By: Lawrence Mak, Prod­uct Mar­ket­ing Manager

Today, Con­text Optional and Face­book got seri­ous about social ROI and took some major leaps for­ward in mea­sur­ing the value of social media mar­ket­ing with the announce­ment of Facebook’s Page Insights API and our inte­gra­tion of the API into our Social Mar­ket­ing Suite. We are among the first social mar­ket­ing solu­tions com­pa­nies to inte­grate this Face­book API into our exist­ing robust Page man­age­ment prod­uct, and we’re very excited to offer the enhance­ments to our cus­tomers this week.

These announce­ments are a sig­nal fire to mar­keters: a shift in approach to one’s Face­book pres­ence by tying their Page pres­ence to engage­ment and reach is para­mount. The good news? Con­text Optional’s deep col­lab­o­ra­tion with Face­book and our industry-leading Ana­lyt­ics mod­ule pro­vides the industry’s deep­est view into audi­ence engage­ment and total poten­tial reach and gives our cus­tomers action­able data on improv­ing per­for­mance on Facebook.

Prior to the update, Facebook’s insights were pri­mar­ily focused on Likes and fan growth — acti­vat­ing users to Like a Page so they can con­nect and con­verse. Now, Facebook’s new Page and Post met­rics empha­size story cre­ation and engage­ment. It’s no longer just about growth but who mar­keters reach and how. Mar­keters have deeper insight into what engage­ment looks like and how that affects total reach, through organic, viral and paid chan­nels on Face­book. The new data brings Face­book met­rics more in line with  “tra­di­tional” dig­i­tal mar­ket­ing mea­sure­ments. It’s a sign that Face­book sees itself as a reg­u­lar part of the mar­ket­ing mix, not a stand­alone social strategy.

Our New Ana­lyt­ics Module

We’ve intro­duced two new tabs in our exist­ing Page Stats func­tion — Total Reach and Peo­ple Talk­ing About This. Total Reach will cal­cu­late reach fac­tor and break out organic, viral and paid impres­sions. It also includes a Friends of Fans cal­cu­la­tion to gauge total poten­tial reach. Peo­ple Talk­ing About This will cal­cu­late the num­ber of users who have cre­ated a story by lik­ing, shar­ing, com­ment­ing, link­ing and post­ing and the num­ber of sto­ries cre­ated by them.

Across Page Stats, we over­lay post and ads data so mar­keters can eas­ily see what type of con­tent and what ads affect reach, growth and engage­ment. Mar­keters can then take action by pub­lish­ing sim­i­lar con­tent or tar­get­ing sim­i­lar ads to increase growth and engage­ment performance.

Our exist­ing Post Ana­lyt­ics will be enhanced with the Peo­ple Talk­ing About This met­ric and will also break out the reach fac­tor by organic, viral or paid media.

We’ve also brought in Detailed Like Data to help mar­keters under­stand sources of Likes and Un-likes and fan demo­graph­ics, as well as expanded bench­mark­ing stats to help mar­keters gauge inter­nal per­for­mance against the indus­try and competitors.

All exist­ing Con­text Optional cus­tomer accounts will have the refreshed Ana­lyt­ics Mod­ule imme­di­ately after Facebook’s offi­cial release Tues­day. If you’re inter­ested in learn­ing more about our new Face­book Page Insights API solu­tions, con­tact info@​contextoptional.​com.

Things just got much more excit­ing for us here at Con­text Optional and for mar­keters on Face­book. It’s time to get seri­ous about social ROI and now you can. Stick with us here on the Con­text Optional blog as we con­tinue to share what these changes mean to brands and publishers.

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