Social media engagement rate influences your product campaign success. In this article at Hootsuite, Katie Sehl discusses 6 social media engagement formulae to help you gauge your campaign success rate.
Calculating Social Media Engagement
When consumers are interested, they get more likes, comments, favorites, shares, tweets, clicks, etc. Use the following formulae to understand your win rate:
Engagement Rate by Reach (ERR):
This measures the percentage of users that saw your content and began interacting with it. Here is the formula:
ERR = Total Engagements per Post / Reach per Post * 100
For average ERR, use the formula below:
Average ERR = Total ERR / Total posts
Measuring reach gives better results than follower counts as non-followers reach posts through shares, hashtags, etc. However, the count can fluctuate. A low reach count can result in a higher social media engagement rate.
Engagement Rate by Posts (ER post):
Use the following formula to measure the number of followers per post:
ER post = Total Engagements on a Post / Total Followers * 100
Average ER by Post = Total ER by Post / Total Posts
For a valid result, measure follower post. However, your engagement rate can drop even if the follower rate is up.
Engagement Rate by Impressions (ER Impressions):
Impressions is another way to measure social media engagement rate.
ER Impressions = Total Engagements on a Post / Total Impressions * 100
Average ER Impressions = Total ER Impressions / Total Posts
The above formulae work best for paid content. However, the results are usually lower than those of ERR and ER post. Calculate reach along with it to get accurate results.
Daily Engagement Rate (Daily ER):
To calculate your social media engagement rate daily, use this formula:
Daily ER = Total Engagements in a Day / Total Followers * 100
Average Daily ER = Total Engagements for X Days / (X Days * Followers) * 100
It measures user interactions per day and not per post. This calculation can mislead as its result would be 10 if a single follower interacts 10 times with the content.
Engagement Rate by Views (ER Views):
Know how many users watched your videos using the following equation:
ER View = Total Engagements on Video Post / Total Video Views * 100
Average ER View = Total ER View / Total Posts
Remember, repeat views from the same follower may be counted as separate views.
Cost per Engagement (CPE):
To understand sponsored content’s social media engagement rate, use this formula:
CPE = Total Amount Spent / Total Engagements
To view the original article in full, click on the following link: https://blog.hootsuite.com/calculate-engagement-rate/