Facebook Reach: Learn The Basics

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Facebook is always rolling out new features, but does it benefit you as a brand? Let’s discuss!

Facebook reach is the number of unique people who saw your content. That’s not all. The reach affects every other metric that you can track including comments, clicks, engagement, and likes. There are different kinds of reach as well — post, page, organic, viral, and paid. Let’s first talk about those.

  • Organic reach: The number of unique people who saw your post in the news feed or on your page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event.
  • Paid reach: The number of unique people who saw your post through an ad

Note: Viral reach is now counted as part of organic reach.

You will also see something in your insights called “impressions”. Impressions are the number of times a post from your page is displayed, whether the post is clicked on or not. People may see multiple impressions of the same post. For example, someone might see a page update in the news feed 1x (or more), and then a second time if their friend shares it.

Note: The reach will most likely will be lower than impressions, because it cannot reach someone multiple times like an impression.

Should you pay to reach more?

Paying to promote the right content in order to reach more people in your target audience (fans or not), can have it’s benefits. It is recommended that you adopt a pay to play mentality in today’s Facebook Ecosystem.

5 ways to maximize your reach:

1. Know your audience

Study your fans and know what they want in terms of content. Get into Facebook insights and really look at what your fans are responding to. Do they like video? Do they like two posts a day rather than one? Are they online at a specific time? What kind of content are they interested in sharing with their friends? Once you know your fans better and what they like/don’t like, etc. you will be able to get better results in a variety of ways.

2. Be relevant, brief AND timely

Your audience does not want to see paragraph long posts. It’s a fact, they are indeed turned off by it. They are more apt to read posts that are short, accompanied by a picture, and a link (bitly). If you’re sharing content, make sure it is up-to-date, especially if it is regarding your product in the press, etc.

3. Quality, quality, quality!

Quality content is going to get your posts even further. As long as you provide valuable information to your audience, your reach will be higher as fans will be more likely to share the content as well. Ask questions, conduct contests, and involve your consumers as much as possible.

4. Turn your fans’ friends into fans themselves

Facebook insights provides admins with the “Friends of Fans” metric, letting them know how many people they can potentially reach organically. Friends of fans are extremely important — they are more likely to visit a brand’s Facebook Page or website, purchase a brand’s products and become fans themselves. Organically, these Facebook fans can easily be reached through the Facebook Ticker, which tracks all user activity. Keep your fans interacting with your brand, and their friends will see all “liking” activity, comments and posts in the top right of their news feed.

5. Engage!

Fans love to know their favorite brands are listening and interacting with them. Sometimes social media managers overlook this very simple task, but it means a lot. Whether it is to say “thank you” or “have a great day”, consumers respond best to brands when they know they are being heard and responded to. Make sure to mix up your responses. Just don’t overdo it!

To read more about Facebook reach, click here!

 

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Did Facebook Decrease Brand Reach on Their Platform?

There have been a lot of articles flying around about this recently and I have even had some non-industry folk chirping in my ear regarding this topic. One stock broker friend told me that “Facebook is public now so they are going to fall apart as they constantly need to cater to investors and it will prove that their platform is a house of cards and never had any real value.  Brands have been using it for free and now they will need to “pay to play” and they will leave as a result of it”
*Note this is all from someone who does not have a personal Facebook user account and thinks it is for “flirting with old girlfriends and can only get him in trouble with his wife.”  And while that is true, there is much more to it of course!

Although I think he has taken it a tad too far and I don’t agree with the final picture that he paints, I do have to agree that there have been changes here and there that are pushing you to “pay” more than you had before.  Now I cannot hate on a business for wanting to make money, but it is important to make sure you balance revenue with product integrity.  The jury is still out on whether or not they have become too imbalanced in that regard, but it is worth keeping a very close eye on.

It does appear that overall reach is down since September 20th as Facebook “optimized” news feed rules, and I can say that on certain client accounts it has been much harder to earn the same reach as it was prior. Other accounts have been doing better than ever before though, so I am not totally sold on its true impact YET.

I read this exchange on the EdgeRank Checker Blog and I thought it provides some good insight from different sides and has some real comments from other Fan Page Managers out there.  Worth a read, and so I have shared it with you!

 

Enjoy.

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