Pages that have upgraded to timeline also have more publicly visible metrics, accessible by clicking on the likes box.
Don’t confuse this with the singular version the verb nor the thumbs-up icon you click to join a page’s fans, but rather the plural form, referring to the total fan count — pointed out in our first screenshot here.
If you click on the “likes” box on a page that has timeline enabled, you get to see some of Facebook’s native analytics known as insights.
While the aggregate total likes and number of people talking about the page had been publicly visible before, they are now displayed in a much larger font.
Additionally, other data has only become public today: Most popular week, most popular city, most popular age group, new likes per week and weekly number of people talking about the page.
All of this is best appreciated by looking at an an example, like the one beneath this post that we grabbed from Starbucks’ page on Facebook, which upgraded to timeline today.
We asked power-tipster Eti Suruzon, vice president of media at Blink, whether making this data publicly visible will encourage more people to like a page, since we’d expected that to result from Facebook having made the the “talking about this” metric visible in October. She replied:
No, I don’t believe that’s that’s the case. If so, only because marketers will invest more money in buying ads or premium ads because of the competition. I’ll explain –I mostly think it’s going to drive marketers crazy.
People talking about this helped marketers compare their page activity, and therefore quality of engagement, to other brands.Now they can also see who are they talking with, how fast they’re growing and what are they doing right or wrong.
Now Facebook is giving marketers even more tools [for comparing pages] plus live data. Timeline is all about the story and the content. New premium ads is all about the story. To make a good story and understand what stories work for you and for other brands, this seems to be a very small yet useful tool.
Personally I can’t wait for analytics companys (like PageLever, SocialBakers) to have this public data on their systems.
Readers, what effect might the increased visibility of this data have upon pages and brands on Facebook?