Nov 07 2008
Facebook is Measuring Results
If you’re considering launching an official company page on Facebook but are concerned about measuring results, you’ll be happy to know that the social network has recently created a new application which allows companies to delve deeper into visitor analysis. The application displays a graph which demonstrates shifts in day-to-day visitor trends. A drop down menu allows for additional graph customization in categories such as unique visitors, photo views and wall posts. You can drill down even further by downloading an excel spreadsheet with all the statistics side by side. The spreadsheet allows for comparison of various page activities and tracking new fans based on sex and age group demographics.
If you are actively promoting your Facebook page, the application allows you to quickly measure campaign results. For example, if you email a newsletter to clients promoting a Facebook link, you can instantly see if the communication yielded results by monitoring visitor spikes using the graph as a comparison tool to days when no communication took place. If your company advertises on Facebook and targets specific consumers, this insight can help you determine overall response rates, as well as exactly which demographic groups have been most receptive to your messages.
It looks like Facebook is making constant adjustments to the corporate portion of the site and is starting to understand the importance of measuring marketing results. There are still many kinks to be worked out, but the social network is certainly making strides in attracting advertisers by offering these new tools.
