Facebook is in the process of launching a new feature called in-line insights to its Facebook fan pages. The feature allows for an at-a-glance analysis of every post an administrator creates on their page.
The analysis is divided into two categories: impressions and feedback statistics. Impressions is the number of page impressions that a post has received, but it is is not the number of times the post has been read. A page impression is calculated every time someone views the page containing the post. [it is also known as a page view.] With Facebook, an impression is added as a result of someone directly clicking on the page, the post appearing in someone's news feed, or a result of a shared post between people.
Feedback is the number of people who have taken action on the post, with either a "Like" or a comment, expressed as the percentage of the number of feedback compared to impressions.
So how can PR professionals use this information?
They can see what kind of posts really engage their audience, and what is the most effective time to post. Professionals can monitor the number of impressions they receive in the first hour and compare it to the number of impressions when a post is posted at a different time. Also, they can see what kind of content works best for their readers by seeing if people comment more on articles, videos, or photos. Practitioners have the opportunity to experiment and evaluate content, which could help improve future content on the page.
~Olga Ball
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