Post reach can be defined as how many people’s News Feeds
you were and how well you are getting your name out there. We all know that you
could scream your name from the rooftops, but if that rooftop happens to be
above…say California School for the Deaf, chances are you won’t be heard.
That’s where post engagement comes in. Post engagement is how many people
actually do something with what pops up in that news feed. Those comments, likes,
or shares are what matters. WHO wants to know what you have to say? WHO is
telling their friends about you?
A business can use Facebook Insights to better serve their
customers by seeing what customers have been the most responsive to. If you
posted about your upcoming sale and it reached 5% of the people who liked your
page…well, then you need to ask why. What if 85% of your followers are male and
view your page the most on Monday nights and are happen to be huge Chargers
fans and your post was on Sunday right in the middle of the Chargers/Raiders
game? I’m going to guess that your post went down without notice (which,
coincidentally, is how I feel about the Chargers. Oooooooooh, I know! Burn!! Those are fighting
words here in San Diego!)
When your fans are online is key, but also what do they
respond to? Unless you have a crystal ball or have chipped every one of your
followers’ brains, that can be hard to decipher. So ask questions! Questions
can drive your interactions up by 10-20%! That’s huge! Here are some other
thought provoking questions you can use to help reach out to your followers:
In my BUS138 class, we had Bridget Ayers of GSW Consulting come to speak about this very topic. As she so beautifully
illustrated using her client Visit Oceanside, people react well to and want to engage
with images. People also love to see themselves featured. So how did she and
her team manage to make a hole in one? Visit Oceanside began reposting
user-generated images to their Facebook and Instagram feeds. The beautiful
sunset that you snapped a picture of while you were out for your evening run on
the Pier? What if half of the 23,830 followers saw your awesome picture and
half of that half reposted/shared it? You’d feel pretty cool…and probably take
more pictures. And then maybe you’d use those #visitoceanside #oceansidepier
hashtags to see if you get reposted again? Boom – post engagement!
Bottom line - there are many ways to go about getting the numbers, but
no one wants to be a number! Talk to your people! They liked you for a reason, right?
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