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Facebook Upgrades Insights for the SMB Crowd




Usually I find myself talking about the deficiencies in available services and information to the SMB crowd. I have grown accustomed to it but it’s not how it should be.

It looks like Facebook is realizing this fact and is doing something about it. Why wouldn’t they since there are so many SMB’s using the service to promote their brands? These SMB’s, while not having the deep pockets of the big boys, can turn into real money for the social networking giant as they learn more about how the people who Like them act on the site. The new look Insights section does just that as ClickZ reports.

Small businesses can now obtain the same Facebook data that the big boys have been analyzing since January. While the Palo Alto, CA-based social site had been offering page analytics only to brands with more than 10,000 likes, all companies are now privy to the same information.

Such data includes the number of impressions each post generates, as well as what percentage of fans either “liked” or otherwise interacted with a post. It also involves monthly active users (MAUs). Page administrators for small businesses will be able to view such information retroactively to June 25, 2010, according to a Facebook blog post on Nov. 23.

Now, if you would like a little Internet entertainment go to the above mentioned Facebook blog post and read the comments. You won’t see mention of just how great this option is but rather the complaints of many Facebook users regarding other services and options that they would like to see or would like to see brought back. It’s interesting reading.

As for SMB’s who see the benefit, the following quote gives the general feeling that most SMB’s have regarding their ability to leverage most any Internet offering as compared to the bigger players.

“If I can see what posts are going to generate the most interest, I am going to keep posting those kinds of messages,” said Jenny Cheifetz, owner of confectionary brand The Sugar Mommy, which has 280 Facebook “likers” and is based in Bedford, NH. “Whatever feedback we can get is great.”

Whatever feedback we can get, huh? Isn’t it interesting that many SMB’s are hungry for this kind of offering but the Facebooks and Googles of the world always seem to finally get around to them in an almost afterthought kind of manner. When they finally understand just how much money they are leaving on the table then these services will court the SMB like never before.

Fortunately, there are plenty of savvy SMB’s out there to know just how disingenuous these efforts will look so they will be able to see through the spin. Unfortunately, there are many, many more SMB’s who are not involved at all and will be at the will of these big players as well.

Oh well. That’s the way the Internet cookie crumbles, at least for the SMB crowd.