In an example provided by Facebook using the upcoming movie "The Ides of March," a video clip is embedded underneath messaging indicating that a friend has "Liked" the film. A Facebook spokeswoman said the new premium offering is slightly bigger than typical premium ads because of the added social context and aimed at larger brands looking to become more social on Facebook.
Facebook metrics have long been a subject of frustration for some marketers, and Coca-Cola's head of integrated marketing and communications Wendy Clark told Ad Age in June after she joined Facebook's so-called "client council" of advertisers that she was hoping to see the social network come up with benchmarks around what defines a successful campaign.
The new Insights is designed to let administrators of Facebook fan pages see the total audience their content and ads are reaching, going beyond impressions and "Likes." Four metrics will be presented at the top of the page: Total Likes, which already appears in the existing Insights; Friends of Fans, designed to show the maximum social reach of brands' content; People Talking About This, tracking the number of users who engaged with a page's content in the past week – by liking or commenting on content, posting to a page's wall, or RSVP'ing to an event, for example; and Weekly Total Reach, which shows the total number of Facebook users who have been exposed to both a brand's organically shared content and its paid media.
NIRAJ KR.
PGDM 3RD.SEM
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