Facebook Analytics 101: Virality
The Virality of your Facebook Page is the percentage of people who created a story about your Page after seeing activity about your Page.
In order words, Page Virality is People Talking About This (PTAT) divided by People Reached.
Page Virality: An Example
Lets say that yesterday 500 people saw activity related to your Page, and 25 of these people created a new story. Then:
PTAT = 25
People Reached = 500
Virality of your Page = 25/500 = 5%
Out of all the people who saw activity about your Page (whether it was in the news feed, as a paid Ad or anywhere else), 5% of these people extended the reach of your Page to their friends by creating a new story.
Therefore, the Virality of your Page yesterday was 5%.
Why Measure the Virality of your Page?
Page Virality is a good indicator of how shareable the activities of your page are. It tells us how often people are extending the reach of your page to their friends.
Analyzing the Virality of a Facebook Page
Lets view the Virality of a Facebook Page over time.
In the above, we can see that the daily Virality of this Facebook Page varies from day to day with an average Virality of 4.84%.
The Virality of the Page peaks at 10.2% on June 29.
In order to find out what happened on June 29, we can drill down into that specific day.We can see that on June 29, PTAT was 1,993. This was mostly due to new fans liking the page.
The People Reached was 19,540 which was driven mostly by paid Facebook ads.
We can also view the actual posts from June 29 if we want to see the specific content that was posted that day.