Facebook yesterday released a paper called "Understanding Paid and Earned Reach on Facebook," and it includes some pretty bold findings. Among them, even brands with huge fan bases can amplify their reach 5x by using paid media on top of organic publishing. And, larger audience exhibits greater shopping and buying frequency for those brands than the online average.

Conspicuously missing from the report: Any mention of revenues, ROI or conversions. But they covered that by partnering with comScore for "The Power Of Like 2" report, released in June. As that report described, the three dynamics (before any ROI) are Fan Reach, Engagement and Amplification, and those come before any monetization and ROI. "For brands to resonate on Facebook, the first step is literally to be seen," wrote comScore, and this study covers how to be seen.

Among the findings in this research:

• In a selection of the 100 top brand Pages on Facebook (measured by size of fan base and levels of organic reach), those using paid media reached 5.4 times more people on average than those who did not use paid media.
• In a case study of 3 major brands (Samsung Mobile, a major financial services company, and a major retailer), paid media extended their reach by five times over their organic audience in a single week.
• In the case of those brands, paid media was able to extend the reach of a single piece of content by more than 100x.
• comScore found that the audience reached via paid media for those 3 brands showed greater shopping and buying behavior than the Internet average.