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Definitions:
Reach is the theoretical number of people who were able to see the post. This includes on the FB business page, as well as copies of the post shared on the pages of individuals.
Engagements are the things people did to interact with the post. This includes liking (or any other reaction “emotion” allowed by FB) the post, clicking on the picture to see a larger version, or sharing the picture on
the person’s own FB timeline.
Shares are the cumulative number of reposts of the original post, made by individuals on their own timelines.
Posts 1 – 4 are baseline posts, made with the sole intent of engaging the interest of the people following the page, and getting an idea of the number of possible post views. While post #1 may seem like a Sell, it’s actually just a Tell – there’s no true call to action (CTA).
Posts #2 & #4 are meant to acknowledge the Thanksgiving holiday. They’re “social lubricant” posts – made to fulfill the expectations of page fans/followers.
Post #3 is the only one without a picture. It performed beyond expectation. It had a reach better than 5 other posts, and had some of the highest engagement and share percentages.
Posts #5 & #6 are simple Tell posts, but made with graphics meant to be especially eye-catching.
Post #7 has the greatest reach by far of any of the ten posts. This is because of the number of Likes and comments. When an individual interacts with a post, that action is broadcast to their connections. The engagement percentage here is high because of the number of people clicking on the picture to be able to read the text of the menu.
Post #8 & #9 are Asks. While these posts have the lowest reach of the ten, the percentages of Likes/Comments/Shares are the highest of the lot. This
is most likely because people like being asked for their input, and feel important when sharing their opinions.
Post #10 a straightforward request for help. It asks people to Like and Share posts made on this page. That’s why this post got a high number of Likes and Shares. It has the 2nd highest reach behind #7 – the picture of the lunch menu.
Many businesses attempt to maximize post reach, but the reach is in no way indicative that the post is reaching your target audience! If you’re looking to
reach new eyeballs, ask your readers to share the post. However, to build a relationship with your fans, create Ask posts that request their opinions. Selling to regular customers is more lucrative than attempting to find new
ones, so don’t forget to Sell products & services, and ask them to visit your location or website.
