Engagement Rate: A Metric You Can Count On

Engagement Rate: A Metric You Can Count On image

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!

Want to see a more recent article about engagement?

Read more here!

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.

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.

Engagement Rate is a metric that we have developed and shared with many on the market. In fact, it has become today’s standard for measuring social media success. Like all components of the social media world, Engagement Rates will continue to develop over time, but still, we are happy with the comparative results the metric currently provides.

What to Look Out for When it Comes to Engagement Rate

1. On an average basis, if a Page doesn’t post much but is getting an oddly high amount of engagement, you may have to look more closely to see if it’s Engagement Rate is credible. You can do this by benchmarking it against a company of a similar size and posting frequency. Could it be that they are artificially boosting their Engagement Rate?

2. For Pages with smaller fan bases, the Engagement Rates may grow dramatically, especially if a post goes viral.

3. It can be argued that not ALL people interacting are necessarily fans, however, a clear majority of the responses, questions, and posts are done by fans.

Engagement Rates work just as well on Twitter as they do on Facebook. you can also apply them to Google+, Tumblr, and any other social networking site with connections and social interactions present on the channel. YouTube, however, works a bit differently – a metric we will discuss another day.

If you’d like to try Socialbakers’ Analytics and check out the Engagement Rates of some brand and media Pages, take it out for a spin.

Think You’re a Content Master?

Take Our Post Boosting Challenge!


You May Also Like

  • Markus Karjala

    Do you think you can count EngRate by dividing interactions of a post with the number of persons that have seen the post? Because so few see the post without sponsoring it, shouldn't the engagement rate be counted by dividing interactions with amount of people that have seen it?

  • Alaa Tarawneh

    So for example if i have 3 posts per day with total likes, comments and shares are 700 and fans number is 100,000 that makes the calculations like this :

    (700/100,000)X100 = 0.7% is that correct ?

  • Tish Seabrook

    Hello Tiziana, if the Page you are looking at is a global Page that is composed of local Pages, you can find the stats for the local Page (in your case, the Italian local Page) and calculate it that way. We hope this helps. [Social Media Editor]

  • Tiziana Gobbo

    I have a problem! I'm working on my thesis on web marketing and social media in cruise sector. It would be really interesting to calculate the engagement rate for 4 important player and to make some consideration about their strategies. My problem is that not all the companies have a specific account: MSC Crociere for example has a unique facebook profile but certainly not all the 2 mil fans are italians.. as I see only the post in italian, how can calculate the engagement rate of the italian division? I've tried to calculate the post enagegement rate but there is no sense in referring the number of an italian post inteactions to the whole number of Likes, is there? Thank you in advance for the help!

  • Tish Seabrook

    Hi Peter, thanks for your inquiry. In this article we emphasized how reliable our ER equation is. As stated above, bugs were found in Facebook's reach metric and therefore was unreliable for a time. Our ER equation is not only always guaranteed to work, but is also publicly comparable. [Social Media Editor]

  • Peter Irving

    Hi there! Howcome the denominator in the post formula is number of fans as opposed to 'reach'?

  • Tish Seabrook

    Hi Matt, when considering average post engagement rate, you would take admin posts into account. You're right, fan posts are a form of engagement. It is an indicator of how fans are engaging with the whole Page and gives admins a view into how strong their community is.

    Interactions include Likes, Comments, and Shares, so it is important to measure how fans are interacting with admin posts in order to monitor how well they perform.

    Total fans is the average amount of fans on a given day. You would calculate according to the time zone that the Page is operating in.

    Hope this helps!
    [Social Media Editor]

  • Matt Komorowski

    Hi. How do fan post vs admin posts fit into these equations?
    A fan post is also a form of engagement, but I don't see it included in your above metrics, whereas I believe it is included in PTAT.

    Would a fan post be included in interactions, and an admin post excluded?

    Finally, by Total fans do you mean average during a given day, maximum amount on a given day, or final amount at midnight on a given day? And according to which time zone is a day defined? One set timezone for all? If so which one?

Whether you need to Measure, Manage or Monetize we have the solution for you.