Simply put, engagement matters. It’s the definitive measure of how well your social media marketing efforts are working, and insight you draw from engagement metrics can go a long way towards tweaking your strategy and the types of content you post to help reach your target audience.
Because each platform has a different method for tracking and analyzing engagement metrics, it’s important to understand how to find that data and interpret it. Below you’ll find some great info from our social media pros on how you can find and evaluate engagement metrics on Twitter, Facebook, and LinkedIn. Make sure you bookmark this guide — you’ll want to check these metrics regularly.
Although Twitter is one of the most popular social media platforms being used today, growing an audience is arguably more difficult than expanding your visibility on other platforms. Growth on this platform can be slow unless you understand the two most important factors for engagement: What content to tweet and when to tweet it.
To find Twitter metrics, tap on your Twitter profile and select “Analytics” from the dropdown menu.
Once you access this portion of your dashboard, you can see the metrics that make up engagement rates: Retweets, follows, replies, favorites, and click-throughs (when followers click on the links you share). Twitter Engagement Rate is equal to your tweets’ engagement divided by the number of impressions those tweets have made. Click on the “Tweets” tab to show a list of individual tweets.
In this example, this single engagement was divided by the number of impressions to create an engagement rate of 3.3%. This is higher than the average across all industries, which is about .046% and tells us that the content shared, the hashtags used, and the timing was all spot-on.
From here you can click on the to see a list of engagement types — likes, link clicks, retweets, detail expands, profile clicks, and media engagements. The higher the numbers, the better your content is performing, and the more your audience is engaging. Use this insight to tweak your content strategy and posting schedule.
Engagement on Facebook refers to how the audience interacts with the content you post through likes, comments, interactions with links you post, and shares of your content. Rates on this platform are a great way of letting you know how loyal followers are to your business or personal brand.
Finding engagement rates is a little different than looking at the Insights tab on your business page, although those numbers are important too. The number of fans and followers doesn’t really play into this formula and Facebook’s EdgeRank algorithm means that it’s important to calculate engagement rates on individual posts to get a better idea of how your content is working.
Facebook engagement = Comments + likes + shares + mentions ÷ post reach
To find these numbers you’ll click on an individual post at the bottom left corner where it says “People Reached”. You’ll then get access to deeper insight on the Post Details.
For this particular post you would use a total of 8 likes, comments, and shares and divide it by the number of reaches (123) to come up with an engagement rate of .07%. While average engagement rates vary greatly across industries, globally it’s estimated at 3.6% — which means this business content strategy may need some work.
To know how to improve engagement, take a look at the metrics for a variety of posts and compare the content and time of post to create a data set that will give you a better idea of higher-performing posts.
Although the primary function of LinkedIn is professional networking, it’s also a great way for individual brands or businesses to build thought leadership and nurture relationships. Engagement metrics on this platform are a reflection of how well your content is working towards those efforts. Like with Facebook, you can track engagement using metrics from individual posts, and while stats give you a clear engagement rate number, here’s a basic formula:
LinkedIn engagement = (comments + likes + clicks ÷ impressions) x 1000
You can find engagement rates by clicking “Show stats” at the bottom of each individual post. It will expand to show numbers that will give you a better idea of whether the content is reaching your audience.
Research shows that company page updates see an average engagement rate of .054% but this post is far more engaging than that average. Content shared in this example clearly hits the target audience; this business can take that information and use it to their advantage.
Once you’re able to find and analyze your engagement rates on Twitter, Facebook, and LinkedIn, it’s time to think about how you can improve those rates if the numbers aren’t stellar. If you’re already working with our team of amazing writers, reach out to learn how you can update your search terms to match your better-performing content. If you’re struggling to keep up with content or don’t have a social media marketing strategy in place yet, a tool like Emphatic can make life much easier — get in touch to learn how to boost engagement (and your bottom line).