It is crucial for marketers to extract social media statistics. It would allow you to draw a portrait of your audience persona, identify typologies of publications that generate the most interactions and spot the best moments to publish. By focusing on these and other social networking variables, you will have a solid committed community.
Many marketers still set fan growth as their primary objective. But, interactions? That’s where the money is!
Bit by bit, more and more agencies and brands are starting to orient their attention to this metric and get convinced that it’s a top accurate indicator that we need to keep track of. Setting focus on interactions points out the level of engagement of your community.
The efficiency of a Facebook page is, indeed, measured by the engagement of its community. There are two ways in this sense to calculate the engagement rate
On Facebook, the engagement rate is the ratio between the reach and the number of interactions received. The scope is the number of people who have seen at least one post on your page. The interactions on Facebook that are generally taken into account are likes, clicks, shares, and comments.
The first way to calculate the engagement rate of each publication based on the total scope.
Generally, the interactions which are taken into account may vary. The sum of likes, comments, and shares is often the combination used. Other formulas may add clicks, video views.
Total reach involves organic reach (natural spread), paid reach (the reach obtained by sponsoring posts).
Another possible way is to calculate the engagement rate of the organic reach or the paid one. This allows you to understand the evolution of the organic reach month after month or whether it is relevant to sponsor your Facebook publications.
The second way, is applicable when one does not have the administration over a page, it is, however, a less accurate engagement rate. It involves the number interactions divided by the number of fans instead of the reach.
How do I interpret the engagement rate?
The first rule: the higher the number of fans, the lower the engagement rate! The second should be: there is no referential average engagement rate. This latter is different from one sector to another since each community holds its own particularities.
If you’re a Kpeiz user, you can have access to the average engagement rate in your sector of activities, along with the best posts in the sector in terms of the engagement rate. Make the compare & contrast task in the light of these insights to boost your engagement rate.
As mentioned above, the engagement rate tells how committed your audience is: displaying your content to 10 000 fans and getting 2 interactions only is a red light sign. The more your page is animated, the more it would get visible (of course you need to add the perfect timing along with the suitable content to the formula).
If maths is not your cup of tea, leave it to Kpeiz to get you all the insights to boost your performance!