Author Box
Articles Categories
All Categories
Articles Resources

How Far Do You Reach With Facebook?

June 13, 2012 | Comments: 0 | Views: 193

As a social media strategist, I manage a fair number of Facebook pages for clients. Much of my day involves growing each presence and researching methods for increasing followers and subscriptions, and crafting quality content that encourages fans to share that information. As social networks evolve, not just Facebook, they tend to change the rules and in turn makes jobs like mine more interesting and challenging. Recently, Facebook has allowed page administrators to see real-time results of their actions in the form of "reach" statistics per status update. As hard as you work to promote your business or project through Facebook, however, you may be disappointed with what you see.

First, let's define reach. Next time you're on your Facebook page, check the line of stats underneath the like, comment, and share links. You'll see a number (100 people reached, for example) and a percentage point. The number represents how many people saw that particular status update, and if you hover over that link you'll see how many of those 100 people are organic or viral viewers. Organic viewers have already liked your page, and viral folks are friends of those people. Both demographics are important, of course. You rely on your organic audience to continue visiting your page and reading/liking information, and the content you provide must prove compelling enough for the viral audience to grow and transfer to your organic grouping.

So, 100 people saw one post. If 100 people are fans of your page, you have a perfect record and should pat yourself on the back. If you have 7,000 fans, though, it means your message only reached a small percentage of your captive audience! According to Facebook Marketing, pages will reach an average of 16% of overall fans.

It's wonderful to have thousands of fans attached to your business page, but if so few people actually get the message you could be shouting in the wind.

Why, you may ask, is this reach so low. People have liked the page, so they should see statuses appear in their news feeds, right? Well, yes and no. As we mentioned earlier, Facebook likes to change the game often. The move toward the Timeline algorithm may have put off users who suddenly no longer see updates by certain friends. These days we have to be savvy enough to know how to adjust our feeds so we get what we want. As a page owner, you should know that the people you'll reach most often are the ones who actively seek out your information regularly. In turn, Facebook recognizes that since these people visit your page or access your information often, your updates are included in their feeds.

Similarly, people who don't check your page often don't receive as much attention from you because of this algorithm. Then the unthinkable occurs: out of sight, out of mind. That person remains a notch in your fan count, but they don't benefit.

How do you combat this and raise your reach? Here's the kicker: Facebook offers you the opportunity to promote individual posts. Unlike Facebook ads that direct users to specific pages or off-site links, promoted posts are designed to show in more feeds and hopefully reignite interest among established fans. Once they see you're still active, users may visit your page more often and re-enter the organic demographic, raising your subsequent reach.

Like their ad program, the promoted posts have no set price. You determine the cost and Facebook lets you know how many people will receive the notification. Thirty dollars, for example, could increase your reach by a few thousand people, while a hundred dollars highlights your post to tens of thousands. Remember, we're talking about people who have already liked your page!

The thought that you have to pay to speak up to people who already like your page may frustrate you, especially if you've spent money on campaigns just getting users to click the like button in the first place. You may wonder, is there a way to get around this and work organically toward reviving reach. There are a few tricks to try, but the effectiveness may depend on what you can accomplish via Facebook:

  • Make sure your followers know to adjust feed settings so your updates show. Have them hover over the page's like button and click "Show in News Feed."
  • Engage those followers you do reach. Respond to comments, positive and negative, and show support through likes. You may find those fans become more active, and you can increase viral reach.
  • Be visual. One thing I've noticed on some client pages is that the reach jumps when we post a photo or upload a video (as opposed to linking to either). Having the media directly on the page increases sharing potential, so definitely create some viral graphics.

Lastly, don't feel discouraged by low reach numbers. Think creatively with your Facebook marketing, and experiment with your page. It only takes one action to create a reaction that sends your information everywhere.

Kathryn Lively is a freelance writer specializing in articles on social media writing and Facebook marketing services.

Source: EzineArticles
Was this Helpful ?

Rate this Article

Article Tags:

Facebook Marketing


Facebook Pages


Facebook Page


Social Media




Social Media Optimization

Hence the professional search engine services are very beneficial and also help to increase traffic and clients on your site. This is also helpful to attain target and increase sale. Is you have

By: Mukesh Kumar l Internet Businesses > SEO l December 28, 2012 lViews: 348

Some people are still unaware about how helpful the redesigning of website can be for them. In order to have a better understanding, these people should have clear knowledge the importance of website

By: dauly rani l Internet Businesses > Web Design l December 27, 2012 lViews: 413

If you use SEO, Montreal is a great location for tapping an online audience because of the city's sophisticated business landscape. For your small Montreal business, maximizing your blog's visibility

By: quincycovillon l Internet Businesses > SEO l November 16, 2012 lViews: 218

As it is a well known fact that website development carries big dream of people; it is none other than revenue generation quickly. Although many people fantasize that creating and building website

By: Mohsen Ansari l Internet Businesses > SEO l November 16, 2012 lViews: 267

Today everybody is after a successful business and to make a business successful one goes to any length resorting to different tactics. If anyone has an online business, he must be trying best to

By: suresh chakma l Internet Businesses > SEO l November 04, 2012 lViews: 217

Website development has transpired as an industry in the last decade. A company or a person develops web sites to be placed on the World Wide Web in the field of web development. Here Helena tries to

By: newagesmb l Internet Businesses > Web Development l October 26, 2012 lViews: 204

Having attractive friends on social networks can make you more appealing to other people. If you want to extend your social influence only choose attractive friends.

By: Graham Jonesl Internet Businesses > Social Networking l April 24, 2012 lViews: 153

Have you heard about Polyvore? It's a social networking site where people can look for brands and products and create their own collections called sets. Once you've created a set, you can share it

By: Maria Duronl Internet Businesses > Social Networking l April 23, 2012 lViews: 172

LinkedIn is a great place to meet professionals in any industry. It allows us to connect and interact with people who share our interests. We can also connect with people who can be potential

By: Maria Duronl Internet Businesses > Social Networking l April 23, 2012 lViews: 151

Have you wanted to sign up with LinkedIn but thought it sounded too complicated to begin? Just another profile to maintain? Oh, no.

By: Erin Kennedyl Internet Businesses > Social Networking l April 22, 2012 lViews: 168

Cover photos seem to be the most popular feature of the new Facebook Timeline feature, so many users are wondering how to make the best of them. Here are a few tips to help you out.

By: Ivan Tokicl Internet Businesses > Social Networking l April 19, 2012 lViews: 181

In the vast majority of service users agreed that a limited field for entering messages is a very convenient solution for posting short messages. And this is a fact. Limited space helps them to

By: Asanka Dahll Internet Businesses > Social Networking l April 15, 2012 lViews: 135

The Oriental rug that has graced your dining room for many years shows evidence of staining. Your living room carpet, a high-traffic area that's a favorite place for relaxing and play indoors,

By: Kathryn Livelyl Home Improvement > Flooringl July 10, 2012 lViews: 213

According to an article on the Mobile Healthcare Today website, the healthcare industry has been slow to embrace the advantages of VoIP technology. While Voiceover IP services are used throughout the

By: Kathryn Livelyl Communications > VOIPl June 29, 2012 lViews: 140

When I signed a contract for a small premium publisher to release my mystery novel, I knew that the imprint focused more on digital sales than print. The book was released in eBook and paperback

By: Kathryn Livelyl Writing & Speaking > Book Marketingl June 29, 2012 lViews: 191

Maintaining the right temperatures in the workplace is key to ensuring good productivity and safety. When the office is cool in the summertime and warm in the winter, employees can work in comfort

By: Kathryn Livelyl Business > Architecture Designl June 29, 2012 lViews: 158

As the manager of a bank or other financial institution, you relay on strong communication and computers to keep information secure and transactions and other operations simple. Even a small-town

By: Kathryn Livelyl Business > Workplace Communicationl June 13, 2012 lViews: 220

Depending on where you live, shoes are considered more than a necessity to protect your feet as you walk - they are viewed as status symbols. Young children wishing to emulate a favorite athlete will

By: Kathryn Livelyl Business > International Businessl June 11, 2012 lViews: 298

Discuss this Article

comments powered by Disqus