For the past few months, brands have experienced a decrease in the organic reach of their Facebook fan pages. Initially, many thought this was Facebook’s push for more paid advertising and paid promotion, but then the social network finally released its own explanation for why reach is decreasing.

Organic reach is important to all brands as it greatly impacts the potential audience of its updates and the resultant value Facebook can provide, whether it be simple engagement in the forms of “likes” or comments, or the wider advocacy of sharing and more tangible results of clicks, site visits, or actions.Facebook also stated, “To choose which stories to show, News Feed ranks each possible story from more to less important by looking at thousands of factors relative to each person.”

This relative importance is a key message that every page needs to consider, and it can be condensed into a simple mantra: Are you posting the right content to the right people at the right time? Here are five key tips that could help you to achieve greater reach and page engagement.

via 5 tips to increase organic reach on Facebook – iMediaConnection.com.

Clicks aren’t the right metric for brand advertisers, Facebook Head of Measurement and Insights Brad Smallwood told the audience at the IAB MIXX Conference in New York today.

Smallwood shared results from recent campaign studies that indicated impressions, reach and frequency were more valuable than clicks. Specifically, 99 percent of sales came from users who saw an ad but did not interact with it. Campaigns that optimized for reach were 70 percent more effective at driving ROI, and campaigns that optimized for frequency had a 40 percent increase in ROI.

MORE: Facebook says impressions, reach and frequency matter more than clicks.