Reach & Engagement is understood. Then it becomes simple.
Post Reach
Post reach is defined by Facebook as, "the number of people who saw your posts". In other words, how many sets of eyes had the chance to see your posts on their screen?
Someone watching their Facebook feed doesn't have to do a dang thing to be counted as reached. Just having a chance to see something go by on the screen is enough. The viewer doesn't do anything. There is no click. They could be raiding the fridge for all Facebook knows, but the post reached all the way to their news-feed.
Reach - if a person had a chance of seeing the post, they have been reached.
Post Engagement
Post engagement has more to do with interactions. We could think of engagements as responses to something or conversations about something. "The Click" is the key concept here.
In order to "like" a post, a viewer has to click on the "like" icon. Likewise, a fan has to click to share a post or comment on a post.
Engagement is all about The Click. Facebook defines engagement as including all clicks.
Why is this important?
Reach is a good indicator of how well known your "brand" is getting. I'm talking about your business name, the name of your product or your service. How many news-feeds did the post make it into?
If you are trying to increase your fan base, reach many be an important consideration. If you are running a new business, this could be your first goal. Get your fan base going and engagement will come later.
Engagement lets you know what kind of people are responding to your posts. Strange thing is, you can have high reach, but low engagement. That is, lots and lots of people saw your posts, but nobody cared enough to click.
Awww, that's so sad.
On the other hand, some posts may be engaging people, but not really reaching very many. If you are trying to build a relationship with customers, build brand loyalty or measure purchase intent, then pay attention to engagement.
And make sure you're engaged, too.
Engagement on a post may mean that someone is "sitting up and taking notice". Your brand or product is gaining credibility when more people like, share and comment on it.
CONCLUSION
So the reach of the post is all about how many people had a chance to see your post. It is all about being seen, like a movie star being seen in a certain fancy restaurant. Everybody sees the star sitting there having lunch with their agent. Maybe people from other rooms in the restaurant also see the movie star. Reach is like the people in the restaurant seeing the star but not saying a word or doing anything about it. Frankly, they see the star but they are not really impressed. Maybe that last movie was a flop.
Engagement is like someone walking up to the star and asking for an autograph, or wanting a picture with the star. Another person might come along and make a comment on their last role in a movie. People at other tables begin to whisper and point. Even the server is talking to the cook. A crowd gathers on the street looking through the window into the restaurant and pointing.
The fans are engaged and the agent is very happy.
No comments:
Post a Comment