For companies that use Facebook to reach new and existing customers, measuring how effective they are at actually doing this is important. The time and resources that are expended to create and maintain an effective Facebook and social media presence should have a return that is worth the investment. Facebook provides statistics that can help businesses measure their effectiveness.
Post Reach is a statistic that allows the business to know how many people have actually viewed their content. As with any type of advertising, not all people who see your ads will respond to them. You will need to have a larger audience than your actual clients to generate new business.
Post Engagement is a formula that is intended to tell you the level of interest those people you have reached have in your business. The Post Engagement formula is Likes + Comments + Shares. If someone Likes your page, then something you have said or some content you have provided has caught their attention. It is desirable to get comments because those can be indicators of what people actually think about your company. These should be read and responded to, so people can see that you are engaging with them. This makes for a more personal relationship with the person viewing. Shares mean that the person actually thought that what you posted was worthwhile enough to share with their network and friends. Recommendations coming from personal sources will always have more weight with someone than a blind contact.
Businesses should use these statistics to evaluate how effective they are at actually using Facebook. They should evaluate their Engagement numbers. If they are low, then the business should focus on how to add content that would attract and get people involved. I think that as Engagement grows, the Reach numbers should also grow since personal referrals are happening. If you have great Reach numbers, but low Engagement numbers, then you should evaluate how your content could capture more interest. Comments should always be read and responded to.
By effectively using Facebook and the available statistics, businesses can grow their companies and impact those companies have by leaps and bounds.
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