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15.04.2016 09:45
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Most online stores actively participate on several social media channels - above all on Facebook, YouTube and Twitter. Stores use social media to improve customer relationships and interact with their target audience. Facebook is still the most important social network in many countries. This article teaches you what interaction rates and reach really mean, how you can interpret the raw data and how you can continuously improve your store's social media presence.

Social Media Marketing for online stores

Interaction rate and reach - what's behind the numbers?

Having loyal customers is especially important in e-commerce. While modern consumers are bombarded with offers, buyers value much more than just getting a good deal. Customers also want to know who they are buying from and what the company stands for. The Facebook engagement rate indicates how often fans interact with a page. In other words, it paints a picture of customer involvement. The engagement rate is determined by the number of likes, shares, clicks and comments. It is calculated by dividing this total interaction rate by the number of people who saw the post on a particular day. As a rule of thumb: 90 percent of visitors will not interact and 9 percent will only interact occasionally. A good interaction rate is anything over one percent. Tip: Take a look under Best Post Types to see which of your posts got fans to interact the most. Use this information for future posts.

The reach is the number of people who have seen a post. "Seen" simply means that the post landed in a person's newsfeed. But since the Facebook EdgeRank algorithm determines which posts appear in a user's newsfeed, not every fan sees every post. Only approximately 16 percent of fans see a post. Reach is especially important if you are trying to get new fans excited about your online store. There are two different types of reach: organic and paid reach. Organic reach is the number of fans and non-fans who see your posts. Non-fans see your content when fans share or like your posts. Paid reach is the number of people who see your posts as a result of ads. There are several different analysis tools that you can use to understand your raw data.

Use sponsored posts to increase your reach

Sponsored posts and ads are one way to increase your paid reach. But having a wider reach will not help your store if it means sacrificing your interaction rate. Users who do not interact with content will see less and less of it in the future. Therefore, make sure that your social media marketing strategy does not focus exclusively on paid reach. Rather, concentrate on creating good content that your customers regularly like and share. By the way: Facebook pages with 1,000 to 10,000 fans have an average reach of 19.7 percent. The average interaction rate is 14.9 percent. If a page has 10,000 to 100,000 followers, then the average reach drops to 13.3 percent and the average interaction rate drops to 8.9 percent. Sponsored posts are a good way to tell how many users you can reach beyond your "usual suspects" and how these readers react to your post. Did you gain a lot of new fans from a recent promotion or did most of these fans "unlike" your page once the promotion ended? Sponsored posts are a helpful tool for gathering data and making improvements to your social media strategy.

When it comes to social media, it is difficult to give exact figures that your online store should reach. Try out several different formats to see which content improves customer relationships and which content detracts from them.



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