Subject areaMetrics and measurement
Also known aspage analytics
Page insights are the statistics a social platform provides to whoever manages a company page.
The name comes from the tool with which Facebook introduced these statistics, and today it refers in general to the data panel of a page on Facebook, Instagram or LinkedIn: reach (how many different people saw the content), impressions (how many times it was shown), interactions, follower growth and the audience profile by age, location and hours of activity.
Insights show which content works and for whom, and so help correct the editorial plan with data instead of personal impressions. They remain platform data, measured by the platform's own rules: to compare different channels, the KPIs (the indicators that measure the goal) are set first, so that a high number loosely tied to the goals does not turn into a vanity metric.
An example
The case below is constructed, because the term does not yet appear in the articles. A machine tool manufacturer reads the insights of its company page and notices that videos of machining in the workshop reach more people than the trade fair announcements, especially among technicians. The following month it shifts the editorial plan towards video and compares the data again.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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