The Facebook page was launched August, 2015. There are 16-20 posts per day, which is considerably more than most business pages. However, the frequency doesn’t seem to have a detrimental impact on audience growth. I attribute that to the mix of subject matter; culture, food, history, nature and travel. By drawing upon a variety of themes, the overall presentation appeals to a broad, diverse, audience.
The post frequency allows New Mexico Nomad to provide interesting articles, beautiful photos, compelling videos, as well as sharing content related to local businesses and products without alienating the audience.
Posts have a purpose; to pique interest, provoke hunger, or to cultivate a desire for a product, service or experience. I pursue partnerships with companies that I would genuinely recommend, because the power of social media marketing is getting the affirmation via word of mouth and inducing amplification via shares.
The Facebook audience mirrors Facebook’s overall composition. It is 60% female, with a strong local and regional following. Four of the top five markets are in New Mexico. El Paso is one of the top five and 87.69% of the audience is over 35.
The Facebook audience is different than Instagram and Twitter in many ways. The most notable is that it is a New Mexico fan club. Whereas visitors use the page as a resource, the communication has a distinct, friendly community ambience. When someone asks a random question, like where’s the best green chile cheeseburger in Farmington, other people following the page will respond with suggestions within a matter of minutes. From a business perspective, I consider the Facebook audience the existing customer and, potentially, the loyal, repeat customer. In contrast, the Twitter customer isn’t necessarily aware of what New Mexico has to offer, but they become interested over time.
I incorporated comment fields on most of the content as part of the recent website redesign to further encourage the community dynamic, and to spread the benefit of local input beyond Facebook. Comments allow me to pool good suggestions from the Nomad audience, to get more locals involved, and to memorialize the interesting stories and recommendations that are currently lost to the speed of the newsfeed.
Impressions refer to the number of times a post from a page is displayed. For example, if someone sees a page update in their Facebook newsfeed and then sees that same update when a friend shares it, that would count as two impressions.
Why the steep decline in December? Other than campaigns and promoting partners for the holidays, I wasn’t active on social media throughout December due to rebuilding the website.
Reach is the number of people who received impressions of a Page post. Using the previous example, the post reached one person, though that individual saw it twice.
Engagement on Facebook is when people perform actions on your content. Facebook calculates engagement based on the number of clicks, likes, shares and comments on a post.
Engagement rate refers to the number of people who’ve engaged with the Facebook post divided by the number of people who were reached. For example, if you had 10 likes on a post that reached 100 people your engagement rate would be 10%.
Why Should I Care About Engagement?
The relationship between engagement and reach is co-dependent. Prior engagement determines whether followers see posts. It is a major variable in Facebook’s EdgeRank algorithm, which determines whether followers are exposed to your content.
The algorithm determines interest based on past behavior. The companies claim that algorithms enhance user experience, though the censorship typically provokes more backlash than appreciation. Regardless, posts are like bait. If followers don’t interact with posts, the page becomes invisible to them. To maximize the reach, it is necessary to elicit a response from followers. Pages need reach to build engagement and they need engagement to increase or maintain reach.
I haven’t found a handy online calculator to auto-calculate the value of Facebook posts. However, based on a formula by Sponserv that factors in engagement on links, videos, and graphics compared to the cost associated with post boosts, the average value is $363/post. This is not a factor when structuring campaign pricing, because my goal is to make create effective campaigns on behalf of small, local businesses. Regardless, it is an important piece of data, collected regularly, to assess performance and effectiveness. I would be happy to provide the data and calculations for verification.
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