Another day, another Facebook change

Previously, when looking at post-by-post Facebook metrics on your page, you would see “impressions” and a “feedback” percentage. This has now been changed to “people reached” and “people talking about this.”

What does this mean? The old way was both comforting — it was nice to see a post with thousands of impressions — and bleak — feedback  measured in fractions of a percentage point never felt that successful.

The new metrics show the number of unique people who saw the post (one way or another) and the total number of people talking about it, which appears to be the sum of likes, comments and shares.

Is this better or worse than the old metrics? Personally, I think it makes more sense but also tells us what we already knew – just how hard it is to create useful content that fans will share.