There are several articles circulating about the new version of Insights that provide an overview for the new numbers. However, I have yet to see comprehensive details regarding what items compose the metrics.

If you are looking for more insight into each of the Insights stats and their meaning, please continue reading below.

There are 3 areas Facebook has made some significant introductions:

1. People Talking About This – Facebook defines this as the number of stories created about your Page. That’s great and I grasped that from the overview but what actions produce stories? And within those stories, how does Facebook break them out? We conducted some testing to figure it out for you.
• Like a Page = fan
• Post on the Page wall = user post
• Like a post = user post
• Comment on a post = page post
• Share a post = user post
• Answer a question = question
• RSVP to a Page’s event = we have reached out to Facebook for comment
• Mention the Page in a post = mention
• Tag the Page in a photo = mention
• Check-in at a place = Check-in
• Share a Check-in deal = we have reached out to Facebook for comment
• Like a Check-in deal = we have reached out to Facebook for comment
• Write a recommendation = we do not believe this is available but have reached out to Facebook to comment

1. Link Clicks – The flip side of engagement and generating stories is clicking on links.
• Click on Page name = other
• Click on link in the “Status” portion of message = other
• Click on link in the “Link” portion of message = link
• Click on time stamp = other
• Click on app name = we have reached out to Facebook for comment
• Click on number of Likes = other
• Click on number of shares = we have reached out to Facebook for comment
• Clicking on externally hosted video = link

1. Photo & Video Views – This has been around for a while but what most people don’t know is that it’s calculated based on the photos and videos hosted by Facebook only. If you have a video hosted by YouTube, Viddler, Vimeo and others, it will not be counted under video plays. Non-Facebook hosted videos will actually be counted as a ‘Link Click’ instead of a video play.

As you can see, there are slight nuances to some of these stats that may not apparent even after using them. I hope this gives you additional insight into how your activity is performing and exactly what it means.

Internet Search Engine Database (ISEdb)
January 16th, 2012

http://isedb.com/20120116-16237.php

80% of Americans use a social network site, and they spend more time on Facebook than any other United States based website. Businesses of all sizes and across all industries have wholeheartedly embraced the social media phenomenon. More than 70% of businesses polled reported website traffic increases once they implement a social media marketing plan. 60% of businesses saw improved search rankings.

What does social media’s popularity mean for your business? You understand the importance of recruiting new customers via social media. Moreover, your social media strategies must target certain groups in order for your plan to be successful. The question for your business is how you manage all of your social media accounts. You want to streamline, consolidate, and analyze your social media marketing plan in the most efficient way possible. Online businesses have originated over the past five years to do just that. These businesses give you 5 tools to help you manage and grow your social media effort online.

…

MESSAGE MAKER
How would your business like simultaneously spreading your message across a large number of online social interaction points? Message Maker has developed a proprietary application called MessageMaker Social to accomplish such a social media marketing task.

Using MessageMaker Social, your business can publish and manage content across a wide spectrum of online social interaction points. You maintain brand consistency, maximize social engagement opportunities, and generate information that your business can immediately react on. MessageMaker Social eliminates the “one Facebook fits all” mindset, and replaces it with an application that manages disparate social media initiatives across a vast array of pages and accounts. Control the flow of information and protect the integrity of your brand!

…

Social media management means consolidating your marketing efforts under one technological hood. The importance of consolidation simply measures in saved time and money. Your business has multiple tools to enhance the effectiveness of your social media marketing campaign. As we move forward, you can expect even more innovations to occur in this dynamic field.

Altimeter Group recently released a report, ‘A Strategy for Managing Social Media Proliferation,’ that has some valuable insights into how companies need to prepare for and manage social media proliferation. They surveyed buyers–144 enterprise-class corporations and over 25 social media management vendors and service providers.

One to One’s MessageMaker solution is featured and received the highest ranking, Strong Capability, in the Tailored Service and Support category and so we thought we would share our top three takeaways from this report:

#1. Technology alone is not enough and social media management tools and solutions will ultimately fail unless—brands set clear goals and social business strategies. Even with a high adoption rate of social media most do not have a clear strategy and “…an average of just 43% said they had a formalized strategy roadmap that addresses how social will meet specific business goals.”

Does your social media management solution come with strategic counsel, expert services and the ability to provide truly customized solutions? One to One has seen the pitfalls when engaging with clients who are not sure where or how to integrate social with their business objectives. We start by utilizing customer intelligence and then map to customer acquisition, CRM and sales goals before helping clients engage the social customer through activation, cultivation and a broad digital presence.

#2. The rapid proliferation of social media accounts will cause chaos if not managed properly—Altimeter found that global corporations have an average of 178 discrete social media accounts. Think about this for a moment. How many locations and separate product lines do you have and what rogue or inactive accounts are out there taking up valuable space where your official brand should be? It is not too hard to reach 100 accounts quickly and that does not include employee social accounts.

Does your solution have the capabilities to manage and monitor hundreds to thousands of accounts and provide meaningful perspectives? Looking at each social account throughout a company can create an array of myopic, unrelated views. To get a true, clear picture of your company’s social presence, you need to be able to take a broad, honest view to understand the ‘chaos’ and be able to shift to narrower, focused views as needed. A social media management solution with this flexibility will reveal general trends and engagement across the company while allowing brands to delve into pockets of success or failure.

One to One has been working on the forefront of social media management and helping clients with the challenge of keeping thousands of social accounts consistent, compliant and relevant.

#3. Global enterprises and regulated companies require customization and intensive support—Altimeter aptly points out that one size rarely fits and customization is required in nearly every deployment. Our experience proves this and it doesn’t matter whether you are a multinational corporation, in a regulated industry or a national franchise, every company has unique needs and requirements in managing their social ecosystem.

Can your solution provide customized reporting and a large support team? This comes with a manual, right? Enterprise-class companies need enterprise-wide support and a social strategy that integrates with their larger digital strategy. Employee (and management) training, customized analytics dashboards, unique apps, tabs and other requirements for the full brand experience on social networks are all part of the tailored services and support brands should consider when developing their social media management strategy.

One to One provides customized solutions, including content strategies that work across the entire digital spectrum and can integrate with business intelligence, CRM systems and social monitoring, among other sales and marketing efforts.

In conclusion: It’s important to remember that to deploy your social business strategy properly it should become a working part of your overall digital presence. Plug-and-play social media management tools do not ensure your social marketing will work side-by-side with your overall brand marketing and other initiatives (website, mobile, search, etc.).

A holistic view of your entire digital ecosystem and a partner who can help activate and acquire the social customer is essential.

Media Post
July 28th, 2011

http://www.mediapost.com/publications/article/154932/one-to-one-connect-manages-social-content-for-mark.html

Social media management systems continue to rise in the ranks of must-have platforms to support and manage disparate social campaigns. Boston-based One to One Connect has launched MessageMaker Social to assist marketers in publishing, managing and measuring local and targeted content to fans and followers across a variety of social networks, such as Facebook, Twitter and LinkedIn.

MessageMaker has similar traits to a content management system, such as the ability to manage content, publish and analyze its performance. But rather than publish to Web sites, it publishes to thousands of social accounts across numerous networks.

It more closely resembles a platform with the ability to message and target content to defined interest groups — similar to email — whereas a CMS typically does not have that type of targeting feature, explains Steve Spencer, senior vice president of strategic technologies at One to One.

On the back end, One to One supports integration with the social networks. Data collection continually occurs through APIs. Spencer said that integration will increase in importance, as many of its products and features for both mobile and computer will be built on APIs.

“Today, this is done by gathering metrics specific to the accounts we manage,” Spencer said. “Page metrics, DMs, @s and more are pulled into various reporting formats, as well as analyzed for key phrase data.”

One to One competes with Hearsay Social, Socialware and Expion, as well as Buddy Media, which manages social content from Facebook — not Twitter, LinkedIn and others. The company plans to push its way in to offer additional reporting features and services to help marketers leverage social media.

MessageMaker Social aids marketers in growing the number of Facebook Fans and Twitter followers while increasing engagement with targeted content through social triggers based on geographic, sales or product interest. The company also suggests that it helps to ensure brand compliance and consistency across all company Web site pages and accounts, while personalizing and serving up dynamic content.

Reporting and analytics features provide greater insight into customer and employee activities and provide visibility across all social media channels, helping to make the most of content, campaigns and connections.

Web Strategist
March 19th, 2010

http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/

Pain: Social Media Teams Are Challenged To Respond To the Distributed Conversations
I’m starting to get a few briefings and requests from strategists LaSandra Brill, about new technologies that enable social marketers to quickly manage, maintain, and conduct reporting on multiple channels. The issue of lack of scale is resonating with social strategists –as a result, the market is developing new tools that will help them manage them. This is one component of Social CRM, which if you haven’t heard about, please read the report on the 18 use cases of Social CRM. (Update: This is only one software segment in the overall Social Business Stack, which you should first understand)

Solution: As a Result, Social Media Management Systems are Emerging
Like CMS and WMS for centralized website management, Social Media Management Systems (SMMS) empower social media teams to manage multiple distributed social channels from one location –enabling the opportunity to build deeper relationships by being in more places at once.

Definition: Social Media Management Systems are collection of procedures used to manage work flow in a disparate social media environment. These procedures can be manual or computer-based and enable the manager to listen, aggregate, publish, and manage multiple social media channels from one tool.

How it works: Three simple features In the most basic sense, these management tools do the following: 1) connect with social media channels like Facebook, Twitter, LinkedIn. 2) Allow the manager to quickly publish from one location to each of those channels, some provide ability to customize to each channel 3) Aggregate and Manage social data. The system allows the manager to see an aggregated view of what’s happening (from views to comments) and may offer some form of analytics and conversion metrics…

List of Social Media Management Systems (SMMS)
Sorted by alphabetized order by parent company, not in priority or capability.

…

15. MessageMaker: A social media management system (SMMS) that lets you publish and manage targeted content across a large number of social interaction points while generating actionable intelligence.List of Social Media Management Systems (SMMS)

New dashboard enables marketers to assess social marketing programs at a glance and manage them from a single, easy-to-use interface 

BOSTON –November 1, 2011—One to One Global, an interactive marketing and social technology firm, today announced several significant updates to MessageMaker Social, a SaaS platform that enables companies to publish, manage and measure highly segmented, localized and targeted content across social networks.

“Social continues to be a rapidly evolving marketplace.  We have made, with valuable feedback from our end-users, several timely updates to the MessageMaker Social platform,” said Chris Heitmann, CMO of One to One Global. “Clients can now easily drive engagement and increase sales conversion from dormant Pages and also manage and monitor social communications from a single dashboard.”

Key platform updates include the following:

• Expanded Dashboard: The new dashboard is simple, efficient and more informative.  It provides marketers with increased analytics and performance metrics as well as one click access to the most commonly used features—approvals, keyphrase alerts, to-do lists and messages.

Figure 1:  MessageMaker Social Dashboard

• Custom Content Streams:  A common challenge for marketers has been to encourage more publishing and engagement on sales reps’ Pages. MessageMaker Social’s new subscribable content feed helps sales reps publish relevant content, sell more effectively as well as drive SEO

• Enhanced Language Support: Language support for messaging has been added for the top 23 languages on the Internet, including Chinese, Japanese, Spanish, Arabic and German.

For additional information please visit www.messagemaker.com or follow us on Twitter @msgmkrsocial.

About MessageMaker Social/One to One Global

MessageMaker Social is a web-based social media management system (SMMS) used by Fortune 1000 clients in the financial services, consumer and direct marketing industries.  MessageMaker Social was developed by One to One Global, an interactive marketing and social technology firm, with offices in Boston, London, and Singapore. Founded in 1997, the firm has worked with companies such as UPS, SunTrust, Comcast and Gap Inc.—strengthening brand relationships by delivering measurable content and messages across a broad spectrum of permission marketing channels including Web, social, email, mobile and apps. For more information please visit www.onetooneglobal.com or follow us on Twitter @onetooneglobal.

Media Contact:
Martha Keeley
mkeeley@onetooneinteractive.com
m. 978.356.4208

###

MessageMaker Social is a registered trademark of One to One Global, Inc.

After attending f8 2011 in San Francisco, I am excited about the impending changes in Facebook and the News Feed is just the tip of the iceberg.

There is one change, however, that was overshadowed by the Timeline and Custom Open Graph announcements and that is the introduction of Graph Rank. Graph Rank will help determine how, when and where individuals see your content and actions.

Since the conference, I have read a handful of articles that do not address the “why” of Graph Rank’s existence, with one article stating that Graph Rank will replace EdgeRank. This could not be further from the truth. After talking to”Boz” (Andrew Bosworth, director of product) along with members of Facebook’s development team, it became apparent that Graph Rank will be the more transparent side of EdgeRank. Graph Rank makes a set of information available that represents how your community and Facebook perceive your content. This translates into reputation and ultimately affects how visible your brand messages become. If you think this sounds a bit like the sender reputations that occurred in the email world, then you’re spot on. To be clear, Graph Rank is a subset of EdgeRank and will allow Facebook as well as marketers to gather social signals. What are social signals, you ask? They are the ways people interact with your brand’s activity. A “Like” is a positive signal while reporting content as spam or hiding it from a News Feed is a negative signal. There are many other examples yet Facebook will not share exactly how they decide which activities to show nor what causes these rankings to improve or decline. The good news is that Graph Rank is going to be be composed of several quantifiable metrics. It will help determine how well your content is received by the community and what signals to keep an eye on. By following your Graph Rank, expect to receive more insight into what activities your community craves and what turns them off.

The result for your brand is increased relevancy and engagement from the people you want to interact with most.

Each year in sports, franchises add a new talented player in hopes of getting their team to the championship. But, throughout the season for whatever reason, the players do not find their chemistry and the fragmented team of individuals bring home major disappointment in lieu of a trophy.  As we’ve all witnessed, a championship team will defeat a team of champions.

In the social world, a segmented marketing strategy works like a championship team. The corporate parent page (a.k.a. team captain) leads the global strategy, while the child pages (a.k.a. supporting players) are the workhorses that foster smaller and more engaged online communities tailored towards specific elements of the brand. This social ecosystem (a.k.a. a championship team) leads to an overall winning brand experience for the customer.

However, this strategy can work against a brand if the social ecosystem has no structure. “In a fragmented environment, Facebook Pages, Twitter accounts, YouTube channels, etc. are managed differently, by different groups, with little or no cohesiveness or synergy… Customers should feel as if they are under the brand umbrella at all times, where they can easily browse for topics and products that meet their needs.”

To avoid this, large brands should drive unity between their multiple social pages and accounts (a.k.a. the entire team should be working from the same playbook). Messages on the parent page should speak at a high level to the masses. Meanwhile, child pages should develop a localized content strategy, representing the culture and interests of the smaller, targeted communities while still advancing the global objectives.

As an example, Adobe provides a content strategy to showcase their entire suite with individual Facebook pages and respective posts around product education as well as creative inspiration. They’ve segmented their pages by product, demographic and interest group:

• By Product
  Each product page provides educational content around uses of the product. Photoshop followers receive videos on how to experiment with photo filters. Dreamweaver talks about HTML5 semantics and CSS techniques.
• By Demographic
  Adobe publishes content in different languages, segmenting by regions. They speak in languages their diverse followers can understand, encouraging increased responses since the posts are based on localized content and more relevant to their cultural environment.
• By Interest Group
  Similar to region, Adobe also has a content strategy for their Youth Voices Foundation as well as Adobe Students. Each page provides a different set of content. The student’s wall promotes contests and educational links, while the foundation wall is filled with inspirational and organizational news.

Adobe’s global page links directly to the smaller Adobe communities. However, each page still speaks to the overall brand and this united approach creates the brand social ecosystem, delivering a highly targeted and positive experience for customers. A segmented Facebook approach builds a championship social strategy.

“Coming together is a beginning. Keeping together is progress. Working together is success.” – Henry Ford

New platform helps companies manage the complexity of a large-scale social media presence

Boston, Mass.—July 27, 2011 – One to One Global, an interactive marketing and social technology firm, today announced the availability of MessageMaker Social™, a social media management system that allows companies to fully leverage the power of social media. MessageMaker Social enables brands to publish, manage and measure highly segmented, localized and targeted content to fans and followers across many social networks.

“As we all spend more and more time on social networks and mobile devices, it is essential for companies to connect with customers through the people, brands and local voices they already know and trust,” said Chris Heitmann, managing director of One to One’s Connect division. “To do so, they need the right infrastructure to manage a large-scale social presence–one that allows them to deliver highly relevant, personalized and localized content.”

Marketers today are facing an enormous problem implementing their social media strategies. Most have learned the value of segmenting their messages across e-mail, print and broadcast but have yet to learn how to localize and segment content across social media networks and as a result are not maximizing their investment in social.

The MessageMaker Social SaaS platform allows companies to:

• ENGAGE WITH RELEVANT CONTENT – MessageMaker Social helps grow fans and followers while increasing engagement by letting marketers target content to specific social interaction points based on geographical, sales rep or product interest.
• ENSURE BRAND INTEGRITY – MessageMaker Social ensures brand compliance and consistency across all your company’s Pages and accounts, while also allowing for dynamic and personalized elements.
• UNDERSTAND ACTIVITY AND ENGAGEMENT – MessageMaker Social’s analytics and reporting capabilities facilitate greater insight into customer and employee activities and provides visibility across all social media channels helping to maximize content, campaigns and connections.

The most recent category to emerge in the social media business software industry is social media management systems (SMMS) and demand for SMMS solutions is exploding. This is due in part to many marketers realizing the need for broad and long-term social media strategies. In fact, nearly four in 10 interactive marketers have already developed a long-term plan, while another 36% plan to in the next 12 months.*

“To remain competitive, it is imperative for today’s enterprise marketers to engage in social at every stage of the customer lifecycle,” Chris added. “Successful social media marketing requires the right message, at the right time, in the right brand voice–to connect with thousands of social endpoints including employees.”

About One to One
MessageMaker Social is a web-based social media management system (SMMS) from One to One Connect, a division of One to One Global. One to One Connect has over 10 years of experience working with companies such as UPS, SunTrust, and Gap Inc., strengthening brand relationships by delivering measurable content, messages and ROI across a broad spectrum of permission marketing channels including social, email, mobile and apps.
One to One Global is an independent interactive marketing and social technology firm with offices in Boston, London, Singapore and Sao Paulo. Founded in 1997, the firm creatively employs digital, mobile and social media along with advanced research services to create meaningful connections between consumers and brands. One to One’s vision is to be the leading Human Experience marketing firm. For more information please visit www.onetooneglobal.com or follow us on Twitter @onetooneglobal.