I recently fin­ished an upgrade to the Omni­ture Engi­neer­ing Ser­vices Face­book Inte­gra­tion.  The orig­i­nal inte­gra­tion pulled in the fan count and allowed you to trend it over time and com­pare your company’s pages to competitor’s pages.

The trended fan count report is extremely valu­able to help you mon­i­tor your com­peti­tors and mea­sure the reach of your Face­book fan page.

Why does Face­book matter?

There are tons of sta­tis­tics about Face­book, so I am just going to throw out some sta­tis­tics that are rel­e­vant to the Face­book integration.

  • 400 mil­lion active users world­wide — So your cus­tomers ARE on Face­book. And they inter­act with Face­book on a reg­u­lar basis.
  • 11.6 % of all time spent online is spent on Face­book — This is com­pared to 4.1 % on Google and 4.25 % on Yahoo. In other words, we highly rec­om­mend you mea­sure your customer’s time on Facebook.

What is in the upgrade?

Well, after a lot of inves­ti­ga­tion, about five iter­a­tions of the design and a lot of coor­di­na­tion between Jeremy Ander­son (Social Media — Sub­ject Mat­ter Lead) in Omni­ture Con­sult­ing, we were able to add the fol­low­ing metrics.

·         Fans - This met­ric is the change in fans

·         Likes - How many likes occurred in a day

·         Com­ments - How many com­ments occurred in a day

·         Posts - How many posts occurred in a day

·         Inter­ac­tions - An addi­tion of likes, com­ments and posts

Social media is all about engage­ment.  The more a user engages with your com­pany the more likely they are to pur­chase your prod­ucts.  Not to men­tion the more they engage with your com­pany the more likely they are to express sat­is­fac­tion to their friends and fam­ily. Here is an image of trended inter­ac­tions.  This report is a direct mea­sure of how valu­able your fan page is.

My new favorite Face­book report!

After read­ing this arti­cle about Face­book fan value I went to my trusty cal­cu­lated met­rics and sim­ply cre­ated a Fan Value cal­cu­lated met­ric.  The math is Fan Value = fans * 3.6 in cur­rency.   Then use in the Fan Value cal­cu­lated met­ric in a trended report and you get this:

If you are look­ing to impress your boss this is one report that will do it.  More impor­tantly, if you are look­ing to jus­tify invest­ing resources in social media this report will be key to real­iz­ing your goal.

How can you get the Face­book Integration?

1.       If you want to build it on your own then there is sig­nif­i­cant work involved but I will give you a high level descrip­tion of what to do in my next post.

2.       You can con­tact your account man­ager and pur­chase an Omni­ture Face­book Inte­gra­tion.  Omni­ture Engi­neer­ing Ser­vices already has a Face­book frame­work in place, so we will be able to develop it for you quickly and reliably.

3.       Finally, if you are tech­ni­cal and would like to save a ton of time on devel­op­ment and QA, then you can con­tact your Account Man­ager to pur­chase con­sult­ing hours with Engi­neer­ing Ser­vices and we can save you a lot of headaches when it comes to devel­op­ing the solu­tion on your end.  I sug­gest a min­i­mum of 10 hours.

As always, post your com­ments or e-mail me at pearcea (at) adobe​.com.  It is your com­ments and e-mails that keep me post­ing and give me ideas for future posts.

2 comments
MitchellT
MitchellT

Nice article, thanks - has the second post (alluded to in item 1 above) been written? Link? Is it necessary to setup a new reporting suite, or does this new reporting add on to an existing suite?

Emily Hill
Emily Hill

Hi Pearce-- Is there any ability to track referrers to a Facebook Fan Page through the OMTR Facebook Integration? Specifically, I would like to be able to track click-throughs from banner ads that use a Facebook Page for their destination URL. (Not actual Facebook ads for which Facebook now provides their own beta conversion tracking; but rather ads on other external sites that are directed to a Facebook Fan Page instead of website with SiteCatalyst tracking.) Thoughts? Thanks! Emily