Last week, Facebook made another change to the metrics page administrators see. First, Facebook added the "people talking about" metric — now, it's replaced the "impressions" metric with "people reached."
What's the difference?
Impressions measured the number of times a post was viewed. "People reached," however, measures unique views. At first, the new numbers might seem jarring — after all, measuring straight-up post views makes your page posts look...well, popular. Unique views, however, only measure users who actually view each post.
Why should page administrators care?
I agree with this High Impact Designer blog post
, which says the "people reached" metric is far more transparent than impressions. Even more importantly, "people reached" gives you instant feedback on the type of content your fans like to see from you.
Before you even look at the back-end statistics in Facebook Insights, "people reached" helps you differentiate impactful posts from not-so impactful posts. Further, you can instantly correlate the "people reached" stat from a particular post with your "people talking about" number. If that "people talking about" number is up the same day of a particular post, it's interesting to see how the "people reached" number for that post compares.
What do you think so far of the "people reached" metric?