I work with a local (Boston) non-profit that has national relevance and an international following. We run many social media campaigns, e-mail marketing and fundraising programs that tend to generate a moderate amount of engagement.
It’s nothing huge, but the organization has over 6,600 fans on Facebook and about the same amount of followers on Twitter. Lately I’ve been keeping an eye on the “insights” by checking reach, engaged users and virality.
Something just doesn’t seem right. I mean, we had one post that was shared 120 times. 120 shares! That’s pretty significant considering our base of fans.
Now, I understand that some people never log into Facebook, others hide posts much like hitting the spam button instead of unsubscribing and there are many, many reasons why all 6,600 fans and their friends will not see each post. But, we only reached 3,000 people. Another post that was shared 80 times ALSO reached 3,000 people. Another post that was shared once was seen by over 3,000 people.
Then, I get this this little box showing up in the bottom corner of my window on Facebook: Promote This Page. “So far, you have reached 11% of the people who like your Page with this post. Promote it so more people see it in their news feed.” Not sure which post the ad is referring to because only the organization’s logo was displaying, but I clicked promote and read on. For $15, “the estimated reach at this amount is 3,000” and the promotion would run for approximately three days. There’s something fishy go on here… I’m not sure if it’s bad math or funky algorithms messing with how content displays, but I don’t like it.