You measure your success by 'likes & shares'
Posted: Sun Jan 19, 2025 3:53 am
Because how many people actually view your fan page? Marcel thinks that it is better to focus on good content than on a nice cover photo: “Most people only come into contact with your Facebook posts, for example because a friend – who is already a fan – likes a post . Your fans mainly see your posts, not the Facebook page itself. Dive into the mindset of that fan!”
Myth 3: It's all about engagement and interaction
For some time now, you can no longer rely on your Facebook posts to appear on the timeline of all your fans. In fact, “on average, you only reach 16% of your Facebook fans with an update. For many companies, this percentage is even lower,” says Menno Wagenaar , Global Business Partner at Facebook. This development means that companies have to invest even more in relevant and good content . As a good example, he mentions Red Bull , a company that stands head and shoulders above the rest when it comes to reach.
You can tell, I’m talking about reach here. Not interaction or engagement. Aren’t those the most important goals? No. At least, not according to the experts. “Engagement is not your goal!”, says Wagenaar firmly. Research he cites shows that more engagement does not increase your offline sales. What you should focus your updates on, according to him, are fans and – even more so – the friends of your fans: “they are four times more likely to buy something if your friends interact with a certain brand than if those friends show no connection.”
facebook_fansengagement
Two major beer brands: here you can clearly see that the number of likes does not always correlate with engagement.
Hans Maltha (Yes2Web) explains to us that there are three types of reach:
Organic reach : how many people saw my post?
Viral reach : How many of my fans' friends saw this post?
Paid reach : The reach you have with your paid campaign.
Bet on the winning horse
It is worth comparing the reach and engagement figures. Where are the differences and where is there still room for improvement? Unfortunately, Facebook does not yet offer the option to compare these figures with other (similar) companies. Hans has one last tip: promote content that works well, after you have checked these figures. “Research shows that it makes more sense to go for the winning horse and give it an extra boost . Posts that already have little reach will not do better with such a boost .” Kill your darlings , in other words.
We don't talk to billboards, do we?
Many of the people you reach but don’t respond are lurkers . But is that a bad thing? qatar mobile phone number list Is interaction really the goal of your Facebook posts? Marcel van der Heijden: “Don’t we also think it’s normal not to talk to billboards or commercials? And should that always be the case on Facebook?” A point to think about.
facebook_keyperformancelike
Companies are still too busy with 'likes', we are blinded by them . Hans Maltha sees it happening: "Companies often measure their performance by the number of likes. This does not even come close to the power of Facebook. Think of visibility, influence and especially the encouragement to action. You do not measure that with likes." Marcel van der Heijden adds that the number of likes you see is only the tip of the iceberg. You cannot tell what friends of friends see: "1% of what happens can be read from the number of likes."
People who 'unlike' are actually interesting
And what about the number of unlikes, people who decide to 'unlink' your page? A pretty drastic decision. According to Hans, this group of people is interesting: it is worth finding out when they drop out. Maybe you will see that a certain type of post is the culprit or another decision. See also the photo of the slide above about the beer brands Brand and Bavaria.
Myth 3: It's all about engagement and interaction
For some time now, you can no longer rely on your Facebook posts to appear on the timeline of all your fans. In fact, “on average, you only reach 16% of your Facebook fans with an update. For many companies, this percentage is even lower,” says Menno Wagenaar , Global Business Partner at Facebook. This development means that companies have to invest even more in relevant and good content . As a good example, he mentions Red Bull , a company that stands head and shoulders above the rest when it comes to reach.
You can tell, I’m talking about reach here. Not interaction or engagement. Aren’t those the most important goals? No. At least, not according to the experts. “Engagement is not your goal!”, says Wagenaar firmly. Research he cites shows that more engagement does not increase your offline sales. What you should focus your updates on, according to him, are fans and – even more so – the friends of your fans: “they are four times more likely to buy something if your friends interact with a certain brand than if those friends show no connection.”
facebook_fansengagement
Two major beer brands: here you can clearly see that the number of likes does not always correlate with engagement.
Hans Maltha (Yes2Web) explains to us that there are three types of reach:
Organic reach : how many people saw my post?
Viral reach : How many of my fans' friends saw this post?
Paid reach : The reach you have with your paid campaign.
Bet on the winning horse
It is worth comparing the reach and engagement figures. Where are the differences and where is there still room for improvement? Unfortunately, Facebook does not yet offer the option to compare these figures with other (similar) companies. Hans has one last tip: promote content that works well, after you have checked these figures. “Research shows that it makes more sense to go for the winning horse and give it an extra boost . Posts that already have little reach will not do better with such a boost .” Kill your darlings , in other words.
We don't talk to billboards, do we?
Many of the people you reach but don’t respond are lurkers . But is that a bad thing? qatar mobile phone number list Is interaction really the goal of your Facebook posts? Marcel van der Heijden: “Don’t we also think it’s normal not to talk to billboards or commercials? And should that always be the case on Facebook?” A point to think about.
facebook_keyperformancelike
Companies are still too busy with 'likes', we are blinded by them . Hans Maltha sees it happening: "Companies often measure their performance by the number of likes. This does not even come close to the power of Facebook. Think of visibility, influence and especially the encouragement to action. You do not measure that with likes." Marcel van der Heijden adds that the number of likes you see is only the tip of the iceberg. You cannot tell what friends of friends see: "1% of what happens can be read from the number of likes."
People who 'unlike' are actually interesting
And what about the number of unlikes, people who decide to 'unlink' your page? A pretty drastic decision. According to Hans, this group of people is interesting: it is worth finding out when they drop out. Maybe you will see that a certain type of post is the culprit or another decision. See also the photo of the slide above about the beer brands Brand and Bavaria.