Cómo calcular el alcance orgánico de las publicaciones individuales

En este post voy a explicar una manera muy sencilla de calcular el alcance orgánico de cada una de nuestras publicaciones en Facebook de manera individual.

Lo primero que debemos hacer es identificar la publicación individual que queremos analizar. En este caso voy a escoger la siguiente publicación:


En la parte inferior de la publicación aparece un recuadro con el texto 22.480 personas vieron esta publicación. Sin embargo este valor es la suma de los fans + no fans y nosotros queremos únicamente saber a cuántos fans les ha llegado nuestra publicación. Recuerda que los fans hacen referencia al alcance orgánico mientras que los no fans se refieren al alcance viral.

Sabiendo esto debemos acceder a las estadísticas de Facebook para desglosar el número entre los dos valores.

Accedemos a estadísticas > publicaciones para obtener el listado de todas nuestras publicaciones individuales. Tendremos un listado con la siguiente estructura:


Podemos observar que nuestra publicación (recuadro en rojo) nos sigue dando la misma cifra en el alcance: 22,5K (obtenido al redondear 22.480).

El siguiente paso es abrir el desplegable superior y seleccionar la opción fans/no fans. Automáticamente veremos que el alcance de nuestra publicación se divide en dos franjas naranjas con distinta intensidad de color. Situando el cursor sobre la más clara obtendremos el dato que buscamos: 11.600 fans han visto nuestra publicación.


Teniendo este dato ahora tan solo es necesario aplicar la siguiente fórmula:

Alcance orgánico = (fans de la publicación individual / fans totales de la página) x 100

Sabiendo que la página analizada cuenta a día de hoy con 86.275 fans, la resolución de la fórmula sería la siguiente:

Alcance orgánico = (11.600 / 86.275) x 100 = 13,44%

El alcance orgánico es un porcentaje. Por esta razón el valor se multiplica por 100. Gracias a este cálculo podemos saber que esta publicación ha llegado al 13,44% de nuestros fans.

Es conveniente ir calculando el alcance orgánico de nuestras publicaciones individuales para tener una referencia de qué contenidos funcionan mejor que otros. Del mismo modo también debemos tener constancia del alcance viral (naranja intenso – no fans). Con el alcance viral de las publicaciones individuales no es necesario aplicar ninguna fórmula ya que se trata de un valor bruto que Facebook nos ofrece directamente, siendo en este caso 10.880.

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