Part I of this topic covered Absolute Engagement, the actual numbers – how many likes, comments, shares etc your Page is getting. Now we take into account the number of Page Likes, as comparing the Absolute Engagement between pages of vastly different Like numbers has little meaning. This is what we call Engagement Rate and is calculated by simply dividing the Total Engagement (from your Absolute Engagement equation) by how many Page Likes you have. I sense some readers have switched off already.
Here’s an example: say you want to figure out the Engagement Rate for your most recent post. Easy, count the likes, shares, comments and if there was a link to click, video to watch or image to view, count those too. Let’s say the total is 50.
Divide this number by the number of page likes you have, let’s say 1,000, so 50/1000 = an engagement rate of 5%.
What’s a good rate? A rough rule of thumb is 1% or greater = good.
Anything less than 0.5% and you should look at changing something, such as the makeup of your content (are you using images, video, engaging copy) and posting time (peak usage is 7:00pm – 9:30pm). In saying this we generally see a decline in Engagement Rate as Page Likes go up. For example, Air NZ have 677,000 page likes but are only getting a 0.02 – 0.1% ER. They can get close to 1% on some posts but these are few and far between.
Can ER be further analysed – absolutely!
50% of readers have now probably moved on. Good on you for sticking with it.
Without diving too deep into it, Facebook don’t show your posts to all of your fans. Maybe not even half of your fans. In fact, we have seen average figures quoted at around 16%. That means on average, a Facebook Page post is seen by 16% of the Page’s fans. This has to do with lots of things and can be addressed in another blog post.
Due to this, our poor ER is at a real disadvantage right from the get go. Introducing Gross Engagement Rate (GER) and Net Engagement Rate (NER):
Gross Engagement Rate = Total Engagement/No. of Page Likes
Net Engagement Rate = Total Engagement/People Reached
You can find your People Reached figure in the bottom left of each post (assuming you’re an admin of the Page), which is the number of people that have seen the post and therefore have an opportunity to engage with your post. As users do not always get an opportunity to see every post, the real success of a post (and a good indication of what works and what doesn’t) can be gauged more accurately by NER, rather the GER.
Things can get really funky when we split these into Active and Passive (see Part I) using the same denominator, but now that I’ve lost 90% of readers, I’ll quit while I’m behind and save it for another time.