Total fan posts, comments, and Likes on brand posts.
Why It's Important
If no one engages with your content, what’s the point of creating it?
Engagement with your posts reflects three vital things:
Your brand’s ability to capture users’ attention
Your brand’s ability to forge a connection with content
Your brand’s ability to successfully target content
Engagement is a major factor in Facebook’s News Feed algorithm. This algorithm determines which News Feeds your posts are displayed in and, ultimately, how many users you’re able to reach.
When users engage, the actions they take appear in their timelines and those of their friends, making their connection with your brand visible to others. That exposure contributes to
awareness for your brand.
How to Use It
The Facebook engagement metric is incredibly useful for period-over-period competitive benchmarking.
Let’s say you’re an automotive company and you want to know which brands in your space are driving the most engagement this financial quarter versus the previous financial quarter.
By looking at engagement numbers for your competitors side-by-side, you obtain a clear view of what the industry baseline is and what excellence on Facebook means in your industry. You can see who’s doing well and who has room for improvement — including yourself.
Next, you can delve deeper into the individually successful and disappointing posts engagement-wise to learn which strategies to replicate and which to avoid.