Engagement rate is the holy grail for any social media marketer and a brainteaser for many digital analysts.
Simply having a social media presence is not enough. All page admins want their content to be noticed, liked, commented and shared. Interactions are indeed vital to the self-esteem of every social media user, as well as key to the success of Pages.
So how do we measure the performance of our posts?
There are many varying ways to rank the success of a post, but these needs to be considered carefully. You can state that an entry with the highest reach is the best one, but have you considered that different kinds of posts are treated differently by Facebook news feed algorithm? Text only posts, for example, are currently enjoying higher organic reach than pictures and link posts.
Adding further confusion to the matter is the fact that 3rd party analytic programs use different formulas to calculate engagement rate. Socialbakers, in particular, takes into considerations the number of people that interacted with your post or page and the total count of fans. Using the number of page total likes implies a lower variability but leaves out the importance of reach, that is to say how many people saw the content.
Here it is how Facebook defines engagement rate in its insights:
For Facebook, engagement is more than the simple sum of likes, comments and shares. It includes the number of people who clicked anywhere on the post, such as opening a link or playing a video, to provide a more comprehensive parameter.
At end of the day, you can play with numbers and choose the definition that is most appropriate for your report or research, but you need to know what the different formulas imply and do your best to avoid measuring incomparable metrics.