FAN REACH – 6 key Metrics for Success!

Learn how to effectively analyse your Facebook Business Page! My blog series is aimed at business owners who want to make their Facebook Business Page work for them, and by this, I mean turning fans into loyal paying customers!

Each week I will bring you a key metric to measure the success of your business page! Check out last week’s post on “Engagement”! Every week I will show you were to find these metrics on your page and explain why they are important to measure and finally what the metric is telling you! To measure is to succeed! Once you understand what the Key Metrics for Success are and how to interpret them you can build a social media presence which turns followers into loyal paying customers!

Page metrics such as “Likes” are nice to know information, we all love to see our page Likes increase, its affirmation for our hard work! However, “Likes” don’t offer meaningful data to analyse and ultimately create marketing strategies which work! Post metrics are the true indicators for the health of your content and ultimately your page, this week I will focus on the metric “ FAN REACH”.

FAN REACH

“Fan Reach” is the actual number of your fans who saw your posts. Fan reach is an indicator of the health of your content and quality of your audience! A decline in reach is a sign you need to rethink the content you are sharing! It also signals your audience may not be your “real audience”, what I mean by this is the quality of your audience may need to improve (like all Facebook Business Pages we invite all our friends to like our page initially, it’s great to have friends! However, if these friends form a large proportion of your audience and they are there only as supporters to you and your business, you have a real problem!

Facebook hides posts from timelines which are not interacting with your content! Your supporters may also decide to hide your posts from their timelines as your content isn’t of interest to them! This reduces your reach over time, less and less people see your posts, slowly reducing your online presence!

The good news is the higher the quality of your audience and the more interesting your content, the more fans (and potential fans) you will reach.

Knowing the numbers of who actually sees your posts will help you to make better decisions in terms of targeting and content creation the cornerstones of your marketing strategy for Facebook!

Where to find your FAN REACH METRICS!

Unlike the Organic / Paid Reach Metric which is clearly visible on the insight page under Posts! The Fan Reach Metric is not visible on the Facebook Insights interface; you need to dig a little deeper! This metric is only available in an Excel file available for download! The following screen shots will illustrate where you can access this information, it’s a tad more time consuming to find but the data is invaluable to your marketing efforts!

Insights – Overview – Export Data

Click “Page Data” for data type, select your data range, I have selected the last week! Click Export Data! An excel file will download with your page data!

You will find Fan Reach under the label “Lifetime Post reach by people who like your Page.”

What Does this All Mean!

If for example the number of people who saw your post are low analyse the following:

Posting times & days of the week, ask yourself am I posting when my audience are online?

Post Content, ask yourself am I posting engaging content?

Identify the Posts with the greatest reach, ask yourself what type of posts were they? Were they video posts, if so you might want to replicate this type of post again.

Tweak your strategy, reassess and keep measuring until you get the formula which is right for you and your business! Good Luck!

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Thanks Sinéad