Brands that use paid media on Facebook typically reach 5 times more people than those that don't

"In a selection of the 100 top brand Pages on Facebook (selected for having large fan bases and high levels of organic reach), those Pages using paid media reached 5.4 times more people on average than those who did not use paid media.
In a case study of 3 major brands: Samsung Mobile, a major financial services company, and a major retailer, using paid media extended their reach by five times over their organic audience in a single week.
In the case of those 3 major brands, paid media was able to extend the reach of a single piece of content by more than 100x.
comScore found that the audience reached via paid media for those 3 brands showed greater shopping and buying behavior than the Internet average."

Source:  Research from Facebook and comScore, published 24th October 2012

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