A measurable percentage of the brand’s friends see content when placed in the wall. It appears large in their newsfeeds.
Facebook users DO click on links that lead outside of FB. The marketers job is to understand which organic posting units work well for generating outbound clicks. There are some FB organic post units that promote outbound clicks (to off FB sites brands own) more than others. We’ll explore that in a minute.
A certain amount of FB users engage. This has always been an important goal of social media. As you’re about to see, the best reason to engage users on FB is to get more likes from users’ friends who are interested in things mattering to the brand. This engagement in itself is NOT the main objective.
The most important KPI is conversion, preferably outside of Facebook. Engagement is a means to and ends, a method to build your list with highly focused subscribers so that you can sell things.
In order to understand the pure subscription model as applied to Facebook, we need to drill out a little further. When users interact with a brand page in FB, their interactions are only barely visible to their friends, outside this brand’s community.