Reach used to be the standard measurement for the total audience size available in a given medium for an advertising message, it was then co-opted to help define the earned impressions generated by social media. Now that branded content and owned networks are becoming a bigger part of the marketing mix , there is a need for an updated Reach KPI to measure how well content marketing is driving views and brand loyalty.
Most brands don’t need big fan or follower bases. The targeted paid content solutions in each platform is very good and getting better every day. If you want to reach a particular segment, you will do it with a thoughtful 3-step dance.
Brands are at a social media crossroads today. They can no longer rely on organic visibility on Facebook to drive the engagement they need to reach goals. Twitter and other social networks aren’t too far behind, either. As a result, expect to see the three trends above pick up steam today and in the foreseeable future.
It appears to have become an article of faith that organic social media reach is dead. The reason for this, so the idea goes, is that the social space has become so cluttered that achieving cut-through is now too difficult.
Social media marketers have been talking about Facebook reach for years. This week, however, their conversation took on a bit more urgency, thanks to Friday night’s Facebook announcement and a blunt blanket statement from Forrester Research that brands are wasting money by dedicating resources to the network. But I don’t think organic Facebook reach is going to be yanked from pages like the one I manage.
Let’s be honest: Using a brand Facebook page to reach your consumer audience was always a stupid idea. Organic reach, as it is now called, has always been a waste of time. It hasn’t been Facebook and its actions over time which has made it so.
As part of Facebook’s ongoing tweaks to what posts appear in your newsfeed, it has announced that it is to reduce the amount of “overly promotional” posts that we see. They want to reduce the extent to which organic posts by brands are, in essence, being used as ads.
Organic reach on Facebook appears to be rapidly approaching zero. So how do you beat the odds? In my article today, I'll cover 12 tactics to beat the Facebook algorithm and help you get your fan engagement back!
Is there any greater source of emotional debate and mis-information on the web today than Facebook reach? Part of the reason for so much confusion is that the truth is hard to come by. The real numbers are hidden behind company administrative accounts. There are only a few companies in the world with access to enough of these Facebook pages to make a meaningful statement about the true nature of Facebook reach.