Reach is a crucial stat to keep track of when trying to grow a fan base. Reach is basically how many people your ad is being blasted to and how you are infiltrating people's timelines (the algorithm is very important to keep in mind). Organic reach (unpaid posts) is on the decline across all platforms, including Facebook. That is why having a paid campaign that is thought through and well executed is a top priority. One of my professors said something I thought was worth sharing, "A well-executed good marketing plan will always outperform an extraordinary poorly executed plan." Since organic reach is declining, most of your following will come from these paid posts, so it's vital to optimize your content to fit within Facebook Ad's guidelines while also making sure it is attuning to your target audience.
After you catch interest in a prospect, you must nurture it and make them excited for your content and build a relationship with them. This is measured by how much engagement you receive (though it won't be 100% accurate like all the other metrics). Liking, sharing, following, reposting, DM'ing are all different ways people can interact with your content. It's critical that your post schedule stays consistent as the algorithm will wreck your unpaid content, even if people follow you. One reason I'm not in love with the "Like" is that it is a secondary action to the user. That gets looked at very closely by marketers. People can like the content that you are posting and choose not to like it because of the algorithm. The algorithm has a way of skew your feed to related content of recently liked posts. This has led people to steer away from liking the content they somewhat enjoy just so their timeline won't be infested with the content of the same nature. I know this because I and many others I know refrain from liking posts, even if we find it to warrant a like. That being said, engagement as a whole (even likes) is a very important measurement. It shows how well you are manifesting excitement and relationships with these prospects.
FB Insights can inform businesses on many different aspects of their marketing campaign. With reach, how well is FB blasting out your content? Facebook deems some posts to be not ad-worthy and will limit exposure on posts that don't follow those suggestions/rules. By looking at your reach (and how much you're spending), you can average out how much it costs to get 1 set of eyeballs on your content. This cost could be high, and you might need to reassess the content, tags, or your campaign as a whole.
Busines can use engagement for a lot of different aspects of their marketing campaign. One metric that interests me a lot is how many people follow the account after seeing an ad. Obviously, this is a huge goal as a marketer; this metric basically boils down the marketing/advertising role to a point! People who follow you (or at least click on the account) have a much higher chance of recalling your business/products at a later time. Once they click that profile, businesses have a profound opportunity to turn that prospect into a customer. This is why having links in your bio to learn more is STUPID IMPORTANT, as any interested customer can very quickly click to learn more about you.
I liked and commented on the following Facebook pages:
https://www.facebook.com/The-Alibi-Brewing-Company-102119868601428
https://www.facebook.com/AudienceEngagementSolutions/
https://www.facebook.com/The-Alibi-Brewing-Company-102119868601428
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