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Summary:

If there’s one thing websites love, it’s analytical tools that show who comes to their site and what they do when they get there. Now they can get that from Facebook too, thanks to some new tools based on the network’s “like” buttons and comments.

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If there’s one thing websites and publishers can’t get enough of, it’s analytics — data-mining tools like Google Analytics and real-time snapshots of activity like Chartbeat, which show who comes to a site and when, where they come from, and what they do when they get there. Now websites can get that kind of info from Facebook too, thanks to some new analytical tools the social network launched today, which give publishers insights via Facebook’s plugins — including the ubiquitous “like” button. As social media starts to drive more and more traffic to websites, such tools are becoming even more important.

Facebook has had analytics for its own pages for some time, which show “fan” page administrators how users are interacting with the pages, whether they are sharing content, etc. — along with particulars about their age, sex and any other demographic info they have chosen to share through the network. And since it launched its social plugins last year, the network has provided some data about how users are responding to “like” buttons, etc. But the new features it launched Tuesday provide a lot more information, and real-time data, about that activity. The analytics include:

  • Like button analytics. Facebook provides anonymized data to show sites the number of times people saw “like” buttons on their pages (known as “impressions”), how many times they clicked on them, as well as how many times people saw those buttons on Facebook and clicked through to the site.
  • Comment analytics. Sites can see the number of times people saw the comment plugins Facebook recently launched, how many times they actually posted a comment, and how many times they clicked through from a comment that was cross-posted from the site to Facebook.
  • Demographic analytics. Just as it does with Facebook pages, the social network can show websites aggregated demographic data about the visitors to their pages who logged in with their Facebook profile.
  • Organic sharing analytics. Even if a site doesn’t use the Facebook open-graph social plugins, the site’s new analytics offer data on how often content from a site is shared on the network, either by someone pasting a URL or sharing in some other way.

Although many websites and publishers have concerns about integrating themselves so tightly with Facebook, in part because of the control that gives the giant social network (and in some cases, concern about the impact on users’ privacy), there is no question that this kind of data analysis is going to be very appealing to a lot of sites — particularly the ones using Facebook’s social tools to expand their reach, and looking for evidence that this strategy is working. They can see exactly which content is getting engagement and when.

Already, some sites, such as Talking Points Memo, have started to notice that Facebook is generating a growing amount of their traffic. (The Nieman Journalism Lab is asking other sites to submit data about where their traffic comes from, so it can track those patterns.) And the implementation of Facebook comments is likely to drive those numbers higher for many, although there are concerns about that as well.

One risk for publishers, however, is that they start to focus only on users who login via Facebook and spend less time paying attention to visitors who don’t. And the ultimate extension of that kind of thinking, of course, is to give up on your website altogether and just use a Facebook page, as the hyper-local community site Rockville Central recently did — something the social network is no doubt happy to facilitate.

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Post and thumbnail courtesy of Flickr user Retinafunk

  1. This article just gave me insight as to why Facebook is going to be an unstoppable advertising platform. They have data that Google can only dream of – real photos, real name, real addresses and cell phone numbers. They are going to be a marketing machine!! Great write up my friend.

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  2. Facebook is Google’s worst nightmare. They have data and analytics tied to people’s real phone number, real picture, real friends, comments – everything. They really are going to be an advertiser’s dream, but a privacy concern for everyone. Google had the issue of privacy concerns with their “generalized” data, imagine what FB will have to deal with. I know we won’t be installing Facebook plug-ins on our sites just to get more accurate data.

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  3. Is being popular the name of the game for Facebook? Is that how cheap they would like their users to be? No wonder they kept on increasing users, yeah, people keep on making accounts and friend them over to their main account.

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  4. Facebook as all the markings of a new, even more omni-potent Google. Facebook is insanely good at inventing lots of new things that are A) so useful that everyone wants to use them and B) at the same time give Facebook more data and even more power.

    The Facebook login is the best example – of course I want to use it to post comments on all sites – it’s automatic, I avoid the CRAPPY login methods of the various sites, I don’t need to maintain 200 accounts and passwords on 200 sites – I can do all in one, with my FB account. As long as nobody cross-posts on my FB page, this is great for me, the user. It’s also great for the sites, as people are more likely to engage. And, of course, it’s great for FB, which gets one step closer to taking over the internet.

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    1. “I love using The One True Identity of Facebook for all my stuff on the Internets!” said the guy who only used his first name to post his comment… or is it a “him”? I can’t be sure, he didn’t give us information to personally identify and match to this comment.

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  5. FB is the perfect way to promote you product and services to exact target niche.Let say ,FaceBook ads…you can create your ad campaign as per demographics.Not seen any advertising option giving so many filter parameters.

    Google gives estimates,on other hand,FB provides exact data.

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  6. These are great tools. Thanks for the article.

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  7. I have been trying to get on facebook for last 3 months & It will not let me. My exwife famiy have money & thr Mormrns broke us up to take her for her famly money. The main office crickrt laugh at you for help on facebook now I know what happen just be ware that can & did happen to me my family what that look out for large groups of persons that can use your personal information for there interests

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  8. Very interesting article. I’m amazing the way Facebook’s Open Graph is changing the web and how consumers interact. I am excited to see where this takes us down the road as we are on the cusp of something very powerful and large right now. I “Like” it!

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  9. Google is going to give the social networking thing a shot – check out Google Circles. Also, the social avenue that Google is going to try and nab is the business social network. Imagine all the benefits of LinkedIn with an IM and all the document sharing and creation tools Google has.

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