Which is better? Well that depends.
Lets start with some basics.
Post Reach Definition:
Post Reach: Unique number of people who have seen content associated with your page.
Post Reach: Unique number of people who have seen content associated with your page.
Post Reach Components: 3 Types
• Organic Reach: Unique number of people who saw content in their news feed, ticker or your page.
• Paid Search: Unique number of people who saw your paid content
• Viral Reach: Unique number of people who saw your post or page mentioned from a story published by a friend. These stories can include liking, commenting or sharing on your page, answering a question or responding to an event.
Post Reach - How reach affects you.
If you're looking to build your company's brand and top of mind awareness (T.O.M.A.), you would want to get your message in front of as many people as possible. Post Reach is a good indicator on how well you're getting your business name or brand out to the public and into people's newsfeed.
Note: Paid Reach can dramatically increase your organic reach results. See example below. Source: http://socialmediatoday.com/yasminbendror/1859941/interpreting-facebook-page-insights-reach-vs-engagement
Post Engagement Definition: Post Reach - How reach affects you.
If you're looking to build your company's brand and top of mind awareness (T.O.M.A.), you would want to get your message in front of as many people as possible. Post Reach is a good indicator on how well you're getting your business name or brand out to the public and into people's newsfeed.
Note: Paid Reach can dramatically increase your organic reach results. See example below. Source: http://socialmediatoday.com/yasminbendror/1859941/interpreting-facebook-page-insights-reach-vs-engagement
Post Engagement: People who liked, commented, shared, or clicked on your post.
Post Engagement - How reach affects you.
Engagement goes beyond just views. Engagement includes all clicks such as comments, likes and shares and the more people are engaged and predisposed to making a purchase the more likely they will share their loyalty with others.
According to the Edelman Study at http://www.sustainablebrands.com/news_and_views/leadership/consumers-more-likely-trust-peers-experts-companies-edelman-says many consumers trust their peer's opinions of products over experts. Your credibility and success rate increases substantially with more engaged consumers who share their experience with others.
Bottom line..
Post Reach is important for brand building and awareness but the measure for success of your business would be Post Engagement.
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