If you’re not familiar with Zuum’s new report structure, we’ve launched a series of professional-looking reports that can be downloaded and distributed immediately, or exported to PowerPoint where you can add custom commenting in a matter of minutes. And then distribute via PPT or PDF.
Each report consists of a series of pages, with each page having 4 or more charts along a certain theme. The page themes include Brand Benchmarks, Brand Performance, Content Benchmarks, Content Highlights, and so on.
Today, we’re going to focus on the Brand Benchmarks page — one of the pages in the Facebook Benchmarks report.
Below is an image of this page and the charts we’re explaining in the video at the bottom of the page. This is for the week of August 1 through August 7, 2016. The data is for one of my favorite charities, Special Spectators.
This page on the Benchmark report is the ideal starting point for reviewing your Facebook page’s performance. A 10,000 foot view of how your Facebook page is performing across the major benchmarks: Fan growth, page views, impressions, stories, consumptions and negativity. It features both current period vs previous performance, as well as 13 week historical data.
These charts not only tell how your page is performing, but where to look next in sorting out the reasons for that performance.
Let’s review at each chart.
Chart 1: Brand Benchmarks
This easy-to-read chart has the major Facebook metrics to determine a page’s performance. It shows performance for the current period relative to the previous. You can see why this is the ideal place to start. From here, though, we’re going to want to know more about why things are happening the way they are.
Chart 2: Page Stories by Type, Weekly
Seeing the current vs past period performance of a metric is only the starting point. The next logical question is, Is the current trend expected or an exception? Looking at stories over the last 13 weeks gives you the answer. In the bar charts above, each bar represents a week. And you can see that while the stories in the current week are lower than the previous period, we’re still in a 3 week period of historically exceptional story counts. Thus our current story count, despite being down from the previous period, is still up overall. By quite a bit. See how this fills in the picture on the current vs previous period evaluation?
You can also see that while overall stories are down, “other” stories (content engagements) are down only slightly. And page posts are up over the previous period. The reason stories is down is primarily due to a drop in page likes, or new fans. In just two charts, we’re bringing new clarity to why several page performance metrics are changing the way they are.
Chart 3: Page Impressions by Type, Weekly
Impressions are interesting to compare to engagement metrics, like stories, as there should be a relationship between them. The more people see your page (impressions), the more they should engage with it (stories). In the current period, we see page impressions are up from the previous period, while page stories are down. On the surface, that could imply that the content driving stories wasn’t as good the current week.
However, when we look at the dimension metrics within both page impressions and page stories, we see that for stories, the drop is due to fewer new fans. Each new fan page like creates a story. Looking at page impressions this period vs previous, two interesting trends come out. A significant increase in paid impressions for the current period, and a drop in viral impressions from the previous period. So while it’s not good to draw broad conclusions with too little data, something to keep an eye on is if the viral impressions are driving fan growth. Based on the past two weeks, it would seem that viral impressions is better at generating fans than paid impressions.
Chart 4: New Fans by Source, Weekly
As fan growth seems to be playing a factor in our current trending, this chart is the perfect next view. It shows where new fans are coming from. And there are a lot of sources. The Facebook Graph API Documentation states 28 possible sources for new fans. And we can see that the current week saw a significant drop in fans from two primary sources. Like stories and sponsored stories. So it’s notable that while paid impressions increased during the current period, new fans as a result of paid for stories actually declined. The implication being that the content sponsored the current period wasn’t as effective at generating stories as the content the previous period.
As you can see, there’s quite a bit of insight you can gather from just a few charts. And this is one page from one report. We also have 2 other Facebook reports. And reports for other networks as well.
If you’d like to check out this report for yourself, we have a free version available. Just login with Facebook at zuumsocial.com/free and you’ll be looking at charts for your page in a few seconds.
And here’s a video covering the same charts we’ve just reviewed.