The “People Talking About This” data in Facebook Insights is sometimes referred to as “Storytellers.” This is one of Facebook’s metrics that few people understand.
Here’s what you need to know. This metric is part of the engagement metric. So the number of “people talking about” a post is included in the number of people who “engaged” with that post.
The “people talking about this” metric only measures three types of actions: likes, comments or shares.
What makes “people talking about this” different from the engagement metric above is that it highlights the number of your fans who did something to show engagement to their friends.
Where to find your “people talking about this” metrics
Again, go to your Insights interface where you found your organic reach and engagement stats, and look at the “Talking About This” column. Easy.
Why your “people talking about this” metric is important to know
This is the “viral” metric. One of your motivations for creating a Facebook Page was probably to connect with the friends of your existing fans for free! The “people talking about this” metric is the best for measuring how many people are willing to spread the word about you to their friends.
Remember, when a user likes, comments on or shares a post on your Page, Facebook may decide to publish this to this user’s friends to show that this user liked, commented on or shared a piece of content from your Page. I emphasize the “may” because Facebook is limiting the reach of these stories.
So, don’t expect too much from this metric. Although Facebook is still the best place to leverage viral stories like these, it’s not what it used to be. You used to frequently see in your news feed that a friend had liked, commented on or shared a piece of content from a Page. Chances are that you see less of this today.
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