Week5B: Facebook Page Components

Facebook is the go-to channel for consumers looking for your brand in the online social scene. While it’s pertinent that your business has representation in the realm of Facebook, it’s important to make sure that the information you’re pushing out on your business’ page is valuable and engaging to your consumer, as well as relevant to your brand. So for today's post I will be defining the difference between post reach and post engagement.

Reach

How many people have seen your post, or how many people has your post "reached?" Reach is a great measurement because it shows you how often you are showing up on people's news feeds. 

Engagement 

How many likes, clicks, comments, and shares your posts get. Facebook’s news feed feature inherently nurtures word-of-mouth marketing. Basically, what this means is the more engagement your business has on Facebook (i.e. any time you or someone else likes, comments, or shares something on your page), the more often your business’ page will show up in your fan base's newsfeed.

Why is it important?

The difference is extremely important because they are two very different metrics. High reach does not always mean a high engagement, but high engagement can increase your reach. I know this from my own business page I set up for this class. I posted a few photos and shared it via my personal page. While my reach was pretty high, I didn't receive any likes on my page, photo, or any engagement for that matter. 

How can your business optimize Facebook insights?

For centuries, brands have struggled to reach their target market effectively. Luckily for you, Facebook has nailed down the consumer targeting process with their Facebook Ads tool, a service that allows you to target micro-segments of the more than one billion users based on pretty much any demographic and psychographic qualities you can imagine. The benefit here is that your ads are being shown to people who have in some way or another expressed an interest in what it is you’re trying to market. Facebook is smart - it can figure out what people’s interests are based on the posts and pages they like, the things they search for online, etc. Whether you decide to run a Facebook Ads campaign to drive sales, promote page likes, or increase traffic to your website, Facebook is extremely helpful in putting your brand in front of the right people.