Reach is the most important Facebook metric that businesses can use to measure the value of their fan base, argues AgoraPulse co-founder Emeric Ernoult. While engagement measures how much fans are interacting with your content, the reach metrics show how successful those interactions are in getting your message out, writes Ernoult. Many people lost interest in the metric following a bug in the network last fall, but that issue has been resolved and the reach metric now works as intended, he writes.

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