Facebook Data Collecting is a tool that innovated the digital businesses. The ease of finding information about your public target, which before needed to be done "manually"by research on data websites and it was actually a guess, is something that brings much more accuracy on business data to develop a marketing plan and strategy.
Post reach: The post reach is the amount of account that saw your post on Facebook (on their feed specifically). In other terms, we can say that this is the "passive" tool where it shows only the people who simple were reached by your content.
Post engagement: The amount of interaction accounts had with the posts (whether they liked it, shared or commented). This is the "active" tool that will show how your post affected people and how they reacted to your content.
All analysis on Facebook Meta Business are very detailed and sorted by dates, showing the increase (or decrease) of your reach. Some of the options that they have are:
- Facebook Page Reach (how many people saw your content - including stories, posts, etc)
- Facebook Page Visits (how many times people went to visit your page)
-New Facebook Page likes
- Content engagement
- Current audience and potential audience (sorted by demographics of age, city, country and with some statistics of who is a potential target marked based on those results).
Post reach and post engagement are because with them the business can narrow their public audience and fit their needs, see the feedback from their posts, analyses the demographics and decided what type of strategy they will use to reach the users they want to prospect.
For example, with the post reach you can see how many people saw your page, but if the discrepancy of the amount of people that were reached is high compared to the people who actually engage with you, then you might need to change the strategy of your posts, because of course you want to be visible, but if you don't have the engagement and interaction with the public, the amount of people who saw your page will be just a number, high or low, it wont bring you success. If you have 1k followers/like and most of them engage with you, like your content, comment and share is better than if you have 10k with no interactions.
Those tools are so important because they measure everything for you, and from there you can start to manage your page based on what is being attractive and to whom.
If your audience is more young, you will have to adjust to have a communication that the youth enjoy and it holds their attention (such as memes, reels, use of slangs, etc), but if you find out that your public has more age, then you have to think about how to hold their attention. And with the tool of post engagement, you can see what type of content is being attractive and what should you stick to.
Let's say you start posting "fun facts" about your company every week on your page and you see from the metrics that it has been consistently attractive, people are liking and engaging, then you have this positive feedback and you can keep doing it to create this loyal audience, but if you see that people hasn't been interacting much, then it's time to think about something else that could be better for the page.
The potential audience is something very interesting to work on, specially when you are fresh new on the business world and are not sure where to start with your target plan. You can use the potential audience as the first step to try to create content and also, when you are already in the business you can go there and check if you can expand your target.
In general words, the facebook tools bring innovation for the digital world and also, for the business to be creative with their content and precise with their analysis and metrics.
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