A surprising (and pleasing) result on the level of views by users based on a survey of 220,000 Facebook users.
From a business's point of view, it really reiterates the crucial element of feedback. It shows that without hard numbers, people will believe that they are not being heard (and stop). So all those social media 'gurus' that we all love to hate, saying 'keep the faith': were probably right all along!
One hopes that the data is not too biased. Although Michael Bernstein is based in Stanford's HCI group, both he and the other 3 authors are affiliated to Facebook via Facebook Data Science.
Our analysis indicates that social media users underestimate how many friends they reach by a factor of four. Many users who want larger audiences already have much larger audiences than they think. However, the actual audience cannot be predicted in any straightforward way by the user from visible cues such as likes, comments, or friend count. The core result from this analysis is that there is a fundamental mismatch between the sizes of the perceived audience and the actual audience in social network sites. This mismatch may be impacting users’ behavior, ranging from the type of content they post, how often they post, and their motivations to share content.