Reach More Facebook Fans
Yesterday, I was talking with a client about how "Reach" of a post, in social media channels such as Facebook, is important because without "reach" you will not have content engagement. To be clear the term "reach" means the number of people that a Facebook post is delivered to. The misconception many Facebook users have is they believe every piece of information they post or share reaches or is seen by all their family and friends. This is not TRUE - and not possible!
Facebook, similar to the Wizard of Oz, has a guy behind the curtain. This guy, for lack of a better name, let's call him Mr. Algorithm, makes a bunch of calculated decisions on who sees what and when. This algorithm does not work in the best interest of small businesses. For a small business to get on the good side of Mr. Algorithm the content you post (share) on Facebook needs to fall in line with what your fan wants to see. Your fan gets 100's of pieces of content fed to them when they access facebook. Most fans average over 100 friends and families and also like on average 100 pages or brands. If each Fan received 1 piece of content from their friends, pages and brands each day a single person would receive over at least 200 pieces of content to review.
The average Facebook Fan spends 50 minutes per day on Facebook. If a Facebook subscriber did receive 200 pieces of content from family, friends and pages, and they were to read all of the content within 50 minutes each piece of content would get 15 seconds of view time. Now, when I say content you need to understand I am talking about Links, Photos, Status Updates / Events and Videos.
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Some content only takes a few seconds to review while other content, such as video, may consume as much as 30 seconds or greater. Photo's tend to consume 3 seconds per photo viewed. As a result, a photo collage post of 20 images can consume as much as 1 minute of the precious 50 minutes. It would be a perfect world if there was an even distribution of content delivered to Facebook subscribers but the reality looks more like this:
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To make matters worse, on average Facebook, courtesy of Mr. Algorithm, inserts one piece of Sponsored advertising per every 10 pieces of content. So, the content feed chart looks more like this:
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If a Facebook subscriber engages with the posted content as much as 3 minutes can be consumed before the Facebook subscriber continues reading and viewing their newsfeed. So, a good content strategy will have a mixture of content posts that align with the Facebook content types.
We recommend a strategy that delivers 2 - 4 pieces of content per day. Assuming you post 2 pieces of content per day by the end of the week your business will have shared at least 14 pieces of information. Your plan would look something like this:
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So, would this be so hard to accomplish? This is the minimum level of activity you will need to keep reaching your fans and having them engage without paid advertising. Do you believe you can take 7 photo's per week? Create at least 3 Blog posts or share 3 links to great content, do 4 status updates such as check-ins, quick updates to your fans and finally build 1 30 second video. If you can do this you are well on your way to being a social media pro.
Once you have your content plan in place you need to monitor and measure the results. Why? Well, the charts I have shared are based on averages we have observed across several brands including our own Facebook page. If you need help feel free to schedule a Focus Chat with us about your social media strategy.
