By: Jessa Robles
Brand pages allow businesses to share relevant news, offers/deals, thoughts, photos and ads to its fans and in return fans have the chance to join the Facebook community by providing feedback to the brand or fellow fans. Sadly, organic reach is declining for brand pages after Facebook’s algorithm changed last year.
According to a Social@Ogilvy report, organic reach dropped from 16% of followers to 6% in February of this year.
With this news, it’s more important than ever that brands share relevant information and measure their engagement with the fans that organically see their content.
We believe that reviewing metrics and calculating engagement rates are important daily duties. By calculating engagement rates, a social media management team is able to determine what’s working and what’s not working. For instance, photos may engage consumers on one brand page, but may not interest fans at all on another brand page.
Here are some things to consider when calculating Facebook engagement rates:
• Find out when your fans are on Facebook the most – Make sure you are posting during prime times.
• Use daily engagement rates to see what works best (photos, links, questions etc.).
• If something isn’t working, strategize a new way to do it.
• If something is working, keep doing it, but don’t overdo it.
• Make sure you are calculating based on your reach.
There are multiple ways to calculate Facebook engagement rates. Depending on your budget, you can purchase social media management tools or do it on your own. If you are working with a smaller budget, here’s one way to calculate your engagement rate.
This formula helps us in our content marketing strategies because as Facebook organic reach declines, we adjust our strategies accordingly. It is possible to reach fans organically, but it will take the best of the best content to keep engagement rates up.
How has calculating Facebook engagement rates helped your brand’s Facebook page?