1. Building Your Business
with Facebook
Intersoc
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2. 2

3. - Introduction
- Creating a Facebook Page for your Business
- Maximizing Your Facebook Page
- Creating a Facebook Group for your Business
- Marketing on Facebook
- Facebook Insights

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Introduction
3 Ways Facebook Will Radically Change Your SME
1. Instant Recognition. Facebook announced the Open Graph API, which will
allow to integrate a variety of Facebook user data into their website – without
requiring users to be logged in to your site. This means that users will instantly
share their Facebook data with your website site simply by visiting. For
example, visitors could simply “like” a petition about an issue before congress
instead of having to fill out a lengthy form.
2. Personalized Recommendations. Facebook has released recommendations
Plugin, which allows you to automatically recommend content on your site
based on what a visitor’s Facebook friends liked.
3. Stronger Communities. Facebook release a Social Toolbar allowing visitors
to your website the ability to meet other people with similar interests, invite
them to be friends, view and comment on their walls and even chat live. This
will make it much easier for you to create a Facebook community space right
on your website. The new Facebook Social Graph open API also means that
developers all over the world will be creating new tools and plugins that you
can integrate in your website – for free.

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Source: http://www.hubspot.com

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Give people the power to share and make
the world more open and connected

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Page or Group?
Facebook provides Pages and Groups. But which one you are going to
use to provide your business?
 Page – If you are a business/organisation/community you can set up
a page and then be promoted through this. Pages are very versatile.
Information and posts are public and generally available to everyone
on Facebook. Anyone can like a Page to become connected with it
and get News Feed updates about it, so whenever you publish a
message on your page everyone connected with it are informed. You
can also install applications on a page, such as Competitions, to help
promote your events in an engaging and fun way.
 Group – This is a way of communicating with a select group of
people in a private or open forum. Generally groups are set up to get
discussions going around particular topics or areas of interest. What
is different about groups is that you have more control over who can
see your posts and also who can join the group.

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9. Creating a Facebook Page for
your Business
Intersoc
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A Facebook page is an essential ingredient in your online marketing
strategy. It lets you interact with your customers in a two-way
conversation as well as allowing you to:
 Track your Fans as they grow
 Send official updates to your Fan base
 View your Page Stats to analyze traffic

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STEPS TO CREATING A FACEBOOK PAGE
Step 1: You must have a Facebook Account before
setting up a page.
Go to Facebook.com to set up your personal account if
you do not already have one.
Log in to your Facebook Account.

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Step 2: Click the link below to ‘Create a New Page’:
http://www.facebook.com/pages/create.php

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 Select appropriate category, typically ‘Local Business
or Place’
 Then fill in your information

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Step 3:
This will bring you to ‘Set up’ page with step by step instructions:

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Step 4: Edit your Page
Click the ‘Add Information About…’ link at left.

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Use a your official Logo or a nice photo, for your Cover Picture to
help brand the page. Click to ‘Add a Cover’ button at right.

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From ‘Admin Panel’ click to ‘Edit page’ button and select ‘Update
Info’ to finish adding important information about your business.
Be sure to ‘Like’ your own page!

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Step 5: Add Interesting Content to Your Page
Timeline
Uploads Photos, Videos and Make your first ‘Welcome’ Post.
a) Photos: Click on the ‘Photo/Video’ link in your Timeline, then choose the way you want to
upload your photos. TIP: Organize photos into albums based on themes, e.g.
Music, Factory, etc. To do this, click on ‘Create photo album’ and upload photos.
b) Videos: Click on the ‘Photo/Video’ link in your Timeline, then add a video.
c) Posts: Click on the ‘Status’ link in your Timeline to enter your first welcome comment.
d) Events/Milestone/Questions: Add upcoming Events, Milestone and Questions

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Creating an Event
As the Event gets closer, you can send out reminder updates.

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Step 6: Invite Friends to Like Your Page

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MANAGING YOUR FACEBOOK PAGE
Here are a few tips for managing your Facebook page:
 Post to your Facebook page on a regular basis, typically at least once a week.
 Make the posts interesting and relevant. Discuss current events, interesting news
items, recent awards, etc.
 Add a link to your website to drive traffic there.
 Upload new photos frequently, or as a weekly post.
 Once your Page achieves 100 Likes, obtain a ‘username’
e.g., ww.facebook.com/MyCompanyName
 Use your Page to promote Specials, Offers, Events, etc.
 Use the ‘Send an Update to Fans’ feature to let your fans know about specials
events or deals, etc.
 Link to your Twitter page
 Encourage your guests to become Fans of your page – this is your target market!
 The default Timeline Settings allow Fans to post Photos, Videos and Links. If you
want to prevent fans from doing so, change the settings in the ‘Manage
Permissions’ section under the Edit Page button.
There is much more you can do with your Facebook page, but this will get you started.

24. Maximizing Your Facebook Page
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25. 25

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3 Easy Steps
1 Start the conversation
2 Expand your fan base
3 Analyze and optimize

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1 Start the conversation
Set your strategy
Your Facebook business Page
really comes to life when you • Know your business
engage your fans, and it’s What is your unique voice? How can you
ABOUT US important to remember that
Berris is a small family business that produces bring your brand story to life in a
unique traditional cookies. many relationships begin compelling, authentic and personal way?
when your posts are
OUR BRAND published to your fans’ News
We offer the very best quality locally sourced • Know your customers
Feeds. Here are some tips for
products and we take great pride in our Who are they? How will they want to
personal relationships with both our getting started:
connect with your brand? What content
customers and our purveyors. We’re really
passionate about great food, and we LOVE to will be important to them and what will
share our discoveries. Our brand voice? engage them?
Warm, genuine and inclusive.
OUR CUSTOMERS • Know your goals
Living in in the north-west of Greece, in the What kind of relationship do you want
region of Epirus, at Ioannina city, men and to have with your customers? In addition
women 18-54, urban, social, love exploring
to building your brand, do you also want
their city and supporting small local
businesses. to use Facebook to drive immediate
sales or in-store traffic? Defining and
OUR GOALS prioritizing your goals will help you
We want to build connections and engage our
customers on our Facebook Page, and inspire
create your Page posting strategy.
them to shop our cookies at least two times
per week.

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Follow best practices for posting We’re an urban grocery store that
serves lots of busy professionals
Find the right rhythm who shop very frequently for
Nobody knows your customers like you food, so it’s ok to post to our fans
do, so decide how often they’ll want to every day with interesting content
hear from you and what content will best about our specials and featured
engage them. menu items.
I check my Facebook Page for five
minutes right before I open each
morning and just after we close. Schedule time for Facebook
That way, I can respond to any Set aside 5-10 minutes each
urgent comments or questions very day to monitor your Page and
quickly. People really appreciate it! post updates.
Keep it human
Be conversational, personal and
authentic. Share video and photos of
your business, your community and
your customers.

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Share news and exclusive
content
Fans love “sneak-peeks” about
new products and news. You
should also post
photos, videos, recipes and
anything else that gets people
talking.
Encourage fan participation
Create fun, engaging conversations with clear
calls-to-action. Ask questions and reward
responses. If someone posts something you
love, repost it and respond personally to them.
Allow your fans to post directly to your wall with
questions, feedback and compliments.

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Reward your fans Handling negative feedback
Post special offers just for your Facebook fans, like When you engage your fans in a genuine dialogue,
discount codes and exclusives on new products. transparency is very important. Remember this is a
Offer a special code and/or create a Facebook conversation, so listen and respond, and address
Check-in Deal that can only be redeemed in your negative feedback honestly and openly.
store.
Tip
Get updates on your page’s activity
Stay connected to your Page with on-site notifications and emails of fan activity. To customize your settings,
visit your page, click the “Edit Page” button in the top right corner, and select “Your Settings” from the left
column menu.
Develop a conversational calendar Begin building your connections
Create a schedule and a regular rhythm - Start with who you know
for your postings and consider posting at Use your existing email lists, direct mail and personal
specific times when engagement is contacts to promote your Page and begin building
highest. You can also create weekly your fan base. Ask your contacts to like your Facebook
features that encourage participation. Page to stay connected to your business for updates.
(See the sample conversational - Leverage your existing marketing
calendars at the end of this guide.) Add a Facebook logo with a call to action on your in-
store signs, newsletters, emails, fliers, menus and
business cards. Install social plug-ins which are
buttons you can place on your website to encourage
interactions and Page likes

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Tip
Keep your Facebook posts fresh too! Download the Facebook app for your smartphone, and update your
business page when you’re away from your computer.

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2 Expand Your Fan Base
Encourage visitors to like your Page
Encourage visitors to like your Page by working with a
Partner with other brands or local
developer to create a special landing page tab.
organizations
Partner with other brands or local
organizations to create co-promotions and
encourage viral sharing with incentives.
Expand the reach of your posts
When you mention a person or organization you are connected
to in a post on Facebook, type the @ symbol, begin typing the
name, and then choose them from the dropdown menu. Your
post will automatically post to their Wall.

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Use social plug-Ins on your website Encourage physical check-ins at your business
Install a Like box on your homepage and a When people check-in at your business, the
link on your newsletters and emails to drive post will appear in their friends’ News Feeds
people to your Facebook Page. and provide additional exposure for your
business.
Promote with ads and Sponsored Stories
Facebook Ads are the best way to build
awareness of your Page and drive new fans.
Sponsored Stories harness the power of
recommendations, and they’re a great way
to spread your content further. Stories are
served to friends of those who have liked
your Page or your content.

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3 Analyze and Optimize
Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key
metrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans and
increase interactions. Download the Facebook Insights Guide for an in-depth look at how to use the free tools
available to you on Facebook.

35. Creating a Facebook Group for
your Business
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When you set up a Facebook Page for your business, you might
want to start your own Group to support that business. Creating
a Group is actually quite simple, and a group contains elements
that are similar to those on a Facebook Page.

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STEPS TO CREATING A FACEBOOK PAGE
Step 1: (Optional) Search for the name of the group
you want to start by entering it in the Search text box
at the top of the page.
You may want to know whether any existing groups or Pages have that same
name. Having a name that’s never been used on Facebook isn’t required, but a
unique name helps you distinguish yourself.

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Step 2: Click the Create Group tab in the navigation
bar on the left.
The Create Group dialog box appears

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Step 3: Select a Group Icon from the drop-down list.
This list appears to the right of Group Name and can help specify the type of
group you have. For example, if you had an animal-related group, you may
want to select the paw print or the dog bone icon.
Step 4: In the Group Name text box, plug in the name
you want to use.
If you did the search for your name and didn’t find any already-existing
groups, enter that name.
Step 5: In the Members text box, start typing a name.
Facebook brings up your friends’ names that match what you enter.

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Step 6: Select the name of the friend you want to invite.
You want the people you enter in this text box to become members of your group.
Step 7: Repeat Steps 5 and 6 for each person you want to
invite.
Your group can have as many members as you want.
Step 8: Select an option from the Privacy drop-down list.
Your group can be Open, Closed, or Hidden.
 Open groups can be found by anyone on Facebook when doing a search. Anyone
can join the group and anyone can see the Wall, discussion board, videos, and
photos in it.
 Closed groups require approval by the group admin to join them. Anyone can see
the basic group description information, but only members can see the
Wall, discussion board, videos, and photos in it.
 Hidden groups can’t be found by using a search or even in member profiles; they
truly are secret. Membership is by invitation only; therefore, only members can
see the Wall, discussion board, videos, and photos in it.

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Step 9: Click the Create button.
Congratulations! You’ve created your first group!
Step 10: Click the Edit Group button on the right side of
the page under View Photos.
The basic information you provided appears on the Edit Group page, but this
time, you can set up a group e-mail address.

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Step 11: Click the Set Up Group Email button.
On the Set Up Group Email dialog box that appears, you can choose a
personalized e-mail address. All group e-mail address end
in@groups.facebook.com. You have only 50 characters to work with, so choose
wisely!

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Step 12: Enter an e-mail address and then click the
Create Email button.
The Basic Information page reappears.
Step 13: Click the Save Changes button to finish.
You’ve created your group, as well as an e-mail address associated with it.

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USEFUL TIPS
Facebook Friends
To attract an initial targeted base of users associated your
group, invite any existing friends that you might have that you
think may find the group interesting. This presents an
opportunity for the group to go viral as these initial friends can
become your champions and start sharing with their friends.
Interesting Content
If you want users to be continually engaged with the group and
share it, you need to be updating it with fresh and exciting
content all the time. Photos of employees at recent conference
or comments about industry news are always a winner.

45. Marketing on Facebook
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Five guiding principles
 Build a strategy that is
social by design
• Social should be baked into
everything you do, not added at
• Facebook should be integrated
with your broader marketing
the end of a campaign or done efforts and part of how you reach
on the side your business objectives
 Create an authentic
brand voice
• People on Facebook are clear and
open about who they are - be the
• Facebook is an ideal place to bring
your brand personality to life
same by providing straightforward through an authentic and
information about your business consistent voice
 Make it interactive • People spend time on Facebook
communicating and sharing with
• Think about the aspects of your
brand that are inherently social
others, so always engage in two- and create content that people will
way conversations be excited to pass along
 Nurture your
relationships
• Just like in the real world, building
relationships with people on
• Keep content fresh and easy to
consume, use ads to stay in
Facebook takes time and requires touch, and reward people for their
a long-term investment loyalty through Deals and
promotions
 Keep learning • Facebook allows you to get
feedback from people in real time,
• Use reporting tools to learn about
your fans and the content and
giving you the ability to iterate on products they find most interesting
the fly

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Facebook by Objective
 Foster product development and innovation
 Generate awareness
 Drive preference and differentiation
 Increase traffic and sales
 Build loyalty and deepen relationships
 Amplify recommendation and word of mouth
 Gain insights

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Foster product development and innovation
Facebook allows you to learn about your target audience and to understand their interests and friends. For
this reason, Facebook can be used to generate new product ideas and innovations. Our platform tools allow
you to build entirely new social product experiences like an online store that displays only your friends’
favorite products, or a car in which you can access your News Feed. You can also enlist your Facebook
community to help crowd-source your next product idea.
5 steps to foster product development and innovation
1 2 3 4 5
Run a creative campaign Drive awareness of and Identify and refine your Build a social product Be present and active
to solicit input for your participation in the target audience with experience by using the on your Facebook
new product campaign by promoting it Campaign Reporting and Graph API and Social Page throughout the
a. Run a contest or event across your marketing Page Insights Plugins product development
to gather input on channels a. Optimize your Facebook a. Enable people to like cycle
Facebook by building an a. Run a Facebook Ads campaigns by testing which individual products and a. Use publishing and
application to gather campaign that includes audiences are more content across the web Facebook Questions to
submissions Sponsored Stories for App responsive to different with the Graph API get feedback, iterate
b. Have the community Used creative b. Use Social Plugins like the and generate future
vote and provide b. Promote the campaign b. Use this information to Activity product and marketing
incentives for in your other marketing direct future marketing Feed, Recommendations, C ideas
participation channels such as efforts omments and Live Stream
TV, email, print or on your to make experiences off of
website Facebook social

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Generate awareness
Once you have created a Facebook Page that allows your unique brand to shine, it is time to generate
awareness of your Page, latest product, or current marketing effort. To do this, you can leverage Facebook’s
tremendous reach and targeting capabilities with Facebook Ads and Sponsored Stories. These products offer
the benefits of earned at the scale and predictability of paid. That’s because they are shown with stories
about friends who have already engaged with your business on Facebook. This is the new word of mouth and
it’s twice as effective at driving awareness.
5 steps to generate awareness
1 2 3 4 5
Create a Facebook Ads Integrate Social Plugins Post interesting content Run Sponsored Stories to Use Facebook’s unique
campaign that encourages and the Graph with clear calls to action promote people’s actions reach and targeting
people to take an action API, such as the Like that encourage interaction from the News Feed to capabilities to optimize
that will be seen by their Button, into your and sharing the right column of their and iterate on your
friends website and mobile a. Applications on Facebook friends’ screen campaigns
a. Keep ad destinations on experiences can be used to build viral a. Sponsored Stories for a. Try different targeting
Facebook a. This allows the awareness campaigns App Used allow you to techniques: Likes and
b. Encourage liking to build actions people take off b. Promote launches or amplify every time Interests, Friends of
connections and make of Facebook to show up promotions with Deals or someone interacts with Connections and
future campaigns more in the News Feed and Events on Facebook your app standard demographic
effective be amplified through b. Sponsored Stories for b. To maximize message
c. Keep text Sponsored Stories Page Posts can be used to recall, test different
simple, highlight special ensure your fans see your creative for each target
offers, tell users what to posts group
expect, have a strong call to

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Drive preference and differentiation
Facebook is a great place to build preference and differentiation for your brand over competitors. On
Facebook, people discover your brand through trusted referrals from their friends. Then drive preference by
interacting with and rewarding your fans. Think of your Facebook Page as a key touch point that you can
leverage to bring your brand to life for your customers in real time.
5 steps to drive preference and differentiation
1
Understand what people
2
Define the gap
3
Launch an integrated brand-
4
Think about how to
5
Check in with your customers
currently think of your between your building campaign to drive integrate Facebook into to understand what is
business and why they current perception preference and your products, website or resonating and whether you
think it is unique and and your brand’s differentiation mobile apps to make them have been successful
relevant desired perception a. Create a campaign that more personal and unique a. Monitor your Wall and use
a. Listen to what people or point of supports your desired a. Use the Graph API to Page Insights to see what’s
are saying about your differentiation perception across your typical enable people to shop based working
business on your Page channels on what their friends like b. Run a Nielsen Brand Effects
and use Questions to (TV, print, radio, Facebook, etc b. Use Social Plugins to study (where available) to ask
survey them .) create a social experience for questions or run polls to
b. Use Page Insights to b. Create Facebook Ads and people engaging with your understand how perceptions
understand what they Sponsored Stories with brand changed post-campaign
are interested in Friends of Connections c. Use Apps on Facebook to c. Use your own brand
targeting to show people how bring your brand to life on tracking measurement tools
their friends have already your Page

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Increase traffic and sales
Facebook turns purchasing into a social decision by enabling people to show what they like and have purchased,
both online and in the physical world. On Facebook, you can create viral promotional events, publicize offers or
run Deals. Every time someone RSVPs, clicks, or checks-in, that action gets shared with all of their friends. This
combination of word of mouth and your ability to deepen engagement with your customers at the point of
purchase (either on your website or in store) is incredibly powerful at driving traffic and sales.
5 steps to increase traffic and sales
1
Decide on a sales goal
2
Run a creative campaign
3
Create a social experience at
4
Drive people to point of
5
Drive people to point of
and the promotional to share that promotion the point of purchase purchase online purchase off-line
activities that will help through Facebook Ads a. Use the Graph API to allow a. Use Facebook Ads with a. Make sure your Page is
you get there and Page publishing people to like specific offers that take people to the connected to a geographic
a. Consider using an products point of purchase – be Place
application or exclusive b. Integrate post purchase transparent that clicking the b. Use Deals and Premium
tab to create a sharing so that once a user has ad will take you off Facebook Event Ads to drive people in
promotion that requires checked out, they have the b. Every time someone likes store
people to like your Page option to publish to their Wall a product on your c. Run Sponsored Stories for
or share the content c. Create Deals to drive people website, boost the story with Place Check-ins to amplify
b. Use Sponsored Stories in store and have them check Sponsored Stories for word of mouth
to ensure the friends of in so the action gets published Domains
someone who interacts back to their friends
with your campaign, see
that action

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Build loyalty and deepen relationships
Facebook is fundamentally about relationships. The people who like your Page are saying that they want a
relationship with you. This connection allows you to build and deepen relationships with your most loyal
customers and allows them to spread the word about your brand to their friends. Because of the information
people share about themselves on Facebook, you can create highly custom and personalized experiences to drive
engagement and loyalty over time.
5 steps to build loyalty and deepen relationships
1 2 3 4 5
Develop an authentic Ask questions, listen and Use the Graph API and Let your fans know they are
Remind people that you
personality and voice be responsive, take part in Social Plugins to create special and reward them for
are on Facebook and there
a. Create a publishing a two-way conversation more personalized and their relationship
to communicate with them
calendar a. Use Facebook Questions relevant online a. Thank them for their
a. Promote your Facebook
b. Post stories that to drive engagement and experiences to build engagement
Page in offline marketing
people care about, ask learn loyalty b. Run Deals and special
collateral
questions and b. Appoint someone on promotions to your Facebook
b. Integrate Facebook into
encourage participation your team to monitor your community
your website with Graph
c. Publish in the early Page daily and interact with c. Provide them with exclusive
API to make sure your
morning or late evening people in an authentic way information, updates, and
customers are part of your
events
Facebook community
c. Use Facebook Ads and
Sponsored Stories to stay
top of mind

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Amplify recommendation and word of mouth
Everything you do on Facebook is viral because all actions are published into the News Feed and are lasting.
People expect to discover things on Facebook through their friends. Rather than thinking of driving
recommendation as an independent objective, sharing should be built into all of your Facebook activities and
campaigns. Here are some of the Facebook tools that help amplify word of mouth and recommendation.
5 steps to amplify recommendation and word of mouth
1 2 3 4 5
Create great content Integrate Social Plugins Use Facebook Ads and Learn and iterate
Encourage people to like
that encourages and the Graph API with Sponsored Stories to a. Use Page Insights to
your Page
sharing and keep it the Like Button on all of create word of mouth determine the content people
a. This opens the
fresh your online properties at scale are most excited about
communication channels
a. Post video content to and at any point of a. These products allow engaging with and sharing
between you and your
stimulate sharing purchase you to show your b. Use Campaign Reporting to
customers
b. Use a publishing a. This creates more brand’s message to your determine what type of
b. It also creates an
calendar that includes opportunities for actions target audience with creative and targeting gives
association between your
exciting product that will be published stories about their you the best results
brand and that individual
announcements and into the News Feed and friends who have
promotions content that can be used already engaged with
c. Be active in two-way in Sponsored Stories your business
conversations

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Gain insights
Facebook allows you to learn about your customers both by observing their actions and by engaging with them
directly. It is a great place to learn who your customers are and what they think about you. Facebook makes it
easy to incorporate your customers into your product development cycle and marketing campaigns and iterate
quickly. You can do all of this in real-time, globally. When used actively, these insights can help improve your
business by helping you stay aligned with the people you serve.
5 steps to gain insights
1 2 3 4 5
Learn from Page Learn from the two-way Learn by integrating Use advanced campaign
Use Campaign Reports for
Insights conversations that occur Facebook login and API metrics
your advertising campaigns
a. See the demographic on your Page with your online a. When you run large
and Sponsored Stories
breakdown of who is a. Watch, listen and measurement tools advertising campaigns, use
a. By testing different
interacting with your respond when you use a. Track individual Nielsen Brand Effects studies
targeting options, you can
Page and what they are Facebook behavior, engagement (where available) to track the
learn more about your
interested in Questions, Apps on and purchasing effectiveness of your
audience
Facebook or publish campaign on brand building
objectives

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Getting Started
To see metrics on your Facebook Page, go to the Insights dashboard
(http://www.facebook.com/insights) or through Admin Panel click Insights.
Only Page admins, application owners, and domain admins can view Insights
data for the properties they own or administer.
On this dashboard, you’ll be able to see basic metrics for all of your Pages:
Likes Interactions
 Monthly Active Users: The number  Daily Post Views: The number of
of people who have interacted with or times people (fans and non-fans) have
viewed your Page or its posts in the last viewed a story posted by your Page
30 days. This includes interactions from during the last complete day for which
fans and nonfans. the data was gathered.
 Daily New Likes: The number of new  Daily Post Feedback: The number of
Likes that your Page received during the likes and comments made on stories
last complete day for which the data posted by your Page during the last
was gathered. complete day for which the data was
gathered.

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Once 30
people like
your
Page, you'll
get access
to insights
about your
activity (!)

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You can review your Insights data through the dashboard, or export it using the ‘Export’ button in the
top right corner.
If you decide to export it, a dialog box will allow you to specify:
 The date range for which you want to see data about your Page;
 Whether you would like to get the data as as an Excel file or as a CSV (comma separated values)
file;
 The type of data you want to see: select “Page level data” for aggregated data about your
Page, and “Post level data” for data on each of your Page posts.
The “Key metrics” tab of the Excel file contains all the high level metrics across time. All other individual
tabs show you a breakdown of these high level metrics. Please note that while the number of
impressions that your Page or posts got is not available in the Page insights dashboard, it is available in
the “Export” file.

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Understand the overall performance of your Page
The four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of
your audience.
Because friends of fans represent a much larger set of consumers than fans alone and are much more likely
than the average consumer to visit a store, website, and even purchase a product or service, you can see not
only how many fans you have (Total Likes) but also how many friends your fans have (Friends of Fans).
Friends of fans represent the total number of people you could potentially reach if all of your fans were
talking about your business to their friends.
The next metric, “People Talking About This”, indicates how many people are actually talking about your
business to their friends. This metric includes everyone who:
 Liked your Page
 Liked, commented on, or shared your Page post
 Answered a Question you’ve asked
 Responded to your event
 Mentioned your Page
 Tagged your Page in a photo
 Checked in or recommended your Place
Getting more people to talk about your business allows you to reach more people. You can see how
many people your Page is reaching by looking at the “Total Reach” metric.
Total Likes and People Talking About This are visible to anyone visiting any Page. As a result, people
who visit your Page can look at these two metrics to understand how popular, active and engaging your
Page is.

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People talking about this:
Friends of fans:
The number of unique
The number of unique
people who have created
people who are friends
a story about your Page in
with your fans, including
the last seven days.
your current fans.
Total reach: The number of unique people
who have seen any content associated
with your Page (including any adverts or
sponsored stories pointing to your Page)
Total likes:
in the last seven days.
The number of
unique people
Total Reach: The number of unique people who have seen any content
who like your
associated with your Page (including any Ads or Sponsored Stories pointing
Page.
to your Page) in the 7 days leading up to each date shown on the chart.
People Talking About This: The
Number of posts: The number of unique people who
size of the bubbles have created a story about your
represents the number Page in the 7 days leading up to
of posts your Page each date shown on the chart.
published each day.

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Optimize how you publish to your audience
Your ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience will
engage and share your content with friends. Now you can use Page Insights to better understand what your audience
wants to hear about. This section of Insights gives you deep analytics on every single one of your Page posts, so that
you can understand at a granular level how many people your post reached, how many people engaged with it, and
how many people talked about it with their friends. The “virility” column will also allow you to compare your different
posts by showing the % of people who talked about your post to their friends after seeing it.
Date: The day this Post: An extract from your Reach: The number of Engaged Users: The number of
post was published, in post. Click on the text to unique people who unique people who have clicked
Pacific Standard Time. see the full version. have seen your post. anywhere on your post.
Talking About This: The number of unique Virility: The number of unique people who have
people who have created a story from your Post. created a story from your Page Post as a
Stories include: percentage of the number of unique people
• Liking, commenting on or sharing your post who’ve seen it.
• Answering a Question
• Responding to an event
Based on this data, you should try to identify which types of posts are most effective at helping you reach your
objectives. Do your fans respond better to videos than pictures? Do they always seem to engage more when you talk
about a specific theme? Do they tend to “like” more when you post a picture and “comment” more when you ask
them a question? And we’ve made it easy for you to see the posts to see which ones generate the most
reach, engaged users or people talking about this. You can sort all posts by clicking on the title of each column.

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Each of the columns of the list of posts gives you a different perspective on the success of your
publishing strategy, depending on your objectives. For example, if you are a movie studio and want to
drive awareness of a new movie, you will mostly focus on “reach” and “engaged users” to understand
how many people your trailer reached and how many watched it. However, if you are an automotive
company asking people about their favorite feature in your latest car, you will likely look at the “People
Talking About This” column to assess success.
By clicking on any data point in this list of posts, you can see more details such as the full text of the post, or the
different types of engagement and stories this post generated.
The Reach graph allows you to understand by which channel (organic, paid or viral) your post reached its audience.
Please note that, since people might have seen your post through several channels, the sum of organic, paid and viral
reach might be larger than your total post reach.
Organic: The number of unique people, fans or nonfans, who
saw this post in their News Feed, Ticker or on your Page.
Paid: The number of unique people who saw this post from a
sponsored product, such as a Page Post Ad or Sponsored Stories.
Viral: The number of unique people who saw this post from a
story published by a friend. These stories can include
liking, commenting or sharing your post, answering a Question
or RSVP-ing to an event.

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The Engaged Users graph allows you to understand the different types of engagements your post generated.
Anyone clicking anywhere on your post is considered an “Engaged User.” The types of engagement you can find
in the pie chart include all the different ways people can consume your post (clicking on a link, viewing a
picture, watching a video...), spread it to friends (by liking it, commenting on it, answering a Question, RSVP-ing
to an event, etc...) or simply click on some other area of your post (“Other Clicks”).
Video plays: The number of times the play button of your video was clicked on.
Photo views: The number of times your photo was viewed in its full size.
Link clicks: The number of time the link included in your post was clicked on.
Other clicks: The number of clicks on your post that are not counted in other
metrics. These clicks can include clicks on people’s names in comments, clicks
on the like count, clicks on the time stamp, etc.
Stories generated: The number of stories that were created from your post.
Stories include liking, commenting on or sharing your post, answering a
Question or RSVP-ing to an event.
The Talking About This graph shows all the different types of stories that your post generated. Please note
that, since People Talking About This are a subset of Engaged Users, this graph offers a more granular
breakdown of the “stories generated” section of the “Engaged Users” pie chart.
Likes: The number of likes on your post.
Shares: The number of times your post was shared.
Comments: The number of comments on your post.
Event RSVPs: The number of times people responded to your event.
Questions answered: The number of times your question was answered.

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Learn more about your audience
Understanding who your audience is and how you’re reaching it is key to optimizing
your Page strategy. This information helps you publish content that people will want to
see, engage with and talk about to their friends. For example, if you discover that the
majority of people who like your Page are men 18 to 24, you might decide to adapt
the content you publish to fit with the interests of these young men.
By clicking on the Fans, Reach, and Talking About This tabs on the left-hand side of
your Page, you can learn more about:
• Who your fans, the people you reached with your messages, and the people who
talk about your Page are
• How you acquired, reached or engaged them
You can specify the date range for which you want to see data by selecting dates from
the date selector at the top of each tab.

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Fans Tab
The Fans tab helps you understand who your fans are and how you acquired them.
Gender and
Age: The
percentage of
people who
liked your
Page for each
age and
gender
bracket as of
the last day of
your selected
date range.
This is based
Countries: The
on the data
number of
people enter
people who liked
in their
your Page as of
profile.
the last day of
your selected
date Languages: The number of people
range, broken who liked your Page as of the last
down by country. day of your selected date range,
This is based on Cities: The number of people who broken down by language. This
the user’s IP liked your Page as of the last day of is based on the user’s default
address. your selected date range, broken language setting.
down by city. This is based on the
user’s IP address.

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New Likes: The total number of unique people who have
liked your Page each day during your selected date
range.
Unlikes: The total number of unique people who have
unliked your Page each day during your selected date
range.
Like Sources: The number of times your Page was liked, broken down by
where the Like happened (on your Page, from News Feed, on your
website, etc.), during your selected date range.
New User Wizzard: People who liked your Page in the New User Facebook Recommendations: People who liked your page from
Wizard when registering for Facebook. Facebook “Recommended Pages”.
Admin Registration: People you added to your Page as admins. Mobile: People who liked your Page from a mobile device.
Admin Registration: People you added to your Page as admins. Third party applications: People who liked your Page via an
Admin invite: People who liked your Page through an invite from application developed by a third party.
an admin. Page Likes Another Page: Pages that have liked your Page.
On Page, News Feed, or Ticker: People who liked your Page on Timeline Edit: People who added your page to their Likes on
the Page itself or in a News Feed or Ticker story. their Timeline.
Ads and Sponsored Stories: People who clicked “Like” in an ad or Page Browser: People who liked your Page using Facebook’s
Sponsored Story pointing to your Page. This does not include Page Browser.
view-through or click-through Likes that occurred after people Like box or Like button: People who liked your Page
viewed your ad. from an external site using a Facebook social plugin.

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Reach tab
The Reach tab helps you understand who the people you are reaching are and how you managed
to reach them.
Gender and Age:
The percentage of
people who saw any
content about your
Page in the last
seven days for each
age and gender
bracket, as of the
last day of your
selected date range.
This is based on the
data people enter in
their profile.
Languages: The number of
people who saw any content
about your Page, in the last
seven days, broken down by
language, as of the last day of
your selected date range. This
Countries: The number of people Cities: The number of people who
is based on the user’s default
who saw any content about your saw any content about your
language setting.
Page in the last seven days, broken Page, in the last seven
down by country, as of the last day days, broken down by city, as of
of your selected date range. This is the last day of your selected date
based on the user’s IP address. range. This is based on the user’s

69. Intersocial 69
Reach graph: This graph shows how many people have seen any content about your Page and whether these
people were reached through an organic, paid or viral channel. People might see your content through more than
one of these channels, so the sum of your organic, paid and viral reach might be larger than your total Page reach.
Organic: The number of unique people, fans or nonfans, who
saw any content about your Page in their News Feed, Ticker or
on your Page.
Paid: The number of unique people who saw an ad or
Sponsored Story that pointed to your Page.
Viral: The number of unique people who saw this post from a
story published by a friend.
Frequency graph: This graph shows the number of people who
have seen content about your Page in the last 7 days, broken down
by the number of times they saw it during that time.
For example, you can see on this graph
that about 5,000,000 people were
exposed to any content about your Page
once, and about 2,000,000 people were
exposed to it twice.

70. Intersocial 70
Page Views: The number of times your
Page was viewed on each day during
your selected date range.
Unique Visitors: The number of unique
people who visited your Page on each
day during your selected date range.
Total Tab Views: The number of times each of your Page tabs were
viewed during your selected date range.
External Referrers: The number of times people arrived on your
Page from a URL that is not part of facebook.com, during your
selected date range.
How to interpret the demographic data across several tabs
While you might see in the Fans tab that your fan base is mostly comprised of women between 35 and 44, you
might realize by looking at the “Talking about this” tab that the people who are talking about your business to
their friends are actually mostly women between 18 and 24.
If your current content is geared towards an older audience, you might consider posting more content that
resonates with a younger audience since these younger women seem more likely to spread the word to friends.
Or if your current content is geared towards younger women, then you might consider posting content that
resonates better with a 35 to 44 years old women audience to get these older women to start talking about you.

71. Intersocial 71
Talking About This tab
The Talking About This tab helps you understand who the people talking about your Page are, and
the types of stories they’re telling friends about your business.
Gender and Age: The percentage of
people who talked about your Page in
the last 7 days for each age and gender
bracket as of the last day of your
selected date range. This is based on
the data people enter in their profile.
Countries: The number of people Languages: The number of people Demographic data for People Talking
who talked about your Page in the who talked about your Page in the last About This is only available when more
last 7 days as of the last day of your 7 days as of the last day of your than 30 people were talking about this
selected date range, broken down selected date range, broken down by Page in the 7 days preceding the last day of
by country. This is based on the language. This is based on the user’s your selected date range.
user’s IP address. default language setting.

72. Intersocial 72
Talking About This: The number of Viral Reach: The number of unique people who
unique people who have created a story saw a story published by a friend about your
about your Page in the last 7 days, for Page in the last 7 days, for each day during your
each day during your selected date range. selected date range.
You can further refine the data shown in both of these graphs by selecting a specific type of
content from the drop-down menu.

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Focus on engaging your audience
The best way to get your audience to engage with your content and share it
with friends is to understand deeply what the people you’re reaching care
about. Page Insights gives you the data you need to gather these consumer
insights.
You should visit Page Insights on a regular basis to track which of your posts
resonated with your audience and generated the most engagement so you
can post more of this type of content.

74. Building Your Business with Facebook Pages
Best Practice Guide Marketing on Facebook
Facebook Page Insights
HubSpot, How to Use Facebook for Business: An Introductory Guide
John Haydon, The Complete Facebook Guide For Small Non- Profits
DMOD Laboratory
Αρχοντικό Βογιάρου
Μπερρής Α.Ε. – Berris S.A.

75. 75

76. Intersoc
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