Web Metrics for Analysis and Optimization of Business Pages for SMEs through Facebook Insights

Daniela Tzvetkova () and Nikolay Vankov ()
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Daniela Tzvetkova: Institute of Entrepreneurship, University of National and World Economy, Sofia, Bulgaria
Nikolay Vankov: Institute of Entrepreneurship, University of National and World Economy, Sofia, Bulgaria

Chapter 2018-14 in Youth and Women Entrepreneurship in Challenging International (Global) Business Environment. Proceedings of the Ninth International Conference, 11 – 14 June 2018, Lighthouse Golf and SPA Resort, Black Sea, Bulgaria, 2019, pp 265-282 from Bulgarian Association for Management Development and Entrepreneurship

Abstract: When developing a social media strategy, the first and most important task for digital entrepreneurs is to calculate return on investment (ROI) in order to verify that the efforts and activities performed bring positive results for the business. It is important to know the number of views, number of comments, likes, and shares a post in the social media platform Facebook has attracted. An important part of this data is provided by Facebook itself and is called Facebook Insights platform. The purpose of this report, based on systematic analysis of the latest and most important theoretical and applied chal-lenges in social media, is to present the main features of the key web metrics for analysis and optimization of business pages for SMEs through the Facebook Insights platform. With the different sections of the platform, such as: general data; likes; reached audience; publications; people; and others, Facebook Insight focuses on the main web metrics such as: number of fans on the page; negative feedback (off-likes, hides and reporting the site); engaged users; total reach; organic reach; consumption; consumptions; consumers; interactions with posts – Likes, Reactions, Comments, Shares and Link Clicks; video data and more.

Keywords: web metrics; business pages; small and medium enterprises (SMEs); social media; Facebook Insights (search for similar items in EconPapers)
Date: 2019
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