What’s changed in the new Facebook Insights?

In case you’ve not seen it elsewhere, here’s a mini briefing on the new Facebook Page Insights announced overnight. (TL;DR? Jump to the analysis)

The new dashboard will be rolling out from today to pages by invitation. You’ll get a notification within Facebook when your page(s) are eligible for the new dashboard.

Some of the highlights from the announcement are:

1) Changes to ‘People Talking About This’ metric

This general metric can be a useful general snapshot for page performance but it’s compiled from a lot of other granular metrics so it’s not easy to take action from it alone. In the new Insights, PTAT will be broken down into the subset of actions that contribute towards the overall number. Facebook will break out PTAT “into elements that will now be reported separately as Page Likes, People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts), Page tags and mentions, Page checkins, and other interactions on a Page”. It’s worth noting that a lot if not all of these metrics are already available via the raw data exports, but are now more visible via the Insights dashboard.

2) More detail on post-level interactions

There will be a post-specific ‘Score card’ that breaks down the interactions that contribute towards each piece of content. This will interestingly surface ‘negative’ interactions like hides or unlikes that happen around a piece of content – which is useful data for content planning. Again, this is already available in the raw data exports and we use this within planning.

Example screenshot from Facebook:

3) More details about engagement as well as reach for demographics

As well as presenting the reach of the page content for different age and gender demographics, there will also be a measure of interactions from each group as well, which gives a nice view into how content is performing with our different target audiences.

Example screenshot from Facebook:

My takeaway:

The new Insights interface is a good move from Facebook. A lot of the data is already there in the API, but this surfaces a lot of useful information in the Facebook interface itself. The biggest winners will be smaller pages who don’t already either get the data from the API or through third party management dashboards, which will no doubt help Facebook as an advertising platform for a broader range of businesses.

Need help? The team of 33 Digital loves crunching the numbers as part of our campaigns and community management for brands. If you need any help getting under the skin of your brand’s Facebook profile do get in touch.

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Phil wrote this on June 20, 2013 - No Comments
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Tweeting financial results 1.0 (before the official rules are set)

Social media are becoming powerful tools for financial calendar work, as they become accepted elements in the investor relations mix. The SEC’s recent ruling on financial disclosures via social media are an important milestone, and it’s only a matter of time before similar policies spread among other global financial regulators in the future.

The acceptance of social media as channels for financial disclosure can be considered broadly in two ways. Firstly, the new guidelines simply mean that IR teams have the option of adding social media channels to those they already use to disseminate information for results announcements. This is a relatively straightforward consideration and the only additional workload is to craft content that will be effectively shared by users on social media.

The second dimension is slightly more complex: communications departments need to find effective ways to respond to shares, retweets and questions posed via social media. If history is any guide, rules of the road will emerge, set by early adopters, and regulators will undoubtedly set rules that also guide adoption.

But what will IR teams need to consider before handling the multi-way conversations that will emerge on social media around results?

Handling multi-way conversations during results announcements

Each announcement event will have different characteristics and the allocation of resources in the social media team during an announcement will become more effective over time. The challenge is to balance a number of competing demands:
- Volume of relevant social media mentions during the results announcement
- Influence and reach of those posting, commenting or sharing
- Resource of the social media team

The misallocation of social media resource during financial announcements could result either in slow responses to questions or issues arising online, or over-resourcing. This second outcome is less of a reputational or regulatory risk than being under-resourced, but could easily lead internal teams to judge the entire use of social media a failure, which is a risk in itself.

Dealing with the information flow

The key to handling the flow of information during a busy announcement period is to develop a cadence that matches the resources available and the volume of conversation being handled. As a start point, a social media monitoring team might provide updates every 15 or 30 minutes, as this can allow time to aggregate questions or posts into short-form reports containing recommendations no responses. In some cases, the volume of posts or questions may require less frequent updates, but it would be better to prepare for a high frequency of reports and not need them than vice versa.

Responding to questions or issues arising online requires careful consideration. The conditions that make posts more likely to demand a response would include:
- Rumours or speculation spreading that can be valuably countered
- Questions are by highly influential individuals, such as journalists, analysts or major investors
- Errors with the potential to affect reputation or share price

Judgment will be required when it comes to responding because once a social media team starts responding to some questions, they may become culpable for failing to respond to others that were judged less important at the time. One simple solution to this is to adopt a clearly articulated position that individual questions will not be answered, but that updates may be published in response to general questions emerging from the conversation during the results announcement period.

In practical terms, responses may be best made in long-form via blog posts, live FAQs or video, and then linked to via short-form social media such as Twitter or Facebook. Creating and approving such content will require all relevant parties to be in close proximity for the duration of an announcement period, and for many organisations dealing with questions or issues arising at the pace of social media will be a new experience.

However, it is a similar approach to handling questions during investor calls or meetings, and indeed those on results days can provide much of the content required for social media responses, as long as teams are working in an integrated way.

The future adoption of social media for investor relations

We would expect social media use during financial disclosures to follow a similar pattern to its adoption in other fields, such as consumer brand marketing or corporate communication. In the first instance, adoption appears risky and a minority of early adopting organisations adopt the new protocols. However, over time, the laggards end up being in the riskiest position of all, as they lack the ability to respond effectively and immediately to issues arising. Issues that can affect reputations and share prices can arise very quickly online or via other channels such as traditional media, via influencers such as analysts, or via other digitally vocal stakeholders.

As adoption of social media in investor relations spreads, the onus on all IR teams is to test the water as soon as possible, to learn how handle the process, which will be unique for every organisation. However, those who fail to adapt at their own pace may ultimately find themselves being forced to do so in response to events outside their control.

There are as yet no firm rules. What would you consider to be the most pressing concerns facing investor relations teams as social media enter the mix?

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Peter Sigrist wrote this on May 10, 2013 - No Comments
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Social media lessons from Ed Balls Day

By Pete Sigrist and Liam Thomson

Yesterday was Ed Balls Day. You may not have noticed it, but tens of thousands of people hit social media to take part in this unlikely celebration of a social media gaffe by shadow Chancellor of the Exchequer Ed Balls. Balls’ own response was a moment of brilliance, and we think there are lessons here for companies and brands wishing to take control of digital conversations.

An internet meme was forged on 28 April 2011 when Shadow Chancellor, Ed Balls, accidentally tweeted his own name to the amusement of Twitter users. This obvious mistake sparked thousands of retweets as the joke was shared around the world. At 4.26pm yesterday, almost precisely two years since the original tweet was posted, an anniversary celebration of sorts took place. To read the full blog post click here

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thirtythreeadmin wrote this on April 29, 2013 - No Comments
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E-petitions: Democracy and the web

Where do you take your rage? Do you take to Twitter and Facebook to voice a sense of injustice? Do you email your MP, or just rant to your partner over Monday night spag bol?

In the summer of 2011, Her Majesty’s Government created a place for the general electorate to take their grief and their anger – and make something productive; e-petitions.

All they ask is that there be a clear statement explaining what action you want the government to take, and at least 100,000 signatures and then your petition is passed to The Backbench Business Committee. The committee meets weekly, and can consider any subject for debate, including those raised in e-petitions or national campaigns. However, an MP must make the case for their consideration.

The site has been live for two years now, and continues to offer a potent means of protest, for example the recent petition requesting the Secretary of State for Work and Pensions, Iain Duncan Smith, to live on £53 for a week.

Initially, detractors said the e-petitions would cause MPs to spend less time in their constituencies dealing with community issues. There was also a sense that the system would waste time and taxpayers’ money, flooding the Backbench Business Committee with frivolous petitions.

In its first year, 6.4 million signatures were submitted to e-petitions, but only eleven reached the necessary 100,000 signatures. All eleven were scheduled for debated in the Commons or Westminster Hall.

Back in September the system was updated to try and ensure more petitions got a personal response even if they never reached a level where they would be put in front of the Backbenchers committee. Since the change, all the petitions reaching 10,000 signatures receive a personal response from Her Majesty’s Government that appears alongside the petition.

Today, there are still many petitions circulating the internet – everything from high profile politicians being called out, and state funerals being opposed, to local matters such as saving a local children’s cardiac surgery in Leicester.

What do you think of e-petitions as a force for change? Do you think this is an underutilised area for building communities around people’s passions and beliefs? And finally, have you signed any?

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Sam wrote this on April 16, 2013 - No Comments
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PaPa – China’s answer to Instagram?

Everyone wants to know what the next big thing is going to be and in the latest of her series of posts from China, Sarah Marsh may just have found it in PaPa.

Instagram is a worldwide success. It is a fast, friendly way to upload and share photos – and let’s face it Instagram makes even the most mundane shot look edgy or even artistic,but would the photo app be better if it added voice recognition and voice notes to its format? To read the full blog post click here

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Sarah Marsh wrote this on December 12, 2012 - No Comments
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New trends in Chinese Social Media

We’re constantly on the lookout for the latest trends in international social media. In the latest of a series of posts on social media in China, journalist Sarah Marsh asks a leading observer of Chinese social media where to look for the next big thing likely to emerge from this exciting economy.

Q+A with YANG Lei from the China Millennium Monument Museum of Digital Arts

1. Do companies and personalities drive social media in China?

It is different here. Sina Weibo and Weixin are driven by Sina and Tencent. For smaller startups of niche social media sites, the founders are less well known.

2. Is there a Chinese equivalent of Silicon Valley, where the majority of services are developed and launched?

Beijing Zhongguancun is known as the Chinese equivalent of Silicon Valley. There are no secondary centers where digital media startups work, everything is quite fragmented.

3. What are the hottest start-ups on the scene at the moment, and are any of them showing signs of taking over from the incumbents?

Papa is the new one but it is in the early stages. Papa is an app that fuses social elements of Path, Instagram, Pinterest, Twitter and Weibo together.

4. Is there any talk of Chinese social media making a bid for Western markets, or buying up start-ups in Europe or the US?


5. What are the general trends in the development of digital services in China?

Location-based services are big and growing. Social music, TV and music services are also successful in terms of viewership but not in terms of making money. Some business are using social media to change the way they do business but not in the area of mobile payments, more in the area of promotion, marketing, PR and events.

Sarah is Foreign Expert at 21st Century, a newspaper connected to China Daily and has also written for The Guardian and Wired. She blogs at

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Sarah Marsh wrote this on December 7, 2012 - 1 Comment
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33 in the News

Here at 33 we specialise in offering clients and individuals big and small the best social media advice you can find – and the world is taking note. We may still be less than a week into December, but it’s been a busy month for our team as they take to print and the airwaves to offer pearls of wisdom about engaging with an audience on Twitter.

First up our very own Sam Phillips went head-to-head with Nadine Dorries on the benefits and risks that social media poses to our elected politicians. We think Sam won hands down, but decide for yourselves here. This was followed on Monday by our MD Peter Sigrist jumping in a cab and speeding across London to speak to the BBC World News about the challenges facing the Pope as he adapts to life on Twitter.

His Holiness already has over 350,000 followers without a single tweet to his name and that’s just on his English account. The Vatican has claimed that he will see every tweet issued by the account himself, but given he is managing accounts in several different languages, Pete rightly expressed scepticism about how successful the channels could be.

The key challenge for the Vatican will be engagement – how can they use the tool to converse with followers across the world rather than simply broadcasting soundbites to them. So if anyone from the Vatican or David Cameron’s office reads this – you know where to find us, Pete’s ready and waiting for your call.

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thirtythreeadmin wrote this on December 7, 2012 - No Comments
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Leveson & The Digital Grey Area

The Leveson report is due out on Thursday and amidst the shouting matches about the future of the printed press and whether they’ll be given one final chance to prove they can effectively self-regulate, one crucial question has been largely ignored.

What happens to internet news sites and blogs? Will the post-Leveson world see the Huffington Post, Politics home, etc treated in the same way as the Guardian and the Independent? They can already join the political lobby, so there is a precedent for treating them in the same way. But is this enough, or will they continue to exist in a grey area?

No one seems to know and even more puzzlingly, no one really seems to care. While article after article has been written on the merits of self vs. statutory regulation (neither is perfect, but the former is preferable) almost nothing has been written on whether the average blogger will be regulated in the same way.

Currently the Press Complaints Commission only covers organisations who have signed up to be part of it and it’s hard to imagine any of the previously mentioned sites signing up for membership. We don’t know whether the Leveson Inquiry will recommend a mechanism that compels media organisations to sign up – but if he does it would be surprising if this applied purely to the printed press.

But if it does apply to online publications, where does it end? At what point does society draw the line and say your site is too small to require regulation? 10,000 page views a month? 20,000? Or are we going to say that every site, no matter how small, which posts topical news and comment pieces will be expected to sign up. The latter is obviously an unworkable option, but such is the lack of debate around the issue that we simply don’t know what will happen.

Even if in the short term, Lord Justice Leveson decides to only recommend changes to the system governing the printed process, this is an issue which will not go away. It’s only a matter of time till The Guardian goes digital only and other papers will surely follow. Does a switch to digital only mean they are suddenly exempt from regulation? And if not, will we have to undergo this whole process again as the government scrambles to figure out how to regulate the online press.

This is not to underplay how fast misinformation and rumour can spread on the internet and how vital it is that people can correct false articles or rogue websites. But that doesn’t mean we should be comfortable with the idea of the government being able to regulate material published on UK based sites.

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Tom Rouse wrote this on November 28, 2012 - 1 Comment
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Create your own infographic, thanks to Microsoft

We wanted to share one of the coolest things we’ve seen in for a while – a natty new infographic generator from Microsoft, aimed at helping SMBs in the UK get graphical in their web marketing.  You can try the new tool for yourself, but to give you some inspiration, we created one for our lovely charitable initiative, 33 for Good.  What do you think?

(You can see our 33 for Good infographic in it’s full glory here)

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thirtythreeadmin wrote this on November 27, 2012 - No Comments
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The China Connection: How do China’s social networks measure up to those in the West?

In China connections mean power, so it is no surprise that social media have become such big business here. For many, the networking landscape in the East is a mystery. But how do these Chinese sites compare with what we have in the West? Are social media sites in China really that different?

The top social media sites in China are -

Sina Weibo: According to research by the DCCI, (Defense Cyber Crime Institute) Weibo users account for nearly 89 per cent of total Chinese web users. But Sina Weibo should not just be thought of as the “Chinese Twitter,” because it has evolved to mean a lot more than that.

On Twitter any images or videos you attach to a post have typically appeared as a link. On Weibo they appear immediately, so Sina Weibo has been a more immediate visual experience, although Twitter now seems to be following Weibo’s lead by embedding content within tweets.

Renren: What is thought to be the Chinese version of Facebook, however, is called Renren. It has 147 million registered users and 31 million active users per month. Renren is set to take over as the social networking platform for the college-educated population in China. Renren has a similar look and feel to Facebook. A timeline design was also introduced in August, though it is still not available to all users but it involves a cover photo and life events. However, there are some major differences – Renren’s ads are less targeted and most of the revenue comes from its games.

Douban: Douban is an open forum popular among intellectual Chinese interested in films and books. There are 60 million registered users. Yang Lei who works for CMoDA (China Millennium Monument Museum of Digital Arts) described Douban as “unique” saying that it started as an online community sharing cultural interests but has become a social media site and is “fast becoming the most concentrated cultural community, with the most diverse cultural content”.

Weixin: Weixin, or Wechat as it is now known, is also growing. It is a mobile voice and text app with social features such as “friend discovery”. Mobile space will be the next battleground between Chinese social networks because 69 per cent of Chinese people access the Internet through mobile devices.

As well as these top sites a few location-based services such as Jiepang, similar to a FourSquare app, and Momo, a dating app, have gained popularity in the past year. The Pinterests of China Mogujie and Meilishu have also become popular.

These social networking sites are similar to a lot of the top UK sites, proof once again that the trends are not dissimilar to what we see in the West. However, rather than imitating Western sites, the Chinese have now started to go beyond what we have. They are innovating to create a better experience for users, adapting to Chinese tastes and values. For example, take Renren, although it started as a virtual clone of Facebook, it now has instant messaging and gaming capabilities, light blogging and video sharing.

Social media sites have adapted to suit Chinese Internet users who tend to use Weibo and other sites more on weekends than at work. Research has also suggested Western users retweet information faster.

The way brands interact with users via social networking sites is also different. Mary Bergstrom, founder of The Bergstrom Group, a consultancy helping brands understand the Chinese consumer, said: “Brands know that young people spend more time online and value online communication more than other audiences so they emphasize these channels. Right now, true communication between brands and consumers in China is in its infancy. Consumers don’t necessarily trust a lot of what they see; they know that followers and endorsements on Weibo are for sale, and they know that fake products and information pervade the Internet. The next stage in communication between brands and consumers will have to emphasize authenticity and generous exchanges.”

Brands are already becoming aware of how important it is to engage with the Chinese consumer through social media. Yang Lei, who works for the China Millennium Monument Museum of Digital Arts, said that the “commercial exploitation of social media has surpassed its Western buddy at an unprecedented rate because of its rich media-based system design”.

Despite these subtle differences, it might surprise you to hear that social media sites in China are open to the same abuses that ruin the Internet for many Western users. Mary Bergstrom argues that in some ways these abuses are actually more “serious” and “organized”.

She says: “Netizens (the Chinese slang word for web users) can easily be challenged by false claims and personal affronts. China is also the origin of what is called a ‘human flesh search engine’ – essentially a form of online stalking that can lead to confrontations and even actual harm in the physical world.”

Bergstrom adds, “Extremes work in both positive and negative, though; human flesh search engines have also been launched to help people find missing relatives, uncover criminals, and affirming communications are critical for building a sense of belonging.”

With reliance on the these sites growing, evident in news last week that Weibo now has 400 million users, it seems that the main difference in how Chinese people use social media, is that the connection is much deeper. Bergstrom claimed that this was due to China’s one child policy, which has led to more being expected of the single child and stricter academic work schedules leaving little time for young people to “connect offline”.

She said: “Online, youth are able to find a critical and beloved means of experimenting anonymously with identities and expressing opinions and experiences they would not be able to offline. This intimate connection starts as soon as youth go online and the connection continues and expands, as they get older. Ultimately over time, young adults need multiple simultaneous connections to feel tapped in.”

There are certainly similarities between how social media are used in China and the West; there are also some very notable differences that make the networking spectrum in China unique. Social media in China is starting to move beyond what we have in the West and the connections that are being made online are even more deeply rooted in society.

Sarah is Foreign Expert at 21st Century, a newspaper connected to China Daily and has also written for The Guardian and Wired. She blogs at

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Sarah Marsh wrote this on November 26, 2012 - 1 Comment
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