Punch Communications

Punch Communications

July 18, 2012 07:00 ET

Mobile Data Now Gives a Clearer Reach Metric in Facebook Says Punch

LONDON, UNITED KINGDOM--(Marketwire - July 18, 2012) - The addition of mobile data to the reach measurement of Facebook's Insights platform has now made it easier for brands to accurately track the number of users they are reaching, according to integrated PR, search and social media agency Punch Communications.

Whereas previously the reach metric measured the total unique impressions originating from desktop computers, Facebook has now rolled mobile data into this figure, providing brands with a more accurate way of tracking how many users they are reaching on a daily, weekly and monthly basis, and as such how they are performing versus Facebook's EdgeRank algorithm.

Pete Goold, managing director at PR, social media and SEO agency Punch, said: "The new metric is very useful as it makes the reach figure a more accurate measurement. However, another key variable is the number of posts found on a page each time it refreshes, since we can't currently differentiate between which users have been served content and which have actually seen it.

"The next logical step is for Facebook to differentiate between mobile and desktop data, which will enable brands to see which medium performs best and empower them to alter their Facebook strategies accordingly.

"Following all the recent changes to Facebook we'd recommend that brands tailor all of their apps to be available via mobile devices - mobile usage of Facebook is always increasing, so it's important that a brand page doesn't risk excluding a big portion of its audience by not adding mobile functionality."

Punch Communications is an innovative digital PR, search and social media agency, providing integrated services to a global client base. Punch is one of the first marketing agencies to blend these three disciplines, with a firm ethos that combining these marketing subsets can ensure a campaign achieves its maximum potential.

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