BizNis Africa
Latest News
What is the value of investing in Nigeria?
Active managers in Africa and frontier markets have to...
Facebook Africa gears up for Creative Week at #Loeries2017
Facebook is once again throwing its full support behind...
Angonix ranked top 3 Internet Exchange Point in Africa
Angonix, an Internet Exchange Point (IXP) based in Luanda,...
Foreign investment in Africa’s hospitality sector rises
The hospitality sector in Africa’s emerging markets looks set...
Emira Property Fund reports total dividend of 143.18 cents per share
Emira Property Fund today, 16 August 2017, reported a...
Lagos to experience 16% fewer airline seats on domestic routes
An analysis of seat capacity for travel to the...
New Angolan beverage plant approved for development
A company formed by Sun Ocean Holdings Ltd., a...
MTN Foundation donates ZAR250 000 to Tshwaranang Legal Advocacy Centre
MTN SA Foundation has donated ZAR250 000 to Tshwaranang Legal...
Infrastructure Africa encourages unity through regional projects
Intra-African trade sits at around 11% and if Africa...
Black asset managers control ZAR416 billion of SA investments
Black asset managers have grown to 45 in number,...

Klaus Germann, Hellocomputer Digital Media Director

A better understanding of exactly when a brand’s potential audience is online and most receptive and responsive to content gained through access to and better analysis of data, would go a long way to assisting social media managers combat the dwindling organic reach figures coming out of Facebook.

This is the opinion of Hellocomputer Digital Media Director, Klaus Germann in response to a recent article by Facebook’s Brian Boland, who leads the medium’s Ads Product Marketing team.

The article addresses the drop in organic reach on Facebook; organic reach being defined as the number of people someone, or a brand, can reach for free on Facebook by posting to their or the brand’s page.

Germann concedes that Boland confirms what he, and others in the industry, have known for some time now, that the increased activity on Facebook has created a situation where there is too much content to absorb, and Facebookers’ own filtering combined with the algorithm filtering have dramatically reduced the efficacy of brand presence on the medium.

However, Germann also believes that high organic reach can be attained by coupling great posts and relevant promotions with a greater understanding of the content consumption patterns of the target audience.

“A key metric that should have accompanied Boland’s article is the fact that Facebook is one of the few mediums to post increasing engagement rates and clicks for its ads while the the vast majority of other online ad formats are experiencing declining engagement rates,” he says.

“So, knowing when the audience is most likely to be online and most receptive to brand messages or ads, and then putting interesting and engaging posts into the mix, should go a long way to achieving the brand’s reach objectives. Coupling this with targeted paid promotion of these posts will go a long way to exploiting the part of the Facebook algorithm that looks at engagement rates as a factor for determining the organic distribution of a post.

“Put another way, it is essential to understand the sweet spot of when and where the majority of your audience is physically on Facebook and most receptive to your posts. Posting at these times, coupled with paid promotion of said post, will ensure that you achieve the highest possible organic reach.

“This combination will make certain that your posts not only reach your target audience on Facebook but have the highest possible level of organic reach amongst your existing fans.”

Comments are closed.

Ver peliculas online
%d bloggers like this: