Facebook Reach Vs. Relevance. What’s in It for Me?

seftonmedia
Steven Sefton Digital & Social Media Marketing Director, Sefton Media

Posted on July 4th 2013

Facebook Reach Vs. Relevance. What’s in It for Me?
 

It always bothers me when people ask, “how do I get a thousand fans on Facebook?” People are always freaking out about increasing their number of fans on Facebook. It drives me mad because the number is not what is most important. If you do the right things like create engaging content and follow the right strategy, fans will inevitably come. You will never reach all of your potential fans, if you do not focus on the things that matter most.

Cat reaching out

Image used under CC from RBerteig on Flickr

Reach

Facebook reach is a measure of how many of your fans see your posts. It does not measure how many have read or engaged with your post, it simply measures how many people scrolled over it in their news feeds. Reach measurement is not a metric of how valuable your content is either. I know many marketers who do not focus much on measuring reach. However, reach is still a factor in your social media metrics. Many people complain that their posts are only seen by 10% or less and that Facebook wants them to pay in order to make sure all their fans see their posts.

Think about this for a second: if only 50% of your fans get on Facebook on a given day and the average user is only on for 30-60 minutes and your post only has an average lifetime value of two and a half hour, having an average reach of 10-15% is actually very decent. Of course, it could be even better, but more on that later.

Relevance

Relevance is a measure of authority and trust. It tracks how information on your subject matter is spread on Facebook through your friends and fans. It measures sharing content that your audience wants to see, engage with, and even share with their friends. And that is where reach comes back in to play.

When targeting your audience, relevance can save money on your advertising expenses as you will target only your relevant audience with engaging content and target customers who are more inclined to buy your product or service. Why target everyone, when you can target people who are ready to buy?

Which would you prefer, reach or relevance? I’m going to offer you both.

Engage. Reach Will Follow

If you are looking to reach more people, then write engaging relevant content for your fans. If you know anything about Facebook Edgerank, then you know that the more your fans engage with your posts (commenting, liking or especially sharing), the greater reach and visibility your posts will attain.

Do you have the right strategy?

If you have a poor reach, you desperately need to look at your strategy. Are you posting at the optimal time when most people are online? What type of content are you posting? What days are you posting? What tone do you use?

Facebook Insights

Facebook offers free analytics for every page with over 30 likes. This free tool will help you gage what content does well and what days are best to post. It can also give you information about the demographics of your audience. Use this tool to help you plan your content strategy.

Final Thoughts

Simply increasing your number of likes should not be a key goal in your social media marketing plan. The plan should be to engage users with relevant content that your fans love to share. If you do, reach will increase naturally. Analyze your strategy: do more of the good stuff and change what is ineffective. Use the free tools that Facebook gives you to create an amazing content management plan.

Is getting a certain amount of likes a part of your social media strategy? Do you prefer reach or relevance? What are your concerns with Facebook pages?

 

seftonmedia

Steven Sefton

Digital & Social Media Marketing Director, Sefton Media

I own my own digital life and it owes me a digital living. I write mostly here at Sefton Media, but you'll also find me writing at The Social Penguin Blog too. If you can't find me there, I'll be in one of the great communities on Google+. Big fan of the great outdoors and if I'm not behind a desk, I'm usually outside on top of a big hill somewhere in Scotland.

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Comments

drekaz21
Posted on July 4th 2013 at 8:02AM

For close to two years that  my website has been online, I never really had Facebook fans primarily because I never knew of its viral importance and as such never added their like or share button on the blog.

However, on realising its importance some couple of months back ( 2 months precisely), I had to undergo a facebook sign up account and at the moment, my fans are nearly getting to 300.

As explained in your article, it is not just about the number of fans, but the content; I aim to improve the blog to make it a fan destination page.

 

Thanks for this great post

seftonmedia
Posted on July 4th 2013 at 4:56PM

Hi Dare,

Thanks for commenting.

What you also need to remember is even if you're not a Facebook user, someone in your audience will be and will want to share to their audience. 

I'm glad you have started to use call-to-actions in your blog. If a new user comes to your blog and sees you have had shares, it makes you more credible and trust worthy to the new eyes on the blog.

If it was all about the fans, we would all be buying likes and then total disaster would happen.

I'm glad you like the new post and please come say hi sometime on my social media profiles.

Steven