FAQ: Publish

Can I edit content after it has been published to Facebook in the Falcon platform?
No, it is not possible to post-edit published content in Falcon due to Facebook's API. Facebook's API only allows the creation and deletion of posts.
I've just added my channels. Why can't I see all of my content?
When a social media channel is first connected to Falcon we are able to index historical posts. The number of historical posts that will be visible varies depending on the social network. For Facebook, we provide around 100 of the latest page posts. For Twitter, it's the last 30 days and on LinkedIn and Instagram we can go back to the past 100 posts.
What is the difference between impressions and reach?
The number of times a post from your page has been shown on a timeline.
The number of unique persons who have seen the post. If a person sees a specific post more than one time it is just counted once.
How does Falcon reach differ from Facebook reach?
Within Falcon, we have defined your reach in terms of Paid, Owned and Earned. Facebook groups both Earned and Owned reach into the category Organic. Furthermore, total reach of the content performance on Falcon is NOT the same as Total Reach of Facebook's page report.
What is the difference between owned, earned and paid reach?
  • Organic reach is the number of unique people who saw your post in their News Feed, or on your page as they like your page.
  • Earned reach is the number of unique people who saw your post from a story published by a friend. These stories can include liking, commenting or sharing your post, answering a question or responding to an event.


Facebook does not differentiate between owned and earned reach natively anymore.

How is the total reach of the post calculated? Why doesn't it 'add up'?
Total Reach is retrieved from Facebook's Analytics. It is the number of unique people who saw your post through any of the three ways above (owed, earned, paid) People can see your post from multiple sources. For example, that a fan can see your post both shared by a friend on their wall or their News Feed. However, this should not count double for Total Reach. As a result, Total Reach is not equal to Owned + Earned + Paid reach, but usually a little less.
How is overall Total Reach calculated? (Monthly/Weekly)
Total Reach for the week or month is the sum total of the total reach that your content generated in the time frame selected. For this reason, the total reach you see in the content performance section is NOT the same as the total reach reported in Facebook's Page report - this measures reach of the overall page, including interaction with other parts of page and older content. If you look for the equivalent of Facebook's page data, please consult the Reach numbers using a Channel report in Measure.
Why does the number of Shares, Likes and Comments differ in Content Performance?
The data in Falcon is aggregated.
Is it possible to publish directly to Instagram from Falcon?
Yes. It is possible to plan, create and collaborate on your visual storytelling. Learn more about our Instagram publishing flow.
How is Engagement Level calculated in the Content Pool?
For published posts in the Content Pool, we offer an engagement metric based on the following calculation: Number of engagements/(the number of fans/1000). The result is an Engagement Level based on an average per 1000 fans/followers. We choose to present Engagement Level in this way to provide stats across all networks - including those where reach data is unavailable. Note that for Facebook, Falcon's stats differ from what you may see on the native network, where Facebook use the percentage of users who have seen a post to calculate engagement rate.
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