Week 5 Part B:

Facebook Insights

    Post reach and post engagement are tracking tools offered by Facebook to track how well your message is getting out to the public.

    Post reach is a tracking measurement of how many people saw a particular post. Page reach is a similar metric but tracks the total views that all posts receive. Post reach gives a good indicator of how many people are seeing your traffic. Post reach can provide good insights into the best times of day to post content. Different demographic and geographic groups are on Facebook at different times of day. By measuring post reach you can more accurately post content at the appropriate times of day to reach the most eyeballs. Post reach information can also help determine if you have connected with active Facebook users or casual observers. It can also help determine if people liked your page, and then blocked your posts. Post reach can also help determine appropriate content to be seen through Facebooks algorithms. Post reach is especially critical once you are paying for boosted reach. Facebook breaks down reach into multiple categories, including paid reach. That way you can easily compare organic reach with paid reach and spend your marketing dollars appropriately.

    Post engagement is best used as a measure of acceleration. Post engagement shows any time a post is interacted with. If it is reacted to “Liked”, commented on, shared, saved, if your page is liked, if the photo or video is viewed, or if a link is followed. These tend to be the most valuable of interactions. Post engagement means that not only did someone see a post, but they did something. That something may be good or bad, but it needs to be looked at. Changes in post engagement are primarily going to be driven by new users. Existing fans will differ slightly in how they respond to posts, but large changes are going to be driven by new fans. A page like from a post is an engagement, but it is limited. Once someone likes a page, that interaction is done. Fans will already know what images and videos they want to interact with, but new views mean new fans. Likewise, fewer views indicates that content needs to be updated or improved. Post engagement is a great indicator of the direction of your social media growth or stagnation.

    Combined they provide powerful insights for companies to use to tailor their social media posts for their audience. They also can provide key metrics for when to increase or decrease your social media presence, content, or advertising funds.

 

Commented on: Daniel England, Jonathan Golding, Anthony McCarthy, and Eric Tangedal

Comments

Post a Comment

Popular posts from this blog

Week 9 Part A

 Adding a Personal Touch   People are scared of new things. People don’t like using products they don’t know or understand. Personal stories can be a great way to introduce people to new products by appealing to their emptions.   A “how-to” blog or vlog can introduce people to a new product. A “how-to” post can be even more effective by showcasing individuals that are also new to the product. Think of old infomercials. They would almost always have a host that was “inexperienced” with the product and a host that was the expert. The expert would show the “novice” how to use the product and it would appeal to the average person. Your blog can do the same.   Case studies can appeal directly to people, the more genuine the better. People like to read about real product experiences. People read reviews on Amazon, Yelp, TripAdvisor, and RateMyProfessors. Blogging can be an easy and curated way to provide your own reviews. Real customer reviews provided as blogs or vlogs can help inspir
Read more

Week 16

 Social Media Management Tools Social media management tools are designed to reduce cost, provide efficiency, and deliver analytics to manage ROI. There are many options. Which option is best for a business depend very much on that business. First, let's examine what they all do. They all integrate multiple social media accounts into a single platform. They all manage post publication and scheduling. They all allow a variety of social media platforms (different amounts for each one). They all coordinate analytics, either onboard analytics, or coordinated external analytics. They all are going to cost. The free versions are basically trials designed to get companies to purchase a subscription service. Now the differences: Sprout Social.  Sprout Social is largely seen as the top of the social media management mountain. Sprout Social manages multiple social media channels with a "cohesive and powerful dashboard" https://www.pcmag.com/picks/the-best-social-media-management-an
Read more

Week 10 Part A

 Email Marketing - Newsletters In general, conventions require a great deal of planning. Consequently, convention trends tend to evolve slowly. I feel like AES newsletters should be sent out quarterly.  Most conventions take 6-12 months for planning. Most event planners only handle 1-2 large events per year. Quarterly newsletters would have the best chance of reaching the appropriate audience with timely information; without being overwhelming. New technology features, rollouts, and updates of our service would be the most important things to highlight each quarter. Most technology releases and updates happen on about that timeline, so that would work very well. Even though that information would be the most important, it wouldn't necessarily be the most highlighted information. New and updated trends within the industry would be the most highlighted features. New technology is great, but showing how that new technology supports what the event planners are already working on would
Read more