week 5 Post

The difference between post reach and post engagement.

Reach measures how many people have seen your post. With some paid support (recommended), your post’s reach can increase exponentially.  

Reach is a good indicator of how well you are getting your product or business name out there.  But with today’s over saturation of information, is Reach is not enough. Just because a consumer saw someone’s post in their News Feed, it does not necessarily aid in brand recall, purchase intent. How to establish the relationship with the customers? In case of a new business these numbers are good to measure success because one should first have to build his/her fan base and then capture their attention in order to build a relationship.

Engagement metrics indicate interactions beyond just simply views. Facebook defines engagement as including all clicks, not only comments, likes and shares. It’s important to understand that just because your post has a high Reach, doesn’t mean you will have high engagement. Some posts may have LOW Reach but HIGH Engagement.

It really depends on how compelling the post is and how it resonates with your target audience.

Why is knowing the difference important?

We should remember that the high Reach can sometimes lower Engagement because more people have to interact with your post. 

The more people engage with your posts and create stories, the more likely the post will appear in your consumer’s newsfeed and be viewed by their friends as well. Posts with highly engaged users are more likely to indicate a consumer’s intent to purchase or loyalty.

Engagement on a post means the consumer is “leaning in” and willing to take the time and share their connection with your product or business. More credibility for your product or business can be gained if your posts are liked, shared or commented on by your fans. Thus for most businesses, to measure the success of your posts, you should concentrate on metrics that indicate engagement rather than just reach.

What is Facebook Insights and how can a business use Facebook Insights to better serve their customers

Facebook has just rolled out the new Facebook Page Insights to everyone.  It is a great tool because it offers a ton of new metrics to analyze: Likes, reach, engaged users, visits and more.

To better serve the customer we should follow these:

• Create content with your customer (and not your business) in mind – what’s most important to them and what would they like to share?
• Ask questions or solicit feedback, especially for text-only posts
• Include images that connects to your consumer
• Include some sort of branding on your posts but not in an “advertising” way
• Reward participation/engagement on your posts
• Track the People Who Like Your Page metric to see if your content is relevant to your target audience

So basically we should be loyal to our customers, answer all their questions, update them on a regular basis and make them happy.