Due to its huge user base, Facebook provides many insights on how consumers interact with a company’s brand. You can track how many people are liking a company’s page over time. Here’s an example of Walmart:

You can also track the number of people talking about a company’s page on a daily basis: (Tesla)

This is useful for tracking news, such as scandals, as Facebook users may know about an event before the media and subsequently the general public, especially for smaller companies. The actions that are counted towards ‘People Talking About’ are the following:

• Like a page
• Post on the page wall
• Like a post
• Comment on a post
• Share a post
• Answer a question
• RSVP to a page’s event
• Mention the page in a post
• Tag the page in a photo
• Check in at a place
• Share a check-in deal
• Like a check-in deal
• Write a recommendation
• Claim an offer.

Lastly, Facebook check-ins are frequently predictive of foot traffic. Check-ins refers to when consumers tag themselves at a company’s location to their friends. The metric used to track check-ins is “Were Here Count”. Here is an example for Chipotle:

Here is the link for the documentation on the columns for this dataset: Columns Definition