I signed on a new social media client 6 months ago, managing their Facebook page. I was reviewing their page stats to compare what engagement was like on their page for the last 6 months and what it was like for the previous 6 months.
This graph shows the reach of the client’s Facebook posts over the last year. The right half has been while I have been managing the page, and the left half was before I started managing the page.
Obviously, the maximum reach points over the last 6 months are greater than the high points during the first 6 months. Not only that, but many of the minimum reach points since I’ve been managing the page are also higher than the previous maximum reach points. In fact, in the previous 6 months, there were periods where their content saw no reach at all.
For comparison, the average daily post reach over the last 6 months was 328; the average daily post reach for the previous 6 months was 82.
This graph measures reactions, comments, and shares over the same period, and we a similar pattern: low engagement in the first half of the year and greater engagement in the last half of the year. Previously, they rarely received comments and shares; now, they regularly receive them. As well, they have never had a period with no reactions on their posts since I took over, and only a single point where there were no shares.
Room for growth
Obviously there is still a lot of room for growth. Comments are quite low even thought they are higher. Even shares aren’t that high either. But then again, I’ve been at it for only 6 months. I focus on organic growth; It’s slower, but it results in better long-term engagement with your followers.
How I did it
I took a 3-pronged approach:
- I increased the number of pages they followed to create a larger curation pool.
- I interacted with content on those pages.
- I shared content from those pages (2 – 3 posts per day).
By increasing my curation pool, it gave me a greater selection of content to choose from to share on their page. By sharing content and liking and commenting on that content on others’ pages, it encouraged them to interact with and share content from my client’s Facebook page. By sharing several posts per day, it increased the number of news feeds on which their content would appear.
What tricks do you use to increase Facebook reach on your company page? Let me know in the comments below.