Social Media Reach

How Social Media Reach Impacts Content Marketing Performance Social media reach is an important key to content promotion.  Without it, efforts to promote content may never achieve the critical mass required for success. The right people may never find your content, and your investment in content marketing won’t bear fruit.

watch Content marketing is about attraction. Getting more people to find and visit your website is its primary objective. But even great content can’t attract an audience that doesn’t exist.

In media buying, reach represents the total number of different people exposed (at least once) to a medium during a given period. Reach is essential in media campaigns because it helps you understand the potential impact of your advertising.

Similarly, social media reach helps you understand the potential impact of your content marketing efforts in social media. Higher reach means more people are viewing your content promotion efforts in social media. That, in turn, translates to more website visits.

How to Calculate Social Media Reach

Two factors drive social media reach – followers and engagement. Most of us are familiar with followers in social media. It’s the number of people following your posts. Engagement is a little more complicated. It represents the number of people who are actively talking to and about your brand. Typical engagement metrics for Twitter include:

  • @Replies
  • Retweets
  • Mentions
  • Favorites

In Twitter, potential reach equals the sum of all users mentioning your brand plus the sum of those users’ followers. Here’s an example. Let’s say your company has 100 Twitter followers. If two of your followers retweet your content and they each have 100 followers of their own, your potential reach is 303 people.

Twitter Reach for Content MarketingHow to Increase Social Media Reach

Naturally, having a large number of followers provides an advantage in content promotion, but it’s not the only way to achieve reach in social media. If you don’t have a large social circle of your own, focus your efforts on improving engagement. While it may take some time to acquire an additional 100 followers of your own, a small number of influential followers who retweet your content can have an instant impact on reach if they have an extensive social media network of their own.

But you can’t just sit back and hope influential followers will see and engage with your posts. The average engagement rate on Twitter is only 0.03 percent. That’s only 3 out of every 1,000 followers. The odds are not in your favor. You must take the initiative. Here are a few tips:

  • Asking for a retweet directly within your post often increases engagement. Just add the letters “PRT” (for please retweet) at the end of your post. It sounds simple, but it works.
  • If you know influential followers with large social media networks, don’t be afraid to reach out to them with an occasional retweet request.
  • Be sure to give more than you receive. If you want retweets, retweet more yourself.

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