Understanding Facebook Reach
Facebook Reach means POTENTIAL eyeballs that might see a post on a Facebook page. This is the number of feeds in which a post appears, i.e. whom it is ’shown to’, not who actually sees it, or stops and reads it.
The Facebook bots automatically calculate this figure based on where the post gets placed on Facebook. In turn this is influenced by the audience that normally engages with the page, how many of those are online when it is published, and how much attention the post gets soon after it is published. Going forward the actual reach of a post will also depend on how much attention it continues to attract.
Why is Reach Important?
Reach is horribly important because better reach statistically increases the number of people who are shown it and that in turn increases the chances of more people potentially reading it and engaging with it… and engagement is the Holy Grail of social marketing.
Once you have people’s attention and they are engaging with your content then it’s all about what you want them to do. For most businesses that is usually how many click throughs a piece of content gets, and then how many conversions.
As a general rule the higher the click-through rate, the higher the conversion rate will be. However, that will depend on the content they are going to, the landing page and what CTA (Call to Action) you have set up on your website… but it all starts with the reach.
How do I Know If People are Engaging?
You can track click throughs on Google analytics as well as Facebook. It is best to tally them up as sometimes the stats vary slightly. This is because Facebook measures how many people click off to the website and Google measures how many people arrive at the website from Facebook, and sometimes people drop off in the gap. Obviously you want to track what actions people take once they are on your website – and you want them to convert. However, from a Facebook point of view all engagement is good and will increase reach, as Facebook will deem your content to be popular and therefore important.
How do I Increase Facebook Reach?
Making sure a few nice people/employees are on stand by to like, comment, share posts as soon as they are published (within 30 minutes) is key. That will help ‘tell’ Facebook that this is popular stuff, which will help give your Facebook page an organic boost. Advertising regularly will also help give the organic reach a boost, as I explain here ‘How to Create Social Media Traction‘.
In conclusion, higher reach results in better engagement on social media, which should then result in higher traffic to the website AND increased sales if you have all your digital marketing ducks in a row. If you haven’t, give us a shout.