6.3 : Accessing data from Facebook
Dr. Gordon Fletcher, Senior Lecturer, Salford Business School, UK
In contrast to Google Analytics, Facebook is about your community and it’s about people engaging with your content and about engaging with each other.
Facebook allows you to see the demographic information of your buyer persona on that particular network
What this means is that when you’re looking at the data from Facebook, you’re seeing the emergence (or otherwise) of your community, of the community of buyer personas that’s being developed and has been built around your content and around those engagements that you’re encouraging and you’re developing through the different social media networks.
Facebook is only a part of that, of course, but the analytics that you’re seeing, demographic information for example, is providing you with a guide and, hopefully, reassurance around the demographics you believe your buyer persona possesses.
Clearly, the feedback that you can take from Facebook is confirmation or otherwise of that demographic but also confirmation or otherwise of whether the content and the engagements that you’re encouraging are suitable for that buyer persona. This is where the feedback loop occurs and you actually can take corrective actions around your activity to build and improve your community. The community that is developing will encourage and push you in that direction, not just through their comments and feedback but through what they do and reveal via the Facebook analytics that you can see. This means that in terms of Facebook, you can react and respond quickly to differences, changes in the community, and feedback from the community that encourages you to help build that community to be stronger and be a stronger brand advocate for you.
Colin Telford, Managing Partner, The Candidate Ltd, UK
In terms of Facebook statistics, we use it a little bit. We look and see what reach some of our messages actually have out there but it’s not the most responsive in terms of our sector and our industry but that might differ elsewhere.
The Candidate Ltd finds the ‘reach of messages on Facebook’ data a useful insight for their sector but it is not the most responsive
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
We are using Facebook Insights, where you can find a lot of information about demographics and interest for your fans, but also we are using custom analytics, actually combining Facebook with Google Analytics in order to see how people coming from Facebook perform into our website.
Facebook Insights can be used in combination with Google Analytics to understand the customer journey to the website
Kristina Chokoeva, Marketing Director, DINO, Bulgaria
Numerous times I have heard customers in our stores asking about specific products that were posted on our page and they came to purchase them.
Facebook Measurement Basics
A Beginner’s Guide to Facebook Insights
Hackett, CA, Fletcher, G and Heinze, A 2013, Social Media Monitoring visualisation: What do we have to look for? , in: 18th UKAIS Annual Conference, 19-20 March 2013, Worcester College, Oxford, UK.
Advanced Facebook analytics
Data Warehousing and Analytics Infrastructure at Facebook (Technical details)
For chapter 6 relations sections, follow:
6.0 The importance of ongoing monitoring and learning from your engagement
6.1 Understanding of Social Capital and its importance case study
6.2 Accessing data in Google Analytics
6.4 Accessing data from Twitter
6.5 Using spreadsheets to analyse and populate reports
6.6 Learning from digital results
6.7 PPC report