[SMK] Social Media Knowledge


The Highs and Lows of Facebook Analytics

Facebook  Analytics is an invaluable tool for marketers, allowing us to explore users’ interactions with our brands and social pages.

A few months ago, Facebook added a whole list of features that now allows us to track the full interaction path that leads to conversion.

Bells and Whistles

The update includes additions such as omni-channel analytics, allowing you to view users jumping from your Facebook page, to your app and to your website as well as the ability to build custom audiences based on these omni-channels.

Other additions include custom dashboards, insights into who is engaging with or converting from your content and the ability to segment and retarget audiences.

The redesigned Facebook Analytics is one of the most significant updates since the massive algorithm change.

Now let’s look at how to navigate the analytics interface to find the information that matters most to you (there's a whole blog post here).

Data lurking in the shadows?

Three quarters of where the highest value audiences are getting their brand and product information is not visible, trackable, or traceable. This is referred to as Dark Social.

Dark Social is the social sharing that occurs via private digital communication tools – think email, SMS and Messenger.

From a marketing perspective, Dark Social activity is untraceable, often found in one bucket on your Web Analytic platform as “Direct”.

The Implications of being kept in the dark

Being unaware of Dark Social can result in significant repercussions for your agency or brand.

92% of consumers will prioritise a recommendation made by an individual over any other form of advertising communication.

Dark Social is arguably the most valuable traffic source to a brands website, but we are yet to track its value.

Online Circle Digital created a Dark Social methodology based on over 100 unique campaigns and websites, across a broad range of industries.

The full report, methodology and subsequent findings is available for SMK readers here.

Lucio Ribeiro, is a co-founder and lead strategist of Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategies and execution. He is considered a thought leader on digital marketing; authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.

Learn with SMK through June

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

June's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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