The ability to differentiate between post reach and post engagement is, without a doubt, extremely instrumental in the promotion of our business through Facebook. Post reach reports on the amount of post views that have occurred, while post engagement will report the number of viewers who go beyond views and actively click. One blogger expressed the benefits clearly, stating that knowing post reach could be used to quickly build your fan base or getting more visibility for a post. On the other hand, businesses wishing to build relationships with their customers would be better served by focusing on post engagement.
Of course, having this data alone would hardly serve a purpose without being able to interpret the numbers and employ a combination of strategies to maximize your efforts. It would be as if a physical store, before internet, wanted to be sure the most people saw their products whether it was by television, radio, mail, or even just choosing a store location with the most foot and car traffic. However, they may not know if a certain method had been the most effective, while another may have been a poor use of money or resources. With that in mind, it would be highly beneficial to know not only how many people had seen your product or service, but how many acted on that. In the past this may have been done through tracking which marketing method resulted in a call, visit to the physical store, mail order, or even if it was recommended to another party. At that time, this may have been done by surveying customers individually, which would have taken a lot of time and still not produce very accurate results. Facebook Insights does both of these by measuring reach and engagement, allowing businesses to access this information without having to rely on a survey or other customer intake.
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