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Social Media Strategy – Calculating Facebook Engagement Rates

Business, Facebook, Facebook Marketing, Marketing, Social Media Strategy

Social Media Strategy – Calculating Facebook Engagement Rates

Social Media Strategy – Calculating Facebook Engagement Rates

One great way to supplement your social media strategy and gauge your performance is by calculating engagement rates.  There are all sorts of ways to do this, but today we will go over a simple method to give you solid data.  Before we begin, let’s go over the types of engagements.

Likes – A like is any time a user clicks the “like” button on one of your posts.  This counts as one engagement.

Comments – A comment is any question or feedback a user leaves on one of your posts.  This also counts as one engagement.

Share – A share is a little more tricky.  While a share creates a whole new story on someone else’s timeline, it stops being your story after that one share.  It becomes more about the person sharing it than the content itself.  Therefore, a share only counts as one engagement as well.

Calculating Frequency – 

Calculating frequency is done by taking your pages total amount of posts and dividing it by the the number of days in the current year.  For example, if you have posted 90 posts to your page and there have been 170 days in the year so far, your post frequency would be roughly 53%.  This is a pretty poor frequency percentage.  Businesses should strive for a minimum of 100% post frequency just to stand out in a noisy space.

Calculating Audience Engagements – 

This number can be a little tricker to get.  In order to find it, you will need to count every single engagement on every post of the current year or year you are calculating.  This means every like, comment or share.  This can take some time but is worth it.  You will also need to know the total amount of page likes.  For this example, let’s use 5,000 likes.

So, let’s say your total number of engagements is 500.  If we divide this by the amount of posts, which is 90, that gives us an average engagement of six users per post.  If we divide six into 5,000, we get an engagement rate of .12% of the audience.  This means that out of 100% of your audience, only .12% are engaged.  Now before you get too excited, let’s review normal engagement rates.

 

.5%-Lower = poor

.5%-.99% = average

1%-Up = good

So, while .12% isn’t even in the poor category, it is somewhat reassuring to know that even 1% is really good.  Calculating these numbers is a great way to understand what your weaknesses are and where you can improve.  If you would like to get more information on social media strategy, you can check out our e-book here.  We go in-depth on posting strategies for different platforms and ways you can improve engagement.  If you have any questions, please do not hesitate to call our offices at 740-683-0864!

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