Facebook Insights updated, new measurements of reach

[admin]

Facebook just made some wholesale changes with big impact. Along with those changes came a new insights dashboard, which although simple, has greatly improved the measurement of reach and engagement.*

The screenshots below show statistics for a domain, with the open graph tags installed, along with like and share buttons (social widgets). As people click on these widgets, interactions are pumped into the users social graph and the reach is rather amazing. Below we see ~100,000 like/share clicks on the web site in a 30 day period, which generated 38 million impressions in peoples walls, streams and feeds. This is a staggering display of how the Facebook Open Graph can be used to extend reach.*





The second interesting development in here is the bottom graph, which illustrates the change Facebook made to the way Like buttons pushed content into peoples feeds around February 24th, essentially their functionality became more like a share button. At that point the green line indicating "Like story clicks" rises from almost nothing to be roughly equivalent with the "share story clicks" line. From this point the total clicks diverges from the "share story clicks" line, representing the increase in total clicks.*
The take home here is that Like buttons are now generating more traffic and the Share button is probably going to disappear pretty quickly.*


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