Facebook has two metrics for businesses posting content on the platform that is a clever way of getting feedback on what happens after one hits post, and adjust strategy to gain maximum efficiency.
The "reach" metric shows the number of people who see your post on their feed and the engagement is people who liked, commented, shared or just clicked to check it out further.
If I wanted to borrow analogy from my beloved sport of tennis: Everyone talks about how beautiful and natural looking Roger Federer's one handed backhand was. The part they forget to mention is the strong and quick footwork that allowed him to be in position in the first place to then execute the beloved stroke. If you have just started playing the game and have problems getting to the ball, it would be a wrong strategy for your coach to work on your groundstrokes. However If you are agile and quick and get to every ball but your shots end up in the fence or over it, now we can try to fix the strokes.
Similarly, on the Facebook platform, if your posts don't reach your audience, maybe you should stop posting at 5 AM and pay attention to when they are online and engaging more with your content. Or if you reach plenty of people but fail to spark interest (in the form of engagement) maybe you should rethink your strategy and change your content or format- like switch to reels and videos.
The positive side of the data collection is that Meta ads and content, will be aligned with your interests and you won't be shown endless discount car insurance or dating site ads. Small businesses won't need extravagant advertising budgets and can reach their potential customers very cost effective. Some negative sides are the normalization of surveillance in the society (How many people do you know who would give up their privacy in exchange for comfort?) also manipulation of public opinion and corrosion of societal trust in institutions.
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