The document discusses new Facebook Insights that provide metrics for measuring the performance of posts and pages. It describes potential reach as the total number of fans multiplied by friends of fans, and total reach as the unique people who have seen a post through fans, friends of fans, or ads. It also explains that "People Talking About This" indicates how many people are actively engaging with a page through likes, comments, shares, answers, responses, mentions, tags, or check-ins. The document advises planning future content based on metric responses and understanding fans through available demographics.