If you run a Facebook Page, I’m sure you’ve heard at some point you shouldn’t simply count your Likes. While a few weeks ago we defended the Facebook Like, this is undeniably true. There’s a lot more to social media success than the number of people that have clicked that little blue button situated atop your Page.
One metric you should keep an eye on is your Page’s Reach. While not at all the sole indicator of success, it can be a valuable way for you to gauge your progress towards fulfilling your social media goals.
Here’s a bit about what Reach is, why you should care and how you can measure it.
What Is Facebook Reach?
Facebook explains that Reach is “the number of unique people who saw any content associated with your Page” over the past 7 days. There are three different types of reach that make up your Total Reach:
- Organic Reach: The number of unique people, fans or non-fans, who saw content associated with your Page in their News Feed, Ticker or on your Page.
- Paid Reach: The number of unique people who saw content that you paid to promote, such as a Facebook ad or a Sponsored Story.
- Viral Reach: The number of unique people who saw your content via a story shared by a friend (including Likes, comments or shares on your post, answers to questions you asked or responses to an event).
Since it’s possible for someone to see content through multiple channels, the sum of your Organic, Paid and Viral Reach may be higher than your Total Reach.
The important thing to remember is the higher your Reach, the more people are actually seeing the content you’re producing on your Facebook Page, which of course is a good thing.
Why Reach Is a Better Metric Than Likes
The whole point of sharing content on Facebook is to reach others. While Likes can facilitate communication with your community, the number of people that Like your Page doesn’t account for anyone actually seeing the content you’re publishing.
Reach on the other hand measures the number of people that see your content. While it may be just a quick glance instead of active engagement, such an interaction helps bring your organization to the forefront of your community member’s mind, if only for a moment. Being top of mind, if only fleetingly, can help remind your community of the good things your organization is doing.
How to Access Reach
Accessing your Page’s Reach is quite easy using Facebook Insights, which you’ll have access to once your Page garners 30 Likes. All you do is:
- Navigate to your Facebook Page
- Click the “See All” link beside Insights in the Admin Panel
- Click the “Reach” link in the navigation at the top of the page
- The graph you’re looking for is about halfway down the page
If you hover over a specific data point, Insights will show you the data for that day including your Reach and the associated date range.
Facebook Reach is a simple way to see how many people are seeing the content you’re producing. Have you been using Facebook Insights to measure you’re social media success? Have you used Reach in the past, or do you plan to do so in the future? We’d love to hear your thoughts.
Image courtesy of Alessio, Flickr