Reach versus post engagement...
As one scrolls through their facebook page they are bombarded by images, posts and stories. Everything you 'see' is a reach according to facebook. When I click on it, like it, write a comment, I am engaged and recorded as such. Engagement is important because people are actually interacting with and having a conversation with the business. In marketing, if I recall correctly, it takes 6 points of contact to move someone to an action. This is seeing the name, interacting with a name, etc. We want post engagement, we will take reach...for now.
What I believe I can learn from the FB insights is what folks are interested in. However, I don't think this is going to be very accurate until one hits at least 200 likes. The first 70 or so came from friends and a few friends of friends. I appreciate the support, but these folks aren't going to make me rich. The insights I am interested in will come when people who have walked through the store or purchased something become engaged. This will tell me the types of things they are interested in based on engagement. I recently offered a free lotion for commenting under a photo. This resulted in over 60 likes and a great deal of engagement. What I can tell from this is that people like free things.
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