Links:
-(https://www.socialmediatoday.com/content/interpreting-facebook-page-insights-reach-vs-engagement)
- (https://www.socialmediaexaminer.com/how-to-use-facebook-insights-to-improve-engagement/)
There
are a few key distinctions between post reach and post engagement. Post reaching
can be defined as the art of attracting other users’ attention to one’s posts.
When businesses create posts, it is their
responsibility to do everything they can to be noticed by social media users
who might not otherwise notice their posts. In other words, post reaching is
basically the advertising work that contents creators like businesses must do
before it becomes possible for other users or potential customers to respond to
new posts. Users that are not employed by these businesses are not obligated to
click on businesses’ posts on social media, nor are they responsible for these
businesses’ success or failures with drawing attention to their posts. Post engagement,
on the other hand, refers to the likelihood that people will spend time
critically responding to a post after reading it or seeing it. Unlike the post
reach strategy, post engagement involves post readers having to use their
critical thinking skills and ability to express their reactions and opinions about
posts that they just read. According to Facebook, engagement encompasses all of
the total clicks that businesses manage to court from users, not just responses
that involve users leaving written feedback (SocialMediaToday). From my
perspective, engagement appears to be something that interested users are more
likely to do, and reaching appears to an act that always begins with content
creators such as businesses wanting to advertise their products online.
Knowing
the difference between the terms post-reach and post-engagement can be crucial since
individual businesses do not all have the same goals in mind when they create
posts on Facebook, Twitter, or any other social media platform. For example,
new companies on Facebook typically want users to partake in engagement after reading their new
stories by posting their opinions in the comments sections of Facebook. These
news companies now that they are advertising knowledge or sensationalistic
headlines to their audiences, and they are probably more interested in knowing
more about what type of people respond to their articles and what those
people’s thoughts are as opposed to signing users up for paid subscription
plans to their magazines, newspapers, journals, and blogs. However, I feel that
businesses that are more interested in selling concrete physical products (not
abstract, intangible knowledge) are more likely to focus on reaching social media users with advertisements about their
products, which can include coupons and sales. Businesses that want reach
potential consumers do not necessarily always want these consumers to leave
their personal feedback about their products on social media because there’s a
risk that consumers can use social media platforms to go to businesses’ pages
and write unflattering comments bashing the quality of the goods and services
that these companies offer. Businesses that reach out to potential customers on
social media do so with the intention of encouraging them to learn about their
businesses and whether the goods and services that they are offering would suit
their needs. For example, a jewelry company like Brilliant Earth is probably
more likely to reach users on social media by leaving product images linked to
their official website on their social media page. Businesses like this want to
encourage users to learn more about their products while maintaining control
over their business reputations. They generally do not want to be challenged by
users who may never bought anything from them and are simply on their pages to
“troll” them with negative feedback.
Businesses with a presence on
Facebook should learn to how to use Facebook Insights in order to serve their
customers more effectively. One method for doing this would be for businesses
to adopt the regular habit of checking their engagement rates on all of their
posts. By doing this, businesses can determine which types of (more popular)
posts they should devote time to creating, and which type of posts that they
should consider eliminating in the future due to the lack of engagement or user
responses generated from these posts (Social Media Examiner). In order to take
as much advantage of Facebook Insights as much as possible, businesses should
adopt the routine habit of downloading Insights data, which appears in the form
of Excel spreadsheets that they can analyze and later identify patterns from
(Social Media Examiner). If businesses perform this task regularly, then they
will always continue to stay informed about what kind of content that their
Facebook visitors are more likely to click on and display an interest in.
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