Facebook Reach Analysis
Does post engagement on Facebook actually create reach?
The number of users who will see an individual Facebook post is governed by Facebook’s proprietary formula called EdgeRank, which is itself driven by user behavior – it’s complex, and unfortunately, largely unknown.
This report aims to shed some light on how people interact with brands’ Facebook content, and whether their behaviors affect the other Facebook users who see that content.
There are three specific insights included in this analysis:
1) The correlation between post engagement and reach on Facebook
2) Effects on reach by post frequency
3) Effects on engagement and reach by post type
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What others are saying...
Featured in an eMarketer Daily article entitled "What Encourages Facebook Engagement?" this Web Liquid study was positioned alongside Momentus Media research ("Engagement & Interaction: A Scientific Approach to Facebook Marketing") which identifies call-to-action performance on Facebook pages.
How did we do it?
We gathered 3 months of data, from March through May of 2011. Data was collected from 16 unique brands spanning a broad range, from consumer products to fashion icons and major international sports leagues, with Facebook fan counts from a few thousand to over a million each, and many in between.
Collectively, our sample included 3.5 million Facebook fans and a total of 1,527 posts. To our knowledge, this the largest analysis of Facebook reach conducted on behalf of marketers.
Other research from Web Liquid
How to pick a Social Media Monitoring tool
Choosing among over 40 vendors of social media monitoring tools, we focused on paid, enterprise-level tools with cross-channel coverage. During our demos, we evaluated social media monitoring tools based on the following:
• sentiment accuracy
• sources monitored (e.g. blogs, forums)
• metrics to determine influence
• query structure
• raw data access
• segmentation capabilities
For a comparison of social media monitoring tools, look no further than our 2011 Social Media Monitoring Tool Buyer's Guide.
For more on our Word-of-Mouth & Social Media Marketing services...
Social Media Monitoring: Word-of-Mouth is not a marketing medium, it’s a conversation amongst consumers about the products & services they want to buy, might buy or have bought.
Social Media Analytics: Aggregating social media metrics is essential. Our Brand Dashboards are aimed at providing you with a consolidated view of all your social media activities.
Community Development & Engagement: Instead of focusing on getting consumers to engage with advertising promoting a brand, we get them to engage directly with the brand by building communities.