What is Facebook Engagement and How Can It Help You to Improve?

Laura Montells

Laura MontellsMetricool.com

What does Facebook engagement mean? When we talk about engagement on Facebook, we try to explain the way users interact with the different brands on this social network. In some way, when you calculate social media engagement you’re measuring the commitment that your users show to your brand.

So, how do you measure your brand’s success or the love your clients really feel for your brand? Although love is something abstract, it’s possible to measure it with this metric. For example, knowing how many times your clients revisit your page, how many positive reactions your post generates, how they talk about you, etc.

What´s the Facebook Engagement Rate?

In the social network’s growing world, Facebook is the one ahead. The active population on this platform is over 1.5 billion, a larger population than lives in China. Twitter, Instagram or Snapchat are running far behind regarding active users.

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The average user interactions on Facebook are about 84%.

daily interactions on social media

Daily Interactions on Social Media

 

The interactions on your posts on Facebook include likes and the rest of reactions, shares, comments, both positive or negative, and even the clicks made by users. In short, an interaction would be any action that the user performs in relation to your brand or content.

We must measure every activity performed on Facebook. So, the question should be now: How to calculate the engagement rate on Facebook?

Facebook Engagement Rate: Formula

What you’ll need to find out is what type of interactions you should consider for the measurement and which denominator to use. On Twitter, it’s better to use the number of followers because that’s your potential total reach. However, on Facebook, the number of fans of your page does not represent the potential reach of your posts. There are two main reasons for this: First, Facebook’s algorithm EdgeRank determines which posts will be displayed on your fans’ News Feeds. Second, Advertising. If you spend some money on this, you can reach more people with your posts, even when they don’t follow your page.

Following this logic, each post may have a very different reach so it’s crucial that the Facebook engagement rate calculation takes this into account:

    \[ \textrm{Facebook Engagement Rate} = \frac{\textrm{Comments} + \textrm{Likes} + Shares + Mentions}{Post Reach} \]

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REMEMBER: The reach of your posts may vary drastically due to the algorithm EdgeRank and Advertising.

Passion, being loyal to your brand or the commitment to it, can also be considered engagement indicators. Engagement, loyalty or brand identity help to measure the reputation. You can calculate interactions but there will always be an intangible emotional factor that is more complicated to catch.

Weighted Formula

There is a more accurate formula that provides a specific value to each interaction. A comment or a like don’t have the same value, just as a post sharing is different than a comment, or a positive interaction differs from a negative one. However, I wouldn’t increase the complexity of the formula as each interaction is already reinforced by its own effect. For example, if someone shares your post on his wall, doing so will attract more interactions from his own followers or friends, so it’ll show the implicit value of this interaction.

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Use the simplest formula to calculate the engagement rate, and always use the same one because the real value of this calculation sits on the possibility of comparing contents.

How to Measure Your Facebook Engagement Rate?

Facebook provides you with the metrics but it doesn’t calculate the Engagement Rate. Without leaving this platform, the only way to obtain the result is doing it manually, and the steps to take are long and confusing. So, in our eagerness to make the life of Social Media easier, we’ll show you how to calculate the engagement in a faster way:

1.- Sign in with Metricool. On the upper menu click on Evolution.
2.- Select Facebook on the side menu. Introduce the date range of your choice.
3.- Obtain the Engagement Rate for a specific period of time. When you enter, you will see the selected period in the graph. You’ll obtain the total value in the blue box and the evolution displayed in the graphic, also in blue. Lastly, in the metrics chart you will obtain the Engagement for each post published, which will help you to know which publications attract more engagement.

This info is essential if you want to show your colleagues, boss or clients the progress and results of your work on Facebook. Metricool can offer you a PDF report or PPT presentation. You’ll be able to obtain all this information automatically any time you want.

 

facebook engagement and interactions

Facebook Engagement

 

Working with the interactions and posts, we can determine the level of Engagement. As you can see above, it’s very easy to establish a comparison between the posts and check which one earned more reaches, interactions and has a higher engagement rate.

 

Facebook Engagement Rate

Some Tips to Increase Engagement on Facebook

Measurement is the first step to improving engagement. Once you begin this process, we think you’ll also find the following tips useful:

  • Publish original content that provides your fans with some value, utility and quality. Posting content of your users’ interest is what will make your interactions roar.
  • Focus on your ideal client and not on yourself. The more you know your followers and the better you compartmentalize your audience, the greater your impact will be. Speak their language, be empathetic, and speak for them.
  • Keep active by listening and interacting: Encouraging conversations, initiating debates, … will generate publicity for your brand’s content and you will keep increasing your engagement on Facebook.
  • Surprise your public: If you publish the same type of content as your competitor you won’t succeed. Be original, awe your users and don’t be monotonous.
  • There is no second chance to make a first impression. The images that you promote will help you to enhance engagement on Facebook. Perform ad campaigns focusing on pictures. The use of images grows as social networks thrive. Take care of your brand’s identity, make sure you use the correct image size for Facebook and maintain the quality.
  • Crisis management. Negative or positive opinions should be an opportunity to keep improving and providing useful content. Knowing how to manage a crisis in decisive moments and benefiting from it is crucial to keep your followers satisfied and maintain a high “love rate”.

You know best what’s going on with your own social network. Don’t use Facebook as a simple promotional window display, try to reach your users’ hearts, talk to them and pamper them. In the end, a follower of your brand on Facebook is a potential client, brand evangelist or potential troll.

Are you ready to start measuring your Facebook engagement? What’s the formula you apply to know the Facebook engagement rate? We want to hear from you, you can write a comment to give us your opinion.

 


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