Week 5: Facebook Post Reach and Post Engagement

Post Reach and Post Engagement

Learning about this is fascinating!

Post Reach is almost exclusively about getting "Likes."  It may be the result of Facebook Ads one has purchased or a "request" to "Like." The "like"  could be linked to an immediate "reward" such as a discount  While "likes" can be useful so that the business has the potential to "engage" or interact with current and potential customers, my impression is that it is not as long lasting. In a "post reach" situation, a current or potential customer is not as likely to keep returning as they don't have a reason to.  More often, this is business rather than consumer driven.  It is not about the "conversation" or building the relationship.

Post Engagement seems to be a more natural or "organic" way of getting "Likes." The current or potential customer is drawn to the Facebook page because of compelling content, requests for feedback or an "ask the expert" opportunity. It is more likely that a customer who "likes" as a result of a post engagement will be a repeat visitor as they have come to the Facebook page of their "own volition." The "like" will be a "byproduct" of their visit to the page, not the main (and possibly) only focus.

Facebook Insights

Facebook insights allow the business to analyze how their posts are being received.  By looking at the Facebook analytics, one can assess the following: Did a "like" or comment result from a particular post?  Does the type of post influence the user?  i.e. does a video result in a comment or "like" more often than text?  Does the time of day or day of week influence the user?

A business can use the above information to alter the type of Facebook posts to use and the timing of them.  Though the type of business will influence the approach, the business can design posts that better meet the needs of their customers.  For example, a service business is likely to have a different type of post than a highly visual product to insure the highest possible type of engagement.  In some businesses, the picture "says all."  In other businesses, words remain of paramount importance.  Most likely highly successful Facebook marketers use a combination of both depending on the particular goal or campaign.

One idea I had from reading the book and your lecture was offering to problem solve Mother Daughter Book Club challenges…I could "invite" (of course how do I do that) mothers (or daughters if old enough) to pose a challenge they have had in starting or sustaining their Mother Daughter Book Club. On the positive side, I could request favorite books for different grades and "start" the "conversation." I'm still not sure how I would actually do it (step 1, click x…I mean a very specific way to "start.").  One of my goals is to have a site with enough "traffic" that I could sell  recommended books via a "pass through" situation…(for example Warwicks has an affiliated marketing program).

Thanks again!

iris