Let’s play a game.
You have two Facebook posts. One is incredibly popular, and it got you 5x more likes and comments than other posts.
The other one is failing miserably. You’ve put great effort into it. You were sure this is the real deal but for some reason it didn’t bring you any likes or comments.
The first post reached a solid amount of your Facebook fans, you really can’t complain.
The second post … not so much. You barely reached a small fraction of your audience.
In which one of these posts should you invest into? What’s the best step you can take here?