“394 are talking about this” is a measured value that shows how many people are discussing the Facebook page. In the US, this function has already been launched as “394 are talking about this”. But what is this figure based on?

It states how many people are talking to their friends about the page. This number therefore indicates the number of people who

• like the page
• like, comment on or share the contributions on the page
• are answering a question / poll
• are taking part in an event on the page
• have mentioned the page
• have marked the page in one of their photos
• recommend the location of the page or say they have been there

Regular posting with attractive content will mean that more people will talk to their friends about it. Website operators will thus be encouraged to prepare their content in such a way that they reach the people, since the number of “likes” will no longer be decisive.

The new Facebook statistics make it possible to determine a comprehensive range. Not only the fans of the page are taken into account, but also their friends:

The statistics about “X people are talking about this” give detailed information about how the figure was reached. The figure covers the data of the last 7 days. It is not possible to disable the statistics. Each site owner can now see whether his contributions lead to discussions and trigger comments, or whether they go no further than “I like!”.

As soon as these insights are also accessible to us in German-speaking countries, site operators will obtain deeper insights into how their contributions are viewed. In future, the total number of people that interact with the page, those that talk about it, and the degree of viral spread will be apparent in figures. Facebook has been collecting the relevant data since July 2011. Not all contributions will be visible, however, since Facebook has only analysed the last 500.

Please note: All activities are registered “value-free”. This means that it will not be possible for the site operator to know whether the people are talking about them favourably or unfavourably.

Source: Facebook Page Insights, Product Guide for Facebook Page owners

The Facebook shop covers a wide range of high-quality DENON headphones and appeals to a young target group that attaches a lot of importance to top-quality music sound. The DENON Facebook shop is integrated directly in the Facebook fanpage of DENON, thus making shopping easy within the community. Marcel Bruhin, Product Manager at DKB Consumer Electronics, says: “DENON stands for innovation. With this step we are once more the first and would like to gather experience for new and future communication and marketing channels.”

Swiss Online Publishing has tested various providers of social shop solutions. Finally, the decision went in favour of the Israeli company Zibaba. The solutions offered by Zibaba proved to be feasible and easy to implement. In practice, many Zibaba shops have already been successfully set up abroad. Julian Schweizer, Managing Partner of Swiss Online Publishing, is highly satisfied: “Zibaba is a strong partner who knows how to successfully raise capital with communities. We are really looking forward to the first results and opinions.”

To draw the attention of potential customers to the shop, ads have also been placed in Facebook with appropriate product targeting. Link to the shop: www.facebook.com/denonschweiz

But the community criticised not only the basic statement inherent in the sentence. There were numerous indignant comments about the fact that the posting was not gender-neutral.

Others also wondered whether the whole thing was perhaps just a PR gimmick. Now that Nikon has used the comment function to apologise, it is obvious that this is not the case. This was however lost in the storm of comments poking fun at the whole matter. One user was even kind enough to point out that a new status would probably have been more efficient. All the same, Nikon learned quickly from its community and set up a separate status message.

Canon was chuckling, because Canon was mentioned several times as a popular alternative.

And finally the most appropriate comment by a user: „OUCH, PR is only as good as the people you pay doing it.“

Link to the posting: https://www.facebook.com/nikon/posts/10150316773294620

Fig. 1: Nikon Facebook Wall