POST REACH AND POST ENGAGEMENT
Post reach is important for a business if they want more customers. The more people there are who know about a product or business, the more customers a business will have. Post reach will also give customers the chance to stay engaged. Post reach can also be important for retaining customers. A customer who sees your post on social media, will have the chance to follow your businesses page for information. A customer who follows your page, theoretically will see more links to buy things from you.
Post engagement (likes, posts and comments) is important for your customers to develop an attachment to your brand. If your customer has positive interactions with you, you can turn your company from another faceless corporation into a company that people have an emotional attachment to. Post engagement is also important to gage what is in your customer’s heads. Getting into your customers heads will allow you to make better posts that get to the top of their feeds.
Post reach and post engagement are both intertwined. If one of your posts gets a lot of likes, that helps it remain visible in people’s newsfeeds. So, the more post engagement you get, the more people see your post, which theoretically could lead to higher sales. The more post reach you get the more post engagement you can get as well, potentially creating a feedback loop for maximum reach.
What is to be taken from these points collectively? I’d posit that if you want to reach a wide variety of people on social media, you most likely will not do so unless you have high effort content. If you make safe bland social media posts, you most likely will never be interacted with that much, which can spell doom for a business that wants to spread awareness about itself. In the companies that I studied for my previous blog post, even big-name corporations like EA got low engagement from the customer when they put out a bland, obvious promotion.
FACEBOOK INSIGHTS
Facebook Insights is a powerful tool that it gives you very useful information about your customers. It gives you demographic data, like people’s ages and where they’re from, so you can tailor your posts so you can get maximum engagement. It tells you what kind of posts are getting engaged. It tells you whether you acquired followers due to Facebook ads, or whether people arrived at your site organically. It tells you how many people you are reaching. It also tells you your maximum potential audience on the site so you can know whether you have more room to grow your page.
If I could just simplify what Insights does, I would say that it lets you know whether your social media strategy is working. A business page with low organic reach will probably need to purchase ads. If your audience isn’t online at a certain time, you’ll probably want to move your posts to a different time. If you want to grow your online engagement with a somewhat risky strategy (E.G snarky online persona) it will also let you know if it works (with several posts) before you take a deep plunge. It gives you the ability to adapt in strategic ways.
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Sean Conti
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