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【4時限目】効果測定

Facebookインサイトで「活性度」をチェック!

2011-09-01

Facebookインサイトで「活性度」をチェック!


Facebookインサイトでは、ファンとのコミュニケーションの度合いを「インタラクション」として確認することができます。

ここでは、データの読み取り方と活用のヒントを解説します。


「インタラクション」メニュー


■サマリー

上部に、表示期間中の主要項目の集計値が表示されます。


5.jpg

【投稿表示数】
 ⇒集計対象期間中に、投稿を見られたか(投稿が表示された)の合計数。

【投稿への反応】
 ⇒「いいね!」や、コメントの合計数。


後半の2.jpg

【一日の記事反応数】
 ⇒日別に「いいね!」やコメント数を確認できます。
  購読停止は、ニュースフィードにあなたのFacebookページからの投稿を
  「表示しない」設定をした人の数となります。

【ページによる投稿】
 ⇒個々の投稿が、集計対象期間中に、投稿を見られたか(投稿が表示された)
  の合計数。
  通常、インプレッション数は増加していくので、投稿から時間が経って
  関心度が低くなっている記事への反応率は減少する傾向となります。


記事を投稿した後は、インタラクションがどの程度あったか、必ず確認するようにしましょう。


一般的に写真のインプレッションは高く、次いで、テキスト(文章)。動画やノートの露出は低めです。投稿したコンテンツの形式によるインプレッションの違いもありますが、同じ形式の中で、反応の高い「テーマ」「ビジュアル(見た目)」「言い回し」を把握することで、今後の運営に活かすことができます。

≪豆知識≫インサイトの表示期間について
インサイトの各種データは、Facebook側が集計した後に表示されるので、リアルタイムに数値が取得できるわけではありません。
また、集計(最新情報の表示)までに、数日間、更新がない場合もあります。




Facebookでは、このようなFacebookページの解析機能が、標準で提供されているで、「ファン」や「ファンの動向」を知り、すぐに運用に活かすことができます。
また、平均的なファンの増加率やインプレッション、反応を知ることで、今後の目標値や見通しも立てることができます。
Facebookページ活性化のために "最大限" に利用したい機能です。



大垣 桂 フリー コンサルタント

ソーシャルメディアコンサルタント。リスク管理、個人情報保護資格保有。企業のソーシャルメディア活用を中心としたネットコンテンツ企画や、ガイドライン策定・運用・社内教育等を支援しています。


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