ENGAGEMENT, ENGAGEMENT, ENGAGEMENT!

The most important thing for your Facebook business page.

Some people may tell you that Facebook page likes and Instagram Follows are the end goal with your social media presence. In theory they are right but in practice they are wrong. Just because you have 5,000 likes or followers doesn't mean that they are an active, engaged audience. In fact, if they aren't active and engaged, Facebook and Instagram are limiting the posts they see from you.

Facebook and Instagram are much like Google in this way. They want to show their customers (users) what they want to see and if they aren't engaging with your content, it must not be something that they want to see. This is why it is so important to build an audience of active, engaged fans. People who will go out and advocate for your page. Who feel the need to share it with all of their friends and family. The more engagement you get the more your content will show up in peoples feeds.

So, what is Facebook engagement?
Engagements are likes, shares, comments, etc. Facebook rewards posts and pages that have high engagement rates. Don't know what your engagement rates are? Well, if you have a business page they are not hard to find.

Let's take a look at the engagement stats for your Facebook business page.
Log into Facebook and go to your business page. On the top bar, under the Facebook search bar, you'll see links (Page, Ad Center, Inbox.....). On this bar you will click on insights.

Once we are on the Insights page we will scroll down the page until we see a section labeled Post Engagements. Click on that box.

Once we are on the Post Engagements page there will be a good deal of valueable information. For simplicity's sake we are going to look at 3 keys pieces of data.

The first of these statistics is the 'When Your Fans are Online' tab. This should be at the top of the page and show up by default.
This is a VERY handy stat that can help you decide what time of day to schedule your Facebook posts. This will show you when your fans are online and active. We LOVE active, engaged fans, right? So make it easy for them to engage with you by posting when on their schedule instead of your own.

This is easy to achieve by scheduling your posts either directly through Facebook or with a 3rd party app such as HootSuite. We highly recommend posting directly through Facebook, but we totally get that it is much easier to do with an app.

Next, we are going to take a look at the 'Post Types' tab.

This tab lets us see, at a glance, which type of posts get the most engagement on our page. For us, video is definitely where we need to focus our efforts. Your engagement rates could vary, maybe photos work better for you.

This can also help you decide what type of posts need more work. What should you focus on improving upon? Maybe you need to take more interesting photos. I can tell by looking at these stats that we could really up our photo game.

The last thing that we are going to look at today gives us much more detail about how well each of our posts is doing.

Scroll to the bottom of the page and look for the section labeled 'All Posts Published'. This will show your posts with the most recent at the top. It will show you your post reach (how many people the post was shown to by Facebook), the type of post and the Engagement. The engagement is further broken down by the type of engagement. Blue for post clicks and pink for reactions, comments and shares.

As you can see, our most recent post about a local boutique was a video that has, so far, reached 1.8k Facebook users. We've had 329 post clicks and 68 reactions, comments and shares. Not too bad considering it just went live around an hour ago.

All of this on a page with only 350 likes.

I hope that you can see now the importance of creating engaging content on Facebook and Instagram. I also hope that I made it clear that page likes mean little in comparison to engagement. If your page has 5,000 fans that don't engage it is no better off (probably worse) than a page with 300 highly engaged fans.

Keep these things in mind when you are creating content for social media.

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