ANALYSING FACEBOOK METRICS FOR MARKETING INSIGHTS

With 2.45 billion monthly active users, Facebook is evolving the way hundreds of millions of people relate to one another and share information. A rapidly growing body of research has accompanied the meteoric rise of Facebook as the biggest social media marketing tool to assess the impact of Facebook on social life. Besides, researchers have recognized the utility of Facebook as a marketing tool to observe behavior and engagement in a naturalistic setting, test hypotheses, and recruit members. With the explosive popularity of Facebook as a social media, there has not been much research that examines Facebook marketing and its implications for businesses. This paper represents an exploratory effort into this direction and analyzes existing Facebook marketing practices and tools which are Facebook metrics and Facebook Insights, their benefits, and concerns associated with this type of social media marketing