One of the key metrics to pay attention to at the very top of the funnel is reach. How many people are you getting in front of on a regular basis?
Facebook fans, Twitter followers, LinkedIn connections are all great and important as a very first step towards growing your presence. That said, how much of the audience you've accrued actually sees your stuff?
Here's an example. In Twitter's Analytics, this is the information we see by default:
So far, so good. Over 86 days, I accrued 1.2 million impressions. With 80,000+ followers, that works out to 14,000 impressions a day, or about 17.5% reach in aggregate.
But there are details and nuances. Above, I've highlighted how a recent tweet has performed. It's accrued only 1,100 impressions. What if this is the more common scenario? How would we find out?
I downloaded my stats from Twitter (just push the Export CSV button) and plotted average impressions out on a line chart:
It looks like the median reach of my tweets on a daily basis is actually about 2,150 impressions. This tells a very different story: my actual reach for any given tweet is 2.69% of my audience size.
Imagine, if you're trying to benchmark yourself against competitors, and you see a particularly fearsome competitor with a million followers, how much less fearsome they appear if only reach 26,900 of them?
What's the antidote to this lack of reach? We of course know what the various social networks would like us to believe the antidote is:
Beyond that, what else can you do? The simplest thing is to cross-pollinate; by sharing the same content on multiple networks, you can reach potentially different audiences. For example, if we examine my Google Analytics traffic, we see that Twitter generates slightly more than 2/3 of my social visits:
If I focused only on Twitter, I'd be missing 30%+ of my traffic from other networks. That's why I typically will post the same content on Facebook, LinkedIn, Pinterest, etc. I also use email marketing to reinforce what I share socially, to ensure that content gets seen by as many people as possible.
If your social media program isn't performing as well as you expect it to, take a look at your actual reach metrics. Find out just how many people are truly seeing your content, then test alternate methods and schedules to find what generates the best results for you.
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