In our previous Social Media Guides we discussed how to improve your Facebook presence using paid advertising. Facebook ads are a great way to increase the number of people who see and engge with your content. There are other ways to reach more people that don't involve putting paid ad spend behind your content. One simple way is to improve your organic reach.
Facebook defines organic reach as the number of people who had an unpaid post from your Page enter their screen. Organic reach can be broken down into viral and nonviral. Viral organic reach includes the number of people who had any content from your Page enter their screen because a friend likes, engages with, shares a photo, or checks into your page. Nonviral organic reach includes the number of people who had any content from your Page enter their screen but does not include seeing it from friends.
In other words, it's people who see your content because they follow your page or because their friends are engaging with it.
With the high amount of posts people see in thier newsfeeds on a daily basis, it can sometimes be difficult to break through without spending money. This is why we use short, clean copy and eye catching graphics in all of our posts. However, there are steps you can take to help your posts break through.
Southern Tire Mart is an established Facebook page with almost 8,900 likes. All of their posts get an average reach with above average engagement. This is because they engage with their audience. When someone comments on a post, Southern Tire Mart will either "like" the comment or reply to them.
We often ask questions in our curated posts to boost engagement. In one of our recent posts we asked people about the strangest thing they ever found stuck in their tires. People did not disappoint. Railroad spikes, garden tools, antlers, you name it. The engagement was great for clients across the board, but especially high for Southern Tire Mart.
This post reached over 4,300 people and had over 1,855 engagements. All with no paid advertising behind it.
This was by far one of their most successful posts. They had so much success with the post because they responded to everyone who commented with fun and relevant gifts. By doing so, other people were more likely to comment on the post because they were seeing it more frequently in their feed and because they saw the brand responding.
Taking the time to reply to comments lets your audience know that you see them and you're listening. Southern Tire Mart found a way to show their audience that they are listening while having some fun with it.
Engaging with your audience on social media is more than just likes and comments; it's about building a connection. The more you engage with your audience the more likely they are to engage with you.
For example, a page with even more followers than Southern Tire Mart saw less engagement on the same post. In fact, Southern Tire Mart's engagement was 13.7x higher and the reach was 5.5x higher. Even though they have a smaller following, their reach was so much higher because they were constantly commenting on the post which as a result, encouraged more people to comment. That is the power of organic reach.
It is important to engage with your audience on social media. Just like you should greet them if they walk into your shop, you should respond to them if they comment on your posts. It's all about building relationships and simultaneously improving your organic reach.
If you have any ideas or questions about how you can improve your Facebook presence in 2019, make sure to ask your Net Driven Customer Relationship Manager! They'll make sure to pass it along to our Social Media Specialists.