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Facebook: Introducing Embedded Posts

Facebook has rolled out Embedded Posts to make it possible for people to bring the most compelling, timely public posts from Facebook to the rest of the web.

Embedded Posts lets people add public posts from Facebook to their blog or web site. When embedded, posts can include pictures, videos, hashtags and other content. People can also like and share the post directly from the embed.

Only posts set to public can be embedded on other web sites. Here are three examples of Embedded Posts from recent public events:

The official British Monarchy Page published this post shortly after the royal baby was born. You can click the #RoyalBabyBoy hashtag directly from the embedded post to discover similar content on Facebook:

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Andy Murray shared this picture after winning the 2013 Wimbledon Championships. People can like Andy’s Page directly from the embedded post by clicking the “Like Page” button in the upper right corner:

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Many journalists post detailed commentary about world events from their Facebook timeline. You can click “See More” to expand this embedded post from Fareed Zakaria and read his full commentary. You can also click “Follow” to subscribe to more posts from Fareed:

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Facebook is currently working with CNN,Huffington PostBleacher ReportPEOPLE and Mashable so those publications can embed public Facebook posts, with broader availability coming soon.

Updates from Facebook.

ihub Media is Asia’s Leading 360 Social Media Agency.

PageLikes_TAT

iAnalytics: Expounding the A-Z of Facebook Engagement Metrics

Did you know that having more Likes does not always mean that your Facebook campaign is doing well?

Other factors like your Page Tier, Page Engagement and Talking About This Rate are just as important, if not more so. While these buzzwords are commonly used by social media advocates, not many are aware of what they truly mean or how they are measured. With ihub Media’s iAnalytics tool, we will explain how your brand can gain a more accurate understanding of your social data, reach, penetration and overall engagement performance in order to generate real business revenue.

Since Facebook has irrevocably shaped the way brands are marketing themselves, it is not an exaggeration that most businesses are already on it. As your social media activities are distributed on your Facebook Page, Ads and Apps, it is significant to have a holistic and accurate overview of the health of your online marketing efforts.

There are several ways to measure the level of engagement for your Facebook Page. Let us begin by expounding some of the metrics we use:

• Likes Base: refers to total number of fans on your Page, at any given time.

• Talking About This (TAT): refers to number of unique people who have created a story about your Page in the last 7 days.

• Talking About This Rate (TAT Rate): Talking About ThisTotal Likes Base

• Social Actions: refers to total number of posts, post Likes, Comments and Shares.

• Page Engagement: Social ActionsTotal Likes Base

PageLikes_TAT

Where to find your LikesBase and Talking About This statistics.

 

With these definitions in mind, the next question to ask is, What are the common mistakes when interpreting Facebook engagement metrics?

#1: Comparing brands across different Tiers

To gauge your placing in the social media arena, it is important to track your Engagement Rate and compare it with others within your tier. The tier system, which is part of iAnalytic’s strategic feature, separates the heavyweight fighters from the lightweight ones. iAnalytics assigns brands to a tier based on the total number of Likes on their Page. The higher the tier, the wider its Like base.

Brands should be cautious who they’re comparing themselves against, because a comparison that is made far across the different tiers will most likely generate inaccurate or irrelevant results and analysis. Most engagement formulas make use of the Total Likes Base as a divisor, so when you compare a Page that is out of their tier, you risk making an unfair comparison as shown in the example below:

PageTier

G2000 Singapore, which is of a lower tier as compared to Charles & Keith, outperforms the larger Page despite having fewer Social Actions. Its Page Engagement stands at a high 0.27% as compared to Charles & Keith’s 0.15%.

Furthermore, G2000 Singapore’s TAT Rate is almost twice that of Charles & Keith, although both brands have comparable Talking About This scores. While the statistics may show that G2000 Singapore is the clear winner among the two competitors, it is an unequal match between the two since the size of their Likes Base differs considerably.

 

#2: Measuring Engagement using only Talking About This figures

Facebook provides Talking About This statistics for all Pages. More often than not, brands would conveniently use this figure as a measurement of their Page’s overall engagement levels. The Talking About This figure represents the number of people who have created stories about the Page in the last week.

Stories are created when users Like the Page; post on the Page Timeline; Like, Comment, or Share; answer a Page Question; RSVP to a Page Event; mention the Page; tag the Page photo; Check-in or Recommend a Page location. While all this measurement speaks volumes about the level of interaction between the brand and its fans, a more effective tool to evaluate Page engagement would be the Talking About This Rate.

More than just the TAT, the TAT Rate measures the Page’s overall performance in terms of Like recruitment and the frequency of user interaction against its Total Likes Base. With this, you get a fairer comparison between the brands.

Let’s take a look at the example below:

PageTAT

Both Lipice SG and Hada Labo SG have similar TAT Rates of about 2.3%. However, Hada Labo SG’s Talking About This score is almost 4 times greater than that of Lipice SG. Hada Labo SG, which is in Tier 2, has a larger Likes Base than Lipice SG, which is in Tier 1. This means that to achieve the same TAT Rate as Lipice SG, Hada Labo SG has to have a significantly larger Talking About This Figure.

As seen from this example, the TAT Rate is a more straightforward way to evaluate a Page’s recent overall engagement performance, as well as a more accurate measurement of engagement compared to the Talking About This score.

So which Facebook engagement metrics do you prefer to use? Let us know in the comments below.

Facebook Page Insight updates

Facebook Update: Page Insights

Facebook will be rolling out updates to the Page Insights tool and inviting a select group of Page admins to participate in this preview. These global changes include improvements to the way Facebook organizes and reports fundamental metrics:
Making Facebook metrics clear and simple
People Talking About This (PTAT)
PTAT will now broken into elements that will be reported separately as Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts), Page tags and mentions, Page check-ins, and other interactions on a Page. PTAT as a combined metric will still be available for Page admins not participating in the new Insights preview.
Virality
The virality metric in Page Insights is often used as a benchmark for Page post quality. However, this metric doesn’t include clicks in its measurement, which are a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality. So moving forward, clicks will be introduced in this metric and renaming ‘virality’ to ‘engagement rate’ to be clearer in definition.
Helping marketers create and publish better content
Facebook News Feed rewards quality posts with greater reach. One major consideration in gauging post quality is the relationship between positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page). Historically, Page Insights has reported on posts’ performance, reach, and engagement in three distinct places. In the new Page Insights, metrics will be aggregated into a post-specific score card, so marketers can evaluate positive and negative metrics together. This will help Page admins better identify content people interact with, produce more of it, and enjoy increased reach and impact on Facebook.
Facebook Page Insight updates
Providing more insights about the people that interact with your Page content
Before, Page Insights showed you the demographic breakdown (age, gender, country, city and language) of who you reached. Now, updated Page insights allows you to see not only who you’ve reached – but also who you’ve engaged. This helps Page admins identify what content is resonating with what audiences, to better inform their Page content and strategy.
Facebook Page Insight updates 1
Starting today, Facebook will gradually roll out these updates. Page admins who are invited to use the new Page Insights will be notified within the Insights tool interface. The existing Page Insights will still be available for all other Page admins until later this summer, at which point we’ll make the updates to Page Insights available to all marketers. At this time, Facebook will not make changes to the Page Insights export or API.