Paid Media Turbo Charges Reach, Says Facebook

For even the most successful brands on Facebook, paid media can significantly amplify total reach over organic reach alone, argues Facebook [pdf] in a study conducted in partnership with comScore. The study examined 100 brand pages that were among the top in the US by fan count and that reached an organic audience of at least 1 million during a single week in June. Separating those pages into 2 groups (50 organic-only pages and 50 paid and organic pages) with similar fan counts, the report finds that while both groups had similar organic reach of roughly 2.9 million, the group that used both organic and paid media had an average total reach more than 5 times higher – of almost 15.5 million. (more…)