Normalised Reach Of An Announcement
The reach of an announcement post refers to the total number of unique users who viewed or were exposed to that post. This metric helps measure how far the post has spread and how many community members have seen it, regardless of whether they engaged with it in any way besides, probably, reading. Normalised reach allows us to define reach relative to the current size of the community.
Question answered by the metric
How many unique users have seen an announcement relative to the current size of the community?
Steps to measure
- Get the number of unique users who viewed the page or the number of page views, if the number of unique users is not available.
- Count the unique users who are considered not to have churned within two to four weeks after the announcement has been published.
- Divide the number of unique viewers by the number of users alive.
Interpretation
The goal of any announcement is to spread the word as much as possible. So the greater the reach of an announcement, the better. Since this is a normalised metric, we expect a stable value. If normalised reach is growing, it means that more users, as a percentage, are interested in what the company does. A decrease in the metric signals a decrease in interest among the users regardless of the absolute size of the community.