Facebook is ever evolving and sometimes this can be to users’ annoyance and frustration. Recent changes to Facebook include the “subscribe” tool, changes to the live feed and a bulkier chat window. It seems that the majority of new updates released by Facebook are not necessarily favoured by personal users, but are useful tools for businesses using Facebook to promote their brand.
One such new feature is the “People talking about this” calculation within fan pages. No longer will Facebook fans be able to judge the popularity of a page purely on the number of “likes” it has achieved, but they will also see whether fellow fans are actually engaged with the page. The tool is even more important for page administrators, as they can now gauge the effectiveness of their page without relying solely on the amount of wall posts and comments by fans.
The “People Talking About This” tool shows how many users have recently interacted with the page. An interaction can be anything from sharing contents with their friends, liking posts, tagging themselves in photographs or viewing event pages. It is worth noting that the tool refreshes daily and bases the total on the past week’s activities. The activities of those who have not yet clicked “like” on the page are also measured.
Not only is the feature visible for fans on the page, but for page owners a whole new set of “insights” have been created which are broken down post by post. This tool is fantastic for seeing how fans really interact with the content within a fan page.
For businesses that outsource the management of their Facebook pages, the “People Talking About This” tool can also be a telling representation of the effectiveness of their Social Media Management Company. A page maintained by Dynamic Search, an Internet marketing Tuscon firm shows clearly that the users they have sourced for the page are engaged. The “like” on the page are close to 3000, with “People Talking About This” close to 5000. This indicates that fans regularly visit and interact with the page and are engaged with the brand. If your page has a high volume of likes with a low talking about figure, it is time to address why this may be. Unfortunately with the “buying likes” culture, some businesses may need to rethink their outsourcers and make the change to a more professional Internet marketing firm.