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[Infographic] Social Media Marketing Is Not Just…

[Infographic] Social Media Marketing Is Not Just About 1 Metric! image

The Engagement Rate is the best metric for benchmarking performance but social media analytics offer much more!

Understanding different aspects of social media could be an intricate task. Considering all the major platforms – Facebook, Twitter, YouTube, Google + and others – marketing your brand socially requires a comprehensive approach; much more than just understanding one platform or one metric. Because social media involves a great deal of human interaction in its entire complexity, aggregating results to just one digit would be grossly inaccurate and frankly impossible. That is why many of our customers have already decided to use a dashboard which includes multiple metrics for measuring each of these social networks and different aspects of their performance.

In social, you need to measure different things:

Fan growth, posts from you, your fans interactions (At Socialbakers we refer to this as Engagement), your users’ wall posts, and the speed of your response determine your social success. Since all of the above metrics are public, you can and more importantly shoud analyze these metrics for your competitors as well. Social media conversations (and logically marcomms) take place in an open environment, and learning form successes (and failures) of your direct or indirect competition, is something that just works to improve your engagement and fine-tune your social marketing tactics! Additionally, there are metrics that are strictly platforms based, like Facebook Insights, which for example include “reach” or “talking fans”.

The best metric for benchmarking: Engagement Rate

We at Socialbakers believe and our clients’ successes stand as proof that the best way to compare social performance is to analyze Engagement Rates. The beauty of this calculation is that it can be applied for any social network that uses public data, such as Twitter and Google +! The formulas for average Engagement Rates are:

It's true that Average Post Engagement Rates can range from 0.01% to 1%, but people keep forgetting thats the people interacting, and that its for every post. If 1% of people interact with EVERY one of your posts, that means a majority of your fans have seen it. So it's the exact reason why Engagement Rate is a metric worth monitoring!

P.S.: Don´t forget to save the date for the upcoming Engage 2012 event taking place October 23rd in New York City! Find out more here.

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  • Amitesh Misra

    That's definitely a very nicely written article. However, I usually find socialbaker to be a bit too cumbersome and cluttered to use. I prefer sociota a lot more over it.

  • Roberto Rubio

    Another question... If I promote a post I will get more likes, comments and shares for this post. Am I "buying" engagement?

  • Roberto Rubio

    What about posts proactively made by fans on a brand´s timeline? Do they form part of the ER?

  • Ketty Robinson

    That's very true! I think the engagement factor is lost as far as Social Media marketing is concerned. People are overlooking the importance of social conversations and share of voice. Just by increasing the fans and followers is not the actual marketing. You need to connect with the customers and try to understand there needs then only you can get success in your business or in the services you are providing. http://goo.gl/BMysY

  • Ketty Robinson

    That's very true! I think the engagement factor is lost as far as Social Media marketing is concerned. People are overlooking the importance of social conversations and share of voice. Just by increasing the fans and followers is not the actual marketing. You need to connect with the customers and try to understand there needs then only you can get success in your business or in the services you are providing. http://workwithmarkchoo.com/…ree-basic-tools/

  • Rob van den Brink

    Hi, In using these metrics, I wonder what is exactly meant with -for Twitter engagement- Replies: is this only the tweets that start with @, of also those mentioning them (@ somewhere in the tweet. Also.. by # of tweets made by profile, do you take into account all tweets send, or only that are not a reply to another tweet (so starting with @.

    Reason I ask is that replies aren't read by all followers of an account, so I assume you leave them out of this calculations. Or am I assuming incorrectly?

  • Kent Ong

    thanks for the formula, something different to show to my customers.

  • Eveline Smet

    I think the average post engagement rate should be measured by taking in account the reach of the post, not the total fans on a given day...

  • Stuart Hall

    "If 1% of people interact with EVERY one of your posts, that means a majority of your fans have seen it." Please explain:-)

  • Andy Holford

    Whys Facebook not divided by the total
    Fans reached that day. Without turning into a SS, it's only going to be approx 16% reached...

  • Yeon Jang

    For more information visit here http://www.espertoinc.com/rates.html

  • Phoebe Nicolas

    I'm doing research on social media marketing. This is a great article, thanks!
    This one might be helpful too www.social-mobile-web-business-conference.com/

  • Adam Murphy

    When calculating these, do we include engagement from our fans on posts that weren't made on that particular day (e.g. a fan comments on a post we made a week earlier).

  • Hans Smellinckx

    I'm missing one very important metric... sales or sales leads!

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