Is Reach An Overrated Facebook Marketing Metric?
After Facebook announced that a bug led to reported reach being lower for many pages, social media expert Jon Loomer started wondering why several marketers see reach as the holy grail of insights. Facebook claimed that the bug only tweaked the reporting, but not the actual results, meaning that reach was actually higher than realized for many pages. Loomer feels that engagement, not reach, is what page administrators should strive for.
After Facebook announced that a bug led to reported reach being lower for many pages, social media expert Jon Loomer started wondering why several marketers see reach as the holy grail of insights. Facebook claimed that the bug only tweaked the reporting, but not the actual results, meaning that reach was actually higher than realized for many pages. Loomer feels that engagement, not reach, is what page administrators should strive for.
Loomer noted that reach is nearly impossible to accurately track, as it just gives page managers a statistic showing how many people might have seen a post, and not how many actually did:
Facebook reach measures the number of users who may have seen your content because it was displayed to them during a designated period of time.
It’s not the number of people who saw your content.
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