Week 5: Setting Up A Facebook Business Page
Post Reach vs. Post Engagement:
Understanding the difference between what "post reach" and "post engagement" is a little confusing, but hopefully, this clears some of that up. "Post reach" is described as being the number of people who see your posts. "Organic reach" is the posts that your friends and followers see without you having to pay for it by purchasing ads on Facebook. Depending on how much engagement a post of yours gets, ie. comments, shares, and likes, the more likely that post will be seen by your more of your followers and friends. If you have 100 followers and 10 of them consistently comment or engage with your posts, Facebook will likely put your posts onto those followers' newsfeeds because they assume that they enjoy seeing your posts and 10% is considered a high level of engagement. If your other followers aren't engaging with your posts, Facebook isn't likely to put your content onto their newsfeed, so they are less likely to see your posts unless they go onto your page.
"Engagement" tracks all activity on a post. So, if your friends and followers click on a post, leave a comment, share, or likes one of your posts, that's all considered engagement. Clicking on a post, even if someone doesn't comment or like it, is still considered engagement. The more engagement your posts have, the more Facebook will share that content onto those particular followers' newsfeeds. If there's even more engagement with a particular piece of content, the more likely Facebook will treat that as a viral piece of content and push that post onto more of your followers' newsfeed, thereby increasing your reach. That is why it's so important to track your posts to see which ones are getting a higher level of engagement. The higher the engagement on a post, the more visibility it will get.
Perhaps there's a particular topic your followers are more interested in and are commenting on more than the other things you post, or maybe they are drawn more to the images rather than articles you post. You might find that your followers are more prone to looking at your posts during a particular time of day too. There are many metrics that can help you narrow down the kind of content your followers want to engage with and even what time of day they are more likely to read or comment on your posts. The more engagement you have from your followers organically, the more Facebook will push those posts onto their newsfeeds, thereby increasing more views from a new audience because now your post can now be viewed by your friends' followers and that could increase their interest in wanting to follow you.
But, rather than worrying about gaining more followers, it's more important to first focus on what your current followers are interested in looking at and commenting on. Fine-tune your posts first. If you increase the kinds of posts your followers are interested in viewing, you increase the likelihood of their engagement. The more engagement a post has, the more Facebook will post your posts onto their newsfeeds. Having your content posted on your followers' newsfeeds broadens your audience to their followers, enabling you to increase your reach to new followers and in turn, hopefully, convert them into being your followers too. This is how reach and engagement can work together.
One way to create more engaging content is to look at one of Facebook's features called "Insights". If you look at "Posts" under the "Insights" feature, it will show you which of your posts are getting the most attention. This is a great way to start building up your followers base. The more engagement you have on a post, the more Facebook will post that content onto your followers' newsfeeds. When that happens, this increases visibility beyond your page and thereby, extending your "reach" to other potential followers for your Facebook page. This kind of reach can be done by fine-tuning your content to your current followers' interests without having to pay for any ads. I would spend time to learn what types of content captures your Facebook followers first before spending any money on an ad because even though that paid content may ultimately "reach" more people, if nobody is interested in viewing your post, that content just floats by without any engagement and just ends up being a waste of money. Take the time to learn what your followers want to engage with, comment on, and share, and not just the ones they click on. Build up your following organically before you start spending money on ads because no matter how much money you spend on trying to increase your reach if no one is interested in reading or engaging with your post, it won't matter.
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