All You Need To Know About Your Facebook Reach [Study]

facebook

Engagement is one of the key words when it comes to social media. Creating content, reaching out to your fans and acquiring some more is what all of us aim for when updating our Facebook page or writing blogs. Therefore, it is necessary to understand that which kind of activity creates maximum engagement, reaches to maximum number of people and hence works wonders for your brand.

For this purpose, today I have written about a research by EdgeRank Checker where they examined a random sample of 5,500+ Facebook Pages, to understand engagement rates through different activities on Facebook – Like, Share, Comment. For this purpose, they analyzed over 80,000 of their Posts over the month of October (2011). 

Share of time spent on Facebook:

To begin with, it is very important to see where your fans spend maximum time, so that you focus on the right areas. Here are some statistics given out by comScore, which we see again and again, but make a lot of sense when quoted here too. Three out of four US Internet users visit Facebook daily according to comScore. Since participants spend a large part of their time (27%) on the homepage and news feed, this area has a greater impact on engagement.

comscore

Publishing frequency and effect on reach:

On an average, businesses posting content five out of seven days a week reach 16% of their fans. These results are in line with the reach between participants and their friends. According to recent Facebook analysis, a user’s status update reaches about eight friends (or 12% of their friends).

Additionally, the analysis suggests that increase in content publishing frequency from the Facebook Page directly increases fan reach. Each post on Facebook roughly reaches about 2.5% of fans. This makes sense since blog post frequency also improves reach. It is important to understand that content and publishing frequency must align with fan expectations or they would not be interested in your page anymore.

Further, each fan has the potential to reach another thirty-four friends, according to Facebook analysis of the top 100 brand pages.

Likes, Shares and Comments:

To make your Facebook page more effective, recent EdgeRank Checker research shows that you have to go beyond just posting content. Content needs to generate engagement from fans like comments, likes and shares.

Specifically, the findings show that content which has received one like on an average had 3 clicks, while for a comment it gets 15 clicks. Here are the statistics:

  • Avg Clicks Per Like: 3.103
  • Avg Clicks Per Comment: 14.678
  • Avg Clicks Per Impression: 0.005

Therefore, comment results in roughly 4 times the amount of Clicks. It was discovered in the research that shares and clicks vary on different days, which is a further extension of statistics we read in Buddy Media report, where we saw engagement rates differ on a daily basis. This is good to keep this in mind when working on your conversational calendar. Here is a graph which shows the same.

shares_clicks_

Shares, Clicks and Page Size :

Shares are very important in driving more exposure to your content. Sometimes asking your users to Share a Post can be enough to help the content spread further.

While most of the EdgeRank Checker research focused on larger company pages, it’s significant to note that smaller companies had more interaction. This is attributable to having a more targeted base where it’s easier to create tailored content.

Here is a graph that shows how shares and clicks vary by page size.

shares_clicks_pagesize

So, it is good to make a note of all this while working on your content and publishing schedule. Is there anything that you would like to share with us, we would love to hear 🙂


Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.