Google launched a couple of new products last week such as the Google Analytics Real Time feature and the stand-out tag for news organizations. Google Analytics Real Time aims to improve how marketers pull the linchpin from their ad campaigns on social networks. Meanwhile, on the other side of the fence, Facebook is revamping their Pages Insights analytics tool. The social network announced a new metric to better assess a brand's page called "People Talking About."
"People Talking About" is just a tentative title to the new Facebook metric. It will enable users to view the Pages below the total number of Likes. Like Google's latest content-enhancing tools, Facebook's metric puts a premium on user-generated content as well, it determines a Facebook page's rating if it has content that has deliberate impact which results into meaningful engagements. While Google thinks like a publisher, Facebook compels marketers and brands to think like publishers which is why the social network urges them to make their pages to carry more quality content to merit more comments and shares from fans.
The People Talking About metric will gauge and measure all user-initiated activity that pertains to a Facebook page. The
areas that the new metric will include are:
- Likes
- Posts (Page's Wall)
- Shares (Deals, Pages, Content)
- Comments
- Mentions (Pages)
- Answers to a Question Posted
- Checking in at a Location
While these areas are considered essential in order to gauge how a brand's page is performing, there's one aspect lacking - sentiment analytics. This suggests that every comment whether positive or negative will count as the same. Sentiment analytics is subjective in nature, hence, it should be handed down to social media mission control centers like Dell’s and Gatorade’s for further assessment rather than depending on Facebook’s analytics tool. The focal point will be the number of Likes and will remain as a top measurement for page performance. But as I wrote in a previous post, attaining your next 1 million fans is passe and that it’s time to feed your fans relevant content which will help sustain a brand’s Facebook page.
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