Leveraging data from Facebook Applications

Any business minded person will understand the value of data in making informed business decisions. The same understanding is shared by many marketers who wish to learn from their recent campaigns. A study of the relevant data can help them to achieve greater results in the long term.

According to Social Media Today, there is a visible increase in brands using Facebook applications to boost engagement with their customers and reward them for their loyalty. From a consumer’s point of view, it is encouraging to see marketers reacting to their needs, but there are also business goals to meet.  And how do we meet these goals? Through, as you may have guessed, a study of that much-sought data.

Bella Italia’s recent Facebook application, ‘Bella Italia Christmas’, is just one of the many applications we have built on their Facebook Community. “How do you gauge data from applications to make better business decisions?” I hear you say. The answer is ‘Facebook Insights’. The Facebook Insights dashboard is an app administrator’s source for Facebook analytics. Essentially, you can track how users are interacting with your app to build the best user experience.

Facebook Insights includes, amongst other things, feedback for stream stories, referral traffic to your app, demographics on authorised users and active users and a breakdown of which user actions contribute to active user count.

To summarise, in Facebook applications a social action is power. An action is information. Almost every social action performed by social media users adds information to the Facebook Insight database and this data that can then be broken down for marketers to exploit and make better business decisions.

If you would like to talk to the team here at 4Ps Marketing about Facebook Applications, please contact us at [email protected].