facebook Page Insights
by Facebook Pages on Tuesday, November 23, 2010 at 7:48pm

Facebook Pages are a great way for admins to learn about their audience and view Facebook Insights about people connected to your Page. We are launching a new feature for all Facebook Page owners and Facebook Platform developers that will provide additional metrics around your Page content. All Page admins will now be able to see per post impression counts for each story posted on your Page after June 25, 2010. Per post impressions will be collected in raw format and all impressions will be counted toward the impression total. Unique impressions are not available at this time.

The true meaning of this post is Facebook has given us the ability to track the impression count of an individual piece of content posted on your Facebook Page. This was previously only allowed for Pages with more than 10,000 fans/likes.

This is significant because now you can measure impressions across all your “earned” social media such as your Facebook Page postings, YouTube Views, Twitter, Blog Impressions etc. And if you can officially measure impression data across all of these forms of media then you can attach a CPM to that number and define the Media Equivalent Value (MEV) you can get by participating in Social Media.

Some clever firms saw this and immediately launched Social Media dashboards that can derive a MEV for you such as SocialEye by Overdrive Interactive and SocialSenseFB by NetworkedInsights (both of which I am currently test driving). Which means you can now truly measure your progress daily, weekly, monthly in social media. And better than that you can report back to your executive team how much media value you were able to drive for your company by using social media, giving you a nice tidy way sum up all your media value backout the cost of your social media program and show an ROI.

Marketers have been typically looking for a tool to measure ROI in social media but because the metrics were so different (fan, followers, views of videos etc) it was impossible to “normalize” those metrics to create a single measurable metric which was why it was so hard to measure the ROI in social media. Ultimately all marketers will be heading to a place where we can monitor spending across all forms of media – Paid, Earned and Owned in order to know where to place our very next dollar of media spending. Furthermore I think you will see this type of media analysis emerge more this year. So little did we know in the quiet of an evening in November just 2 days before Thanksgiving, Facebook gave marketers something really to be thankful for on Thanksgiving!

8 comments to Facebook gave us the last piece of the Earned Media puzzle

  • [...] marketing guru Paul Dunay shared what he calls a “relatively unnoticed” posting on Facebook regarding new metrics for the social [...]

  • Patrick

    Where can this metric be found? Within the export, it only provides an aggregate of the daily news feed impressions. And, on the interactions page, it only goes back 30 days.

  • @Patrick – as the administrator (you need to be one to see these numbers) I get a number like this … 1,336 Impressions Raw number of times this story has been seen on your Wall and in the News Feed of your Fans · 0.22% Feedback

    For each content item on my Fan Page wall

  • Patrick

    @Paul

    Thanks for the answer. I was hoping that there’d be an aggregate way to look at this instead of observing each article piece by piece. Do you know if that exists anywhere?

  • Fab

    Hi Paul,
    This is still owned media, earned would be if we could measure how many people saw the content from the page shared by a fan. We own (in a sense) the fan page, so posting content and measuring impressions only measures directly what we have done (i.e. owned).

    Twitter and Youtube are measurable, but not FB Insights. You can measure earned over FB with your paid advertising though (to an extent).

    Stumbled on this site, not bad btw – think ill scroll through more archives.

    Fab
    T: @theaushh

  • This is still owned media, earned would be if we could measure how many people saw the content from the page shared by a fan. We own (in a sense) the fan page, so posting content and measuring impressions only measures directly what we have done (i.e. owned).

    Twitter and Youtube are measurable, but not FB Insights. You can measure earned over FB with your paid advertising though (to an extent).

    Stumbled on this site, not bad btw – think ill scroll through more archives.

  • Fair point Sudarshan – depends on your definition of earned and owned media
    thanks for commenting

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