Facebook stepped up its game last night by adding insights to specific posts on fan pages. The metrics included are total impressions and percent of interaction among those impressions (this includes clicks, likes and comments).

This new feature will make it easier for page admins to track what information is making the largest impact with their fans and make adjustments to their content.

Here is a sample of what the new insights look like.

Naturally, the impressions and feedback percentage is only visible to page admins, and apparently Facebook is still in the process of rolling this feature out. If your pages don’t have it yet, don’t worry - they will soon.

A question that remains a mystery, is how Facebook is counting impressions. On a number of pages we administer, there have been instances of impressions outnumbering the total number of fans a page has, which would lead one to believe that Facebook is counting total impressions, not unique. I am sure as the days pass, Facebook will release more information on what an “impression” really means.

In the mean time, go and bask in the glory of knowing that thousands of people are hanging on to every word you post!

-Rusty

@RussWalters

In recent months, movie premieres, concerts, and red carpet events have attracted millions of viewers, which isn’t a surprise, by any means. The game-changer is the medium through which viewers have been tuning in - live video streaming. Online broadcasting isn’t a new tool, but the numbers for these entertainment events show potential for its popularity and use as a marketing device.

Live streaming means providing content to end users as it happens, as opposed to downloading a video that was previously recorded and then uploaded.  This eliminates valuable processing time and, thanks to interactive features provided by many live streaming host sites, allows broadcasters to engage with viewers in real time as well.

It’s not hard to see how live streaming has promise as a marketing tool. Broadcasts have the ability to reach a huge audience - anyone with an Internet connection can tune in. They’re also easy to set up and free, although that doesn’t mean they should be used by every company all the time. The key is to share what’s worth sharing, in a way that benefits your company and engages viewers.

Before jumping on a live streaming channel and broadcasting day-to-day operations, meetings, or company updates, consider whether the target viewing audience - and your business - could benefit from the extra level of transparency. Giving away trade secrets wouldn’t be smart, but broadcasting a conference could give a unique opportunity to for viewers to participate, ask questions, and contribute ideas to discussions through the host site interactive features. Weekly informational broadcasts, such as how-to shows, could be another option to build a positive following for your company.  But again, the key is to use live streaming in a way that benefits your company, not just because it’s how everyone else uses the tool.

Mashable predicts that 2010 will be a big year for live video. Will you be streaming along?  Check out popular online broadcasting sites like Livestream and UStream for more information.

Google recently announced Favorite Places - “a new way to window shop” with the help of window decals, a mobile phone, and advice from thousands of Google users.

Google sent window decals to local businesses in the U.S. that have been the most researched on Google and Google Maps. Over 100,000 businesses were selected based on popularity, as well as users’ interaction with the local business listings.  Each decal has a bar code, known as a QR code, that can be scanned with a mobile phone. The QR code connects users to the business’s Place Page - a Google-based website with detailed information such as photos, videos, nearby transit, and reviews.  The benefit for users is the ability to check out a business before walking in, and accessing details that could enhance the shopping, dining, or visiting experience.

At the surface, it would appear that Google wants to help local businesses with these popularity-based seals of approval.  Beyond that, Favorite Places seems to be a move for dominance in the consumer review field against competition like Yelp.  Either way, it shows the growing importance of word of mouth marketing for businesses.

Google hand selected the first batch of Favorite Places based off of search popularity and positive reviews, a similar process will likely follow for future mailings. Unless a business is being talked about positively and generating some buzz, it won’t be Google’s radar - and it probably won’t be in the minds of local consumers either.

To be eligible for promotion on Favorite Places, businesses need to be registered with Google’s Local Business Center.  The Local Business Center gives businesses some insight into their word of mouth presence, with information like how many people looked up driving directions, and what customers search for to find them online. In addition to online reviews, this information is a good start for businesses to get a picture of their popularity from Google’s perspective.

As Favorite Places takes off, smart businesses will be aware of their presence in their local community, as well as the network of Google users.

Click here for more information on using the QR code, or check out the video below:

You won’t be after watching this…

So you finally decided to Google your company…

First search result: Your company’s website. *check*
Second search result: Your company’s Facebook Fan Page. *double check*
Third search result: A listing for your company on Yelp.com - arguably, the most popular online consumer review site… *Rut’ro, Scoob!*

You do a little scanning and find that there are absolutely no negative reviews written about your business.  *nice!*

Bad news is that there are no reviews at all. *hmph*

So what do you do?

Not this:

Paying people to write reviews for you is not only unethical, but it’s also illegal. You could get into a world of trouble if the FTC finds you breaking this very simple rule.

So what CAN you do to get the reviews flowing in?

First step, make sure your product or service is buzz worthy.  Would you want to talk about your business?

Second, go above and beyond to make sure your customers remember you. You may only get one shot to capture their attention - make sure every moment is memorable.

Third, put the reviews in their hands. This is arguably the simplest, yet most passed over means of acquiring new reviews. If they’ve had a good experience with you, your customers will be willing to buzz about you - they just need to know how and where to do so. Tell them where to go to review your business. It’s as simple as that.

And always remember that writing online reviews can take a considerable amount of time. Consumers have to find a review site with a listing for the appropriate business, create an account and then craft a well-written review….so don’t take their reviews for granted!

- Ryan, @ryanatmgh

*Image courtesy of Gawker.com*

Exciting news, readers: we’ve been nominated as one of Maryland’s Most Outstanding Blogs in the Baltimore Sun’s first-ever Mobbie Awards. We’re excited to be nominated (can we get a woot!?) and honored to be among some great company.

The Mobbies are a reader’s-choice award contest,  so we need your help! If you’re a fan of the MGH WOM blog, we’d appreciate it if you showed your support by voting for us here (we’re listed under the business & technology category):

…And by sharing this with your friends: http://data.baltimoresun.com/mobbies/?vote_for=64#64.

Voting is open today through October 9, and readers are allowed to vote once a day in each category.

While we were nominated in the business & technology category, the Mobbies cover a wide variety of topics so, if you’re looking to add a dose of fresh content to your Google reader, we encourage you to check out the full list of nominees.

As always, thank you for your readership and support. You’re the best!