For the last week or so Facebook has been displaying ‘Reach’ figures on page posts. There seems to be a bit of misunderstanding around these so I thought I’d take a minute to clear things up, and delve into the realms of user behaviour a little at the same time.
The Reach metric is being displayed because Facebook wants to promote its new Promoted Posts feature.
Promote your post and Facebook tells you that you can reach more of your fans (for a fee, natch). The jury is still out on how effective these promotions are, but I’d assume that they are at least as effective as Facebook ads, and are targeted to a slightly more relevant audience.