Real time analytics data brings new edge to Facebook marketing
Philip Ellison 26 November, 2012 at 03:11
It is a frustrating fact for digital marketers that timing your posts on social media is far from being an exact science. However, new tools are being constantly developed to turn the dream of precise timing (with the ultimate aim of optimising engagement) into a reality. And it appears that Facebook is closer than ever, with PageLever Now, the new visualisation instrument from analytics platform PageLever. This new tool offers analytics data in real time – a huge step forward for page managers.
Historically, these kinds of analytics have only been available retrospectively, or as raw data; PageLever Now provides user-friendly charts which tell you exactly what posts are performing best at that specific moment in time. This will allow marketers to monitor the daily highs and lows in engagement, in order to pinpoint exactly when their content receives the most Shares, Comments and Likes. This information, in turn, will enable them to conceive and implement much more targeted campaigns. In addition to providing valuable insight into the best time of day to post, PageLever Now also offers post scheduling functionality.
This new innovation couldn’t have come at a better time for Facebook – according to a recent report by Recommend.ly, approximately 70% of Facebook pages do not post actively. 64% do not even have a cover photo (indicating that page managers haven’t been paying attention since before the introduction of Timeline at the start of the year), 83% do not participate in conversations on their page, and posting is generally down in every page category except “Local Business”.
It seems that PageLever Now might just be the much needed wake-up call that these lax page managers need, not to mention the all in one tool that so many are already keen to get their hands on. Jeff Widman, co-founder of PageLeve, has cited popular demand as the driving force behind PageLever Now, stating that customers “wanted a single tool that combined analytics with page management so they could immediately act on the data. Our goal with PageLever Now was to create a tool for social marketers that puts everything at their fingertips — publish posts, respond to fan comments, real-time analytics for making data-driven decisions.”
PageLever Now aims to equip page managers with a clear and simple approach to utilising the analytics data they receive; essentially, the more response a particular piece of content is received, the more marketers can do to help it reach an even wider audience. If, for example, an image gains traction, then it can be turned into a Promoted Post then and there, to capitalise on its popularity in the moment. PageLever Now enables this decision making by displaying data intuitively, ranking content by level or engagement, as opposed to in chronological order. Posts that have been active recently float to the top of the list, and new Comments and Shares are highlighted instantaneously.
Simultaneous page management is also supported by the tool, and new activity alerts mean that marketers will never miss what’s going on with their other pages while focusing on a single campaign. Another perk of PageLever Now is that it facilitates engagement in wider conversations on Facebook, as page managers can search for mentions of their page in public posts across the entire network – an invaluable function in sourcing client feedback and testing the waters of brand perception.