Post reach is the breadth of the audience a post is
potentially seen by. In more traditional
media terms, they call this type of reach “impressions.” The
reach is influenced by the number of followers the poster has because each of
those followers will get the post in their news feed. It’s also influenced by the sharing action
that happens with the post. If it’s
shared, then the post has the potential to be seen by all the friends of the
sharers in addition to the poster.
Post engagement is the discussion and interaction that goes
along with a post, including comments and likes and click-throughs. This is an important element of measurement
because the more people engage with the post, the more likely it is to show up
higher in Facebook users’ news feeds.
This is true on a global level – like if a post is trending generally it
will show up higher in news feeds – and it’s also true on an individual
level. The more an individual engages
with an organization’s or a person’s posts, the more that organization or
person will show up prominently in their news feed. As Facebook becomes more ubiquitous and the
market becomes crowded with voices, getting to the top of peoples’ news feeds
will be the only way to be seen on Facebook.
Insights is a great analytics tool available in Facebook
because it allows you to see how people are reacting to your posts. You can determine what types of posts seem to
get the most engagement, what times of day your audience seems to be paying most
attention, and more. Combining this data
with demographics information can also help you understand who in your audience
is more excited about which types of content.
You can also gauge the potency of any significant communications efforts
you undertake.
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