Facebook Graph

What Stevin gets out of Facebook Graph

Facebook Pages get written off a lot, but for communities, events, and direct communication with a slightly older audience they still do work. The Graph API opens up the page level: post performance, engagement, the usual metrics. What the API does not do is bring your Facebook data into context with the rest. It stays an island, apart from your Instagram, apart from your other channels, even though it is often the same audience doing something in two places. Teams get stuck on that double picture: two tabs, two stories, no overview. Stevin reads the Facebook Page data through the Graph API and lines it up against your other sources, so a trend in engagement or a post that takes off surfaces as a signal instead of sitting in a loose dashboard. You set the follow-up, the person reviews it.

What you pair it with

Facebook Page data comes through the same Graph infrastructure as Instagram, so if you already have that set up this channel costs little on top. The bottleneck is not the connection but the coherence: Facebook and Instagram often share an audience, and if you read them separately your picture drifts apart. So you need something that lines the channels up side by side instead of two loose reports. Skip that, and you are paying attention to a channel you cannot tie to the rest anyway, and Facebook stays an island.

Common mistakes

• →Reporting Facebook and Instagram separately, so the same audience is counted twice or inconsistently.
• →Writing the channel off and missing events and community signals from an older audience.
• →Collecting page data without anything that pulls trends out, so it becomes a dead dashboard.