My social media efforts are average at best. And of the many options available, Facebook is where I still have my roots firmly planted. It’s both the most frustrating to use but still the one that offers the best connections. That’s party my fault for never visiting the other networks but maybe also because Facebook is not dominated primarily with only photographers.
For page owners, Facebook offers two statistics. Post Reach and Post Engagement. The reach is the number of people who were supposedly shown the post and the engagement is a measurement of likes and comments. It’s that engagement measurement (formerly known as EdgeRank) that contributes to a score on how interesting the content may be and who should see it.
So I tried a small experiment this weekend and specifically asked for people to ‘like’ or comment on an image if they saw it. I would then compare that number to the reported reach (unique impressions). From the 1500 people who are subscribed to my timeline and after 12 hours, Facebook reports that 9400 users had seen it. From that number, 319 people acknowledged they saw the post by ‘liking’ and 173 comments were left. Who the other 9000+ users are… I have no idea.
If there was anything to learn from this, a post really needs to get traction quickly to gain steady momentum. Without those comments (because friends see where friends of friends comment) to snowball, it quickly disappears and the reach dramatically shortens.