ZO launches standardised Facebook reporting

Zenith Optimedia has launched a monthly report aiming to standardise Facebook metrics.

The report is pulled from a new platform built by the media agency globally in partnership with Facebook, and uses the social network’s own API. Zenith Optimedia is the only media agency to currently have access to Facebook’s API.

The repost classifies over 400 Australian Facebook pages, dividing them into 18 sectors.

The first monthly report found that hotels were the sector with greatest engagement with fans, while television shows such as Big Brother were still generating the most chatter, even after the show finished.

Aaron Michie, chief innovation officer at Zenith Optimedia told Mumbrella: “If social media does nothing else, it certainly manages to create a tidal wave of data that sounds impressive, but often varies hugely and isn’t clearly tied back to why businesses are there in the first place.”

“What we’re setting out to do with Social Charts is to provide a reliable, standardised monthly report on how Australia’s branded Facebook pages (we’ll be adding other platforms over time) are performing against consistent metrics relevant to business: audience size, active portion of audience, level of total talk and engagement generated by each post.”

“Rather than trying to pull together something reliable and accurate from a social data firehose, we focus on filtering and refining what we track to provide a dependable view of the Australian branded Facebook world every month,” he said.



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