There are so many ways to measure the effectiveness of your social media efforts and while some are a bit more obvious than others, some metrics are just not as effective for measuring success.
A perfect example of this is Reach. Facebook Reach is basically, the number of people who see your content in their newsfeed. So let me explain….You know when you are on a road trip and you’re staring out the window and you pass billboard after billboard after billboard? You might see an advertisement for insurance or for a hotel or an ad to not text and drive. Regardless of what the ad says, Facebook Reach is just like that. Many people see the sign (or in the case of Facebook - a post), but hardly any will actually do anything or take action. So essentially, if you see that an ad you are running or content that you posted is getting a lot of “reach” that just means that it is showing up in that number of users feed. If they scroll by your ad or post, that will count as a view and therefore adding to the the number of those reached.
The thing to understand about Facebook Reach is that it is not a way to measure engagement because reach does not reflect those that have actually taken action or interacted with your content. Whether it is an ad or a post, likes, comments, shares, and clicks are the ways to measure the effectiveness of your objective.
Not everyone is going to take the time to stop and actually read your content. But, the fact that your ad or post passed by a large number of people in their newsfeed means there is more of an opportunity for users to take action so reach is good from that standpoint.
The other thing to keep in mind is that with Facebook’s recent algorithm changes, there is going to be a very small amount of your audience (your fans) that will actually see your post. Remember: Facebook is all about friends and family connecting so posts from Facebook Pages get pushed down in the newsfeed which makes it a challenge to get your audience to see your content.
You can build your organic reach by simply posting really good content. That could come in the form of an inspirational quote or perhaps a live video. Regardless of the actual topic, if your content is informative, engaging and interesting then you will reach a wider audience. If you simply post an image that says “sign up now” and/or “join my team”, the chance of that being seen in the newsfeed is slim to none.
If you know Facebook Ads, and I am not talking about Boosting a Post, then you know there are some strategic ways to get quality content in front of more eyes. With organic reach becoming more and more challenging, it is becoming a pay to play game at Facebook. What I mean by that is, what was once a luxury to spend a few bucks for more visibility is now a necessity.
Facebook Reach is relevant but not to be used as a measurement of success. If your content is not being seen by a lot of people then it might make sense to take a hard look at what you’re posting. Is it interesting and engaging? Or are you just trying to promote? The goal should always be to connect with your audience, build trust and then and only then will you will be in a position to get them to take action!
Also published on Medium.