Engaged Users. This piece of data that I like to look at is the number of engaged users by post. This is the number of people who have clicked on your post. This can mean anything from a user clicking and viewing a photo, or actually taking the next step and liking the photo, or even further engagement such as commenting or sharing the photo. The reason this data piece is so key, is that you can tell which posts people are willing to comment, like, or share the most. This can be meaningful when developing new posts that your community will engage in and you can cater to those people. Why does it matter? These are the people that tend to be brand loyalists that can turn into brand ambassadors. Understanding what these users like will help improve your overall strategy.
People Talking About This. This metric is fairly straight forward; it is the number of unique people who have created a story from your page post. This breaks it down of who liked, commented, or shared the post. This number is great for seeing which types of content you should be posting. In other words, do people talk more about photos, quick status updates, questions, links, etc.? While engaged users takes into account who clicked on a link or photo, talking about this simply factors the number of comments, likes and shares by a given post.
Reach. There are three different types of reach; organic, paid, and viral. Organic Reach is the number of people who see your content in their News Feed. Over time, organic reach can tell you how well you have optimized your content’s distribution times and through other channels. Paid Reach is simply the number of people who have seen your content through paid advertisements. When having more than one ad running at a time, these are good numbers to compare how well different demographic factors did in relation to one another. Viral Reach is the number of unique people who see a story by your page through a Facebook friend. For instance, if a fan comments on a wall post, this will then be published to their feed, and their friends will see this in their own News Feed. Think of it as a virus. It starts with one person (your brand), then if one person (a fan) comes into contact with you, they will then spread it to anyone else they come in contact with (their friends). And it has the potential to go on and on. By looking at the difference between Organic and Viral Reach, you can understand which content is being shared the most, and applying that information to your strategy.
These three numbers can tell you a lot about your Facebook strategy, and give you some insights into how to improve it.
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