Engagement Rate: A Metric You Can Count On // @socialbakers


 

When there are bugs reported in Facebook´s Reach metric, it´s always good to know that you have one metric you can rely on. Find out which one it is!

As you know, we’ve driven home the fact that brands’ should not just rely on one metric to measure their social media performance. We believe that all metrics must be taken into consideration when developing social media marketing strategies, including Fan Growth, posts from you and the Engagement Rate they generate, your users’ wall posts and the speed of your response.

However, since, in the last few months, bugs were discovered in the reach metric on Facebook, brands need to consider relying on a metric that is guaranteed to work and is publically comparable – Engagement.

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Why is Engagement Rate the #1 Social Metric?

When we talk about Engagement, we are referring to the activity on your page, to fan interactions to your post types, etc. There are several types of Engagement metrics:

  • Interactions – Like, Comments, Shares, Replies, Rewteets, and so on.
  • Reach – the percentage of fans that have seen your post from your Page.
  • Engagement Rates – a formula for quantifying brands’ success

Engagement Rate is always relative to Page size. This means that brands with 1 M fans can still be compared to brands with 2 M fans, with unbiased results. Look what we did here – we compared the average post Engagement Rate over a 7 day and 30 day period of Lufthansa (1 240 236 fans) and KLM (2 940 250 fans). The graph shows that KLM has been more successful in engaging its audience over the past month on Facebook despite the fact that Lufthansa has a smaller Page size and should therefore find it easier to mobilize its fans. Also notice, that KLM has experienced quite a few fluctuations on a weekly basis whereas Lufthansa maintained a stable Engagement Rate.

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Do you do your social benchmarking right?

At Socialbakers, we have been setting the metrics in the Social media world. Our Analytics Pro product for social profiles is monitoring millions of social profiles out there and checking their individual growth, fans, Engagement Rate, and many other things.

We are also preparing new metrics for you, which we will share with you before we launch them.Do you do your social benchmarking right? image

If you have not seen our Socialbakers benchmarking features, here is a quick tasty screenshot of the summary & engagement of Lous Vuitton, and the Fashion on Facebook category.

We believe that Benchmarking is one of the most powerful features of Socialbakers Analytics Pro, and many of our clients that have a bunch of pages created their individual custom benchmarks based on many of their pages and are comparing individual pages, if they perform better than the company. If you want to use benchmarking, well you better start using Socialbakers Analytics Pro – check out the site and TAKE A TOUR.


 

http://www.socialbakers.com
At Socialbakers, we have been setting the metrics in the Social media world. Our Analytics Pro product for social profiles is monitoring millions of social profiles out there and checking their individual growth, fans, Engagement Rate, and many other things.
We are also preparing new metrics for you, which we will share with you before we launch them.Do you do your social benchmarking right? image

If you have not seen our Socialbakers benchmarking features, here is a quick tasty screenshot of the summary & engagement of Lous Vuitton, and the Fashion on Facebook category.

We believe that Benchmarking is one of the most powerful features of Socialbakers Analytics Pro, and many of our clients that have a bunch of pages created their individual custom benchmarks based on many of their pages and are comparing individual pages, if they perform better than the company. If you want to use benchmarking, well you better start using Socialbakers Analytics Pro – check out the site and TAKE A TOUR.