Although
closely related, The Post Reach and Post Engagement features of the Facebook
Insights tool are quite different. The Post
Reach simply tells the user how many people have seen the post in their newsfeeds.
The Post Engagement tells you how many people are interacting with
your content, meaning how many post, likes, shares, comments, or clicks anywhere
on the post. What marks the success of a post better than ever is the ratio of these
two (the latter to the former): the Engagement Rate.
This rate conveys
the fraction of your audience that is engaged with your posts, thus indicating
the quality of your content. It is important to keep track of all of these
because if a post is reaching a fairly large amount of people, but not engaging
the readers, Facebook’s news feed algorithm marks it as low quality. Too many
low quality posts mean less chance of your posts appearing in your fans News
Feed in the future.
In addition, regular
review of these metrics help you understand what content your fans are most receptive
to and then you can work on creating quality content that your audience will engage
in.
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