It’s easy to get lost in the wonderful world of social media. Ultimately, it’s a platform to promote and eventually sell your products and services. So, you post something, it gets liked, maybe even loved, shared and commented on. That activity is great, but how valuable is it really? To define your ROI, there are a number of key metrics you could be comparing – impressions, engagement, likes, shares or website traffic. But when it comes to Facebook, you should be paying particular attention to reach. Here’s why.
Reach – what it is and why it matters
Reach is the number of people who see your content. It affects every other metric you can track: engagement, likes, comments, clicks and negative feedback. There are different kinds of reach: post, page, organic, viral and paid.
Everything boils down to reach, it’s the most important statistic in Facebook insights. This article from Emeric Ernoult puts it nicely:
"Facebook did not invent reach; it’s been widely used in the advertising industry for decades… Reach was the safest way to place a value on advertisements, and the best metric to inform educated choices as to which media to advertise on".
Similarly, it gives you the best chance to truly measure how effective your social presence is. Our experience working in New Zealand social media shows people are less likely to ‘like’ and engage with content – they read, look at and take in without clicking, liking, following or commenting. One client, Daisy Brides, is a great example of this – women looking for wedding dresses don’t necessarily want all their friends and family to know what dresses they’re looking at. Daisy’s page has around 1,200 followers and is now starting to get over 15,000 reach per week. Another client has around 6,000 followers and gets between 30,000 – 50,000 reach per week, mostly organic (not paid) too.
Tracking organic and paid reach
Facebook reach falls into three different categories. To effectively manage your social campaigns, you should be tracking each of these regularly and looking at ways to increase them.
Types of reach:
How to increase organic reach
To reach a wider audience with your content, you can, of course, pay for it – with boosted posts or Facebook ads. But organic and viral reach are the true golden tickets, so they appear naturally in your targets’ news feeds. Achieving this comes down to building a relationship with your audience with good quality content. That means not just posts about products, but great images, videos and engaging content that’s relevant to the reader.
The Selective’s Account Manager Rebecca says “Social media can be so saturated, so it has to be content that is both relevant to the audience but also interesting and topical. Posting for the sake of posting does not work.”
Take an integrated approach
Increasing engagement and organic reach starts with thinking beyond the platform. You’ll find you get the best results when your social activity is built into your overarching marketing plan – one that’s backed by a sound strategy, and real understanding of your competitors and target audience.
Then it’s a matter of defining content that is relevant to your brand and message, while also being compelling to your particular market.
Here are some tips to help grow your reach:
Measure your reach
As an integral part of your marketing plan your Facebook page should build on other activity to maximise return. Measuring that return is a critical part of building on your success. When it comes to Facebook, you need to be looking beyond clicks, and likes – these only give you one piece of the puzzle. Measuring reach will give you the best chance of truly understanding if what you’re doing is actually worth it.
For a chat about how you can increase reach on your company Facebook page get touch with The Selective.