If you spend an hour with a social media manager, you will definitely end up discussing Facebook engagement and its importance. However, what does Facebook engagement mean? In this article, we’ll go into detail about how to measure engagement rate on Facebook.
What is Facebook Engagement?
To put it in simple terms, Facebook engagement is any action that a person takes on one of your comments or posts in your groups, pages, or ads. These actions include link clicks, shares, comments, and reactions.
Your Facebook engagement should provide an honest valuation of the quality of your content and efforts since you’ll be factoring out the number of followers you have. For instance, you can say you’re not producing enough quality content if you receive a dozen engagements per one post, but your business has millions of followers.
Before going into the specifics of Facebook engagement, we want to go over some key terms.
- Reach – How many people have seen your post in their timelines.
- Clicks – The number of people that have clicked on a link or image in your post.
- Shares – How many times users shared your post on their own page.
- Comments – How many people have commented on your posts.
- Likes – The number of people who liked your post.
How to Measure Engagement Rate on Facebook?
The engagement rate offers you a more precise representation of content performance than simply looking at things like comments, shares, and likes. An engagement rate is calculated by dividing the total engagement with total followers and multiplying it by 100.
(total engagement / followers ) x 100 = Engagement Rate
For instance, let’s say that a company posted an article on their Facebook page to their 10,000 fans and received 100 shares, 100 comments, and 200 likes.
This means that the total engagement would be:
When we calculate this company’s engagement rate with the equation we provided above, it will go something like this:
400 / 10,000 x 100% = 4%.
You will need to benchmark your engagement rate against something else so you can determine if the rate is bad or good. You can benchmark your own engagement rate over time by asking yourself how your content performs in a given time period. Try benchmarking against your key competitors by comparing your performance against competitors.
You can benchmark against top industry players by creating a benchmark for your industry’s social media engagement performance. You can also benchmark against your own social media profiles by comparing your performance on different social media platforms.
Typically, this can take hours of reporting or calculating. However, there are many online tools that can help you with calculating your engagement rate.
Make sure that you have a Facebook contest, ask questions, post photos, and have a call to action. People don’t want to hear about your products all day.
Since engagement fluctuates quite a lot, you should monitor the rate of engagement constantly, perhaps even daily.
Remember is that timing is crucial when it comes to engagement. You don’t want to post on social media pages when everyone is sleeping or is at work. A better time for posting would be considered when people are in transit or just coming back from work. These are usually times that people check their phones for any updates.
Tips For Increasing Facebook Engagement
Following are a few tips that can help you in increasing your Facebook Engagement.
1. Make sure you’re relatable
Post more personal content as a way to increase your engagement rate. If your brand only shares testimonials or stuff you have on sale, you won’t get much interaction from your audience.
But, if you share information about how your brand is celebrating its birthday or how you are currently feeling, you will get much better results.
These better results will come in the form of shares, comments, and likes. Also, make sure you keep your posts short. People don’t want to spend too much time on one post while scrolling on their timeline.
2. Participate in related groups and pages
Another way to generate engagement is to participate in popular Facebook groups or pages. Begin sharing content and engaging with pages and groups your audience is already interacting with.
3. Reply to your audience
Replying to your audience will increase your engagement. Make sure you thank your customers when they compliment your brand, provide advice and responses when people ask questions, and address any complaints.
However, this can take quite some time and you can automatize parts of this process.
For example, let’s say you want to share a discount code with your audience but you don’t want anyone to have access to it. You can send your code only to the people who commented. But doing this by hand is tedious. You can use our Facebook Auto Comment & Reply tool to automatically send private messages to fans who commented on your post!
Set aside time for replying to your audience, or get the help of a Facebook auto-reply app.