There appears to be confusion over what the new Facebook reach stats at the bottom of business's posts mean.
As Econsultancy's social media manager Matt Owen explains, the figure shown on your SME's posts does not mean that the message has only been sent out to this number of people. Rather, he explains, it simply points to how many of your brand's fans were online when you made the post.
When the number climbs up, it means more of your fans are logging on to the social networking site. Likewise, when it drops, it simply shows that individuals are signing off. When you make a post, it will still show up in the News Feeds of your fans, as well as in the Ticker. Should they 'like' the post, the effect will remain multiplied, with this action popping up on the News Feeds of their friends.
Mr Owen highlighted the example of a post he made where 306 people were reached, which is five per cent of Econsultancy's total fan base. As the day progressed, this number eventually climbed to 1,686 as more individuals logged into their accounts.
Enjoy content marketing success beyond Facebook's reach
While it is always good to see high reach levels, this does not mean your content marketing has been a success. Yes, more people might now read your SME's post, but the best results you can have from your copy are for individuals to share it, comment on it and act upon it.
Two of the most important numbers you should be looking at are how many comments your posts have, as well as the number of your Facebook fans who 'liked' it. A recent Searchmetrics study found that social signals have more a force to be reckoned with in Google Search results.
When looking at the strongest correlations with high rankings, Facebook shares topped the report, followed by the number of backlinks. Facebook comments and 'likes' also entered the leading five things companies should strive to achieve for SEO success.
To learn more about how content marketing can have a positive impact on your search rankings, as well as sales and profits, read the below ContentPlus articles: