What is Engagement on Social Media ?

Engagement is the open to way communication between the brand(you) and your fans and followers

Benefits :

Reach

• What is Reach ?

– The unique number of people who received impressions of a Page post.

– Reach is divided into three segments1. Organic : # of unique users, fans or non-fans, who saw any content

about your Page in their News Feeds, ticker or on your Page.

Reach

2. Viral: # of unique people who saw this post from a story published by a friend

3. Paid: is the number of unique people who saw an ad or Sponsored Story that pointed to your Page.

Hierarchy of posts

• Studies show the posts on FB mainly reach up to 16% (+5)

• Why ?

– Simply Facebook wants Brands to advertise and promote to gain money

** this means approximately 80% of your fans do not see the brand posts !

Hierarchy of posts

- Types of posts with the highest Reach

Most Reach

- Types of posts with the highest interactions

Most interactions

- Facebook wants to show the power of word

Question

Video

Link

Photo

Status

Photo

Status

Link/Video

Question

Engagement Rates

How is it measured? – According to Facebook the different types of stories measured in your PTAT score include:

• Liking your page

• Liking, commenting on, or sharing your page post

• Answering a Question you’ve asked

• Responding to your event

• Mentioning your page

• Tagging your page in a photo

• Checking in or recommending your place

*In other words; all Facebook actions in regards to a page.

PTAT includes most actions taken by your Facebook users. However, it does not include video plays or clicks on photos and links in posts.

What is PTAT (People Talking about this ) ?- The sum of the unique users who have created

stories about your page over the past seven days

Facebook insights

1- Click on ‘SEE ALL’ on the ‘INSIGHTS’

2- On clicking on ‘SEE ALL’, admins will see this screen;

Click on Export Data

Facebook Insights

3- Select the ‘START TIME’ & ‘END TIME’; Select the ‘FILE FORMAT’ as EXCEL (and page or post level )

On opening the FACEBOOK INSIGHTS – DATA EXPORT, Select ‘ENABLE EDITING’ in order to analyze the data as shown

Engagement Rate

• Each of us has his own way in calculating the engagement rate of his page, such common equations used are

Weekly Engagement Rate

BUT THERE IS SOMETHNG MISSING !

*Above 1% is good!

Example

Number Of Fans : 780,891

PTAT: 25,192

Weekly Engaged Fans

(25,192/780,891)*100 = 3.22%

ExampleBMW- Middle East posted album brought the following interactions 2889 likes, 68 comments, 316 shares

- The page also received 462 new fans

Using Social bakers DPER formula

(2889+68+316+462)/777,638 X 100 = 0.5% !

Engagement Rate

Two Major problems with these formulas

1. First Problem : they don’t include all interactions– What about the interactions when your fans play your videos, look at your photos or

click on your links, aren't these considered as engagement ?

2. Second Problem : they are based on the number of fans only– Brands need to focus on the number of people reached, not the number of fans! And

since my reach is 16%(+5) around 80-84% of my fans don’t see it.

Engagement Rates

• A better proposed formula:– Engagement Rate : Engaged Users / Total Reached Users

• Why ?

– Including all interactions that occurred

– Limiting engagement to actual reach instead of total number of fans thus giving us the true power of the content

Results

• It includes all type of interactions : photo views, video plays, link clicks, quotes… Not only likes, comments and shares.

• It compares fans and non-fans engagement (Users engaged may or may be not fans) with total number of fans and non-fans reached

• Only people who had the opportunity to see your content (thus the opportunity to interact with it) are included

• Understanding what days brings you higher engagement

Best Practices

• Use Social, Value adding, fun & interactive content

• Follow the Social Vs. Brand Rule

• Limit your posts to two posts a day do not exceed 9 a week.

• Keep your content always related to the brand

• Never forget to stay up to date with FB promotional guidelines

• Know when to post.

Thank You

@Moeayyad