One of the most misused parts of marketing analytics is the timeframe. Whether it’s daily/weekly/monthly views in Google Analytics or People Talking About This in Facebook or the metric of your choice, we tend as marketers to use the timeframe (no surprise, we’re marketers) that makes things look the best, or at least look meaningful.…
Quick, what Facebook metrics actually matter? Likes? Comments? Shares? The answer is… all of the above, and yet none of the above. What actually matters is engagement, which is a composite number of likes, comments, shares, re-shares, etc. Facebook sums all of this up in a number in your Page Insights called People Talking About…
A lot of people seem mystified about Facebook’s $16 billion acquisition of WhatsApp. For some folks, it’s about breaking free of an America-centric view of the Internet, as WhatsApp is larger than Twitter or LinkedIn by about 100 million members. For others, it’s not understanding why Facebook would spend that much. Here are three simple…
With Facebook Page reach ever on the decline, I wanted to see if I could boost engagement without paying Facebook. As an experiment, I changed all of the URLs in my weekly newsletter to redirect through my Facebook Page. The point of the experiment wasn’t to annoy my readers, of course, but to see if…
Adam asked in the Marketing Over Coffee LinkedIn Group: “Does anyone have any benchmark stats for Facebook, in terms of reach, viral reach and engagement? I want to analyse the growth and engagement of our Facebook page but have nothing to compare it to. 🙁 Are there any good resources out there for this? I…
Words on pictures are about to become the dominant form of content marketing. For more predictions and steps you can take to get ready for the new News Feed, check out this post I wrote on the SHIFT blog right after the announcement.
For those brave souls willing to dig through analyst calls and investor statements, a bounty of interesting tidbits awaits in Facebook’s 2012 financial results. The social networking behemoth clocked in at $5.089 billion in revenue, up substantially from the $3.711 billion from 2011. More interesting for us marketers are these few tidbits. Monthly active users…
Once upon a time, search engine optimization and branding lived apart. They dined at separate tables. The SEO guys (and they were almost always guys) tooled away in a server room or a windowless closet, coming up with awkward twists of language like BEST COLLEGE STUDENT LOANS. The brand marketers and PR folks, meanwhile, were…
