When a user shares your Facebook post with his or her Facebook friends, possibly adding commentary. A Facebook post can be shared on your own Timeline, on a friend’s Timeline, in a group, or in a private message.
Why It's Important
A Facebook share provides more exposure for your brand and amplifies your content.
Brands often consider shares the most coveted engagement type, since they imply that the user feels connected enough to brand content that he or she wants to share it with friends.
How to Use It
Looking at how many shares you receive alongside your total Likes, comments, and clicks during a given time period is an effective way to discover why some of your content goes viral, and some doesn’t.
By determining which content drives engagement via Likes, comments, and clicks, but fails to win on the share front, you’ll be able to determine how to create content with a wider spread in the future — and define what engagement success means for your brand.