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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

FB Insights don’t measure quality

Consumed => “How To: Get the Most Out of Facebook Insights for Small Business” by David Hartstein on Mashable.

http://mashable.com/2010/12/27/facebook-insights-small-business/

Left a comment…

Three things I’d like to add:

1) I realize this might be somewhat off topic but I do believe it’s worth mentioning none the less. Once you pass 25 page Likes you can get an actual Facebook user name. With that the URL to your page will become www.FB.com/user-name instead of the long cryptic alpha-numeric URL FB assigns when the page is created. As Admin I believe this setting is currently found under the Mobile settings tab.

2) If Bill isn’t tagging his links as well as using a URL shortener (with analytics) for links posted to his page then some purists would argue—and have plenty of grounds for doing so—that Bill really isn’t marketing. What he’s doing is merely producing random messages via a convenience channel. Bill should be focused on quality and not quantity. Again, this isn’t directed at David’s article as much as it’s a directly related fine point that seems to be worth mentioning.

3) This is a good article, thanks David. However, Bill & Co also need to define how their FB pages fits into their broader marketing strategy *before* he creates his page, let alone looks at his Insights. Scenario 3 should be 1, or even prior, no? And 4 should also take place sooner as well.  I mention this because I do disagree with, “If he sees that a certain subject or type of content seems to cause a spike in people “unliking” his page, he should avoid this content in the future.” Simply put, this isn’t entirely true. Bill’s goal should be to acquire Likers who will either ideally become customers or lead to other customers. Therefore, losing Likers outside Bill’s “target audience” (so to speak) isn’t in and of itself a bad thing, is it? This is, assuming Bill’s isn’t some mass market be everything to all people all the time brand.

Come 2011 can we final bury the old media-esque obsession with quantity and move to more a more contemporary mindset that strives to measurement quality? Please?!? It would also be nice if we moved away from trying to evaluate isolated silos and became more attentive to broader context.

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