IABC/BC

FACEBOOK
ANALYTICS
3/30/2011 March 2010

A historical and current analysis of Facebook statistics, this

report analyzes Facebook Insight data since the IABC/BC
Facebook page’s inception, as well as specifically for the month
of April 2011.

Produced by Vikram Singh

vikramsinghbc@gmail.com
@wordsandsuch
 IABC/BC FACEBOOK ANALYTICS

IABC/BC FACEBOOK ANALYTICS

MARCH 2010

OVERVIEW
Created in April 2010, the IABC/BC Facebook Page is a central aspect of the organization’s online and social
media presence. In order to effectively gauge strengths, weaknesses, gaps and opportunities in the social
media program, a thorough assessment of the Page’s analytics is required. In this analysis, Facebook Insights,
qualitative observation, and causational analysis are used.
An examination of the historical data of the Page will initially be used to draw conclusions and highlight
trends. Following that, an analytic baseline for the month of March 2011 will be developed to be used for
future comparative purposes. Note that data is only available up until March 28, 2011.

HISTORICAL DATA – GENERAL TRENDS

Data begins at the very end of April 2010 when the IABC/BC Facebook Page was created.

Active Users include individuals who have viewed the page or its posts or interacted with them in some manner.

The surge in active users in May and April 2010 is due to the large amount of people who joined the page
shortly after it was created. A number of photo albums and stories were posted at this time as well.
Since mid – late November 2010, there has been a rise in Facebook Active users. This rise peaked in mid-
February and has dropped slightly since then. This rise coincided with increased IABC postings of all types,
including albums, contests, events and videos. Note that the increase in the amount of users “Liking” the Page
could have contributed, to at least partially, to the increase in page activity.

December through February (but not January) were very good months for the Facebook page as impressions
of posts averaged at about 950 (not pictured). This is up from March 2011, where impressions averaged at
about 700.

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Likes indicate how many people “Like” the IABC/BC Facebook Page

The number of Page “Likes” has increased steadily since the Facebook Page’s creation, rising at about 2-4
per week. However there was a big jump from January 24 to January 25 of this year. This corresponded
with 129 logged in page views and 71 unique page views.
The surge of page views and Likes on January 25 doesn’t seem to be related to any social media activities
IABC conducted, be it on Twitter, Facebook or via the Newsletter. It is likely that an individual posted it on
one of their own Twitter or Facebook pages. If anyone can elucidate the cause of this, it would be
appreciated.

Page Views are the actual hits to the Facebook Page itself, including logged-in fans, non-fans, and even non-
logged in users. Unique Page Views are the number of times unique logged-in Facebook users visited the page.

Spikes in the end of February are, by a large majority, non-unique page views, meaning it was the same
people looking at the page. This was caused by people working a great deal on the page and people
viewing albums, of which several were posted. The January jump corresponds with the January rise in Likes.

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Tab Views and External Referrers refer to tab views (whether logged in or not) and external domains that send
users to the Facebook Page.

An interesting point to note is how many people view the information tab, which isn’t the default tab. Photos
were also viewed quite a lot.

The external referrers are quite straightforward, but it is interesting to note how many people came from
Twitter sources.

Gender and Age indicate the age and sex of people who like the IABC/BC Facebook Page

The majority of users are people who are 25-44, with the weight on the younger half of that group. Nearly
three quarters of people who “Like” the page are women. Demographic data indicates that the majority of
people who like the Page are women who are in the earlier stages of their career.

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Daily Story Feedback refers to “Likes” or comments on News Stories

Consistently, the most feedback, including both Likes and comments appear from photo albums. More spikes
in the past few months are due to an increase in the amount of posts IABC/BC is making. Overall, however,
the rate of feedback is relatively low. While the number of people commenting has increased since the
Page’s inception, the number of comments on each post has not.

Daily Page Activity refers to individuals interacting with the page in ways other than posting on new stories (e.g.
uploading photos, writing on the wall, using the discussion board, mentions, etc.)

There is very little page activity (i.e. activity not related to the news feed – posting pictures, or discussion
board). However, the “wall posts” don’t seem to be calculating correctly, so discount that part of the graph.

CONCLUSIONS

 The successes in terms of interactions, page views, and feedback seem to be resultant from ensuring a
consistent variety of posts are made, including contests, questions, events, notifications, and especially
galleries. Photos from events always get a good deal of interaction and views (people like to see
photos of themselves….).
 Despite a steadily increasing number of “Likes”, the number of page views, and active viewers,
feedback isn’t increasing in parallel (at least not consistently).

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 While the strength of the demographic data certainly can be leveraged (targeting young
professional women), more work needs to be done to attract other groups: men, students, and older
professionals.
 Engender discussions: though the amount of feedback is slightly increasing, it still hovers around 1 post
per news post, and has for quite a while. People pay more attention to posts that have other people
posting on them, so it is important to engender discussion to get people to read posts, as well as post
on them.
 It is curious that the average number of post impressions in March and January were far lower than in
previous months or in February. This needs to be investigated further as the cause is not clear.

BASELINE ANALYTICS
March 2011

March 2011 analytics will be established for purposes of comparing future months’ activities.
For the month of March (up until March 28), the IABC/BC Facebook Page had:

Total News Feed Items Posted

 13

Active Users

 An average of 173 monthly active users

 An average of 35 daily active users

Facebook Page Likes

 7 new Likes for a total of 191 Likes

Page Views

 A total of 94 logged in page views (counting unique per day)

 An average of 3 unique logged in page views per day

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News Feed Impressions (fans and non fans)

 8079 total news feed impressions

 An average of 289 news feed impressions per day

Daily Likes and Comments

 24 total Likes on page content

 9 total comments on page content

Photo Views

 28 total photo views

Other March Notes:

 For a total of 13 posts there was an average of .56% feedback

 The three posts with highest percentage of feedback were:
o The IABC Executive Board Snow Shoeing Trip (1.3%)
o Congratulations to IABC Volunteer of the Year Award and more information about nominating
IABC volunteers (0.92%)
o IABC/BC Volunteer event at Earls (0.74%)
 While the number of post views is actually down from February (very slightly), the amount of
feedback (comments and “Likes) increased (33%).
 There has been 133% more Page Likes than the previous month

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