SOCIAL METRICS: ENGAGEMENT

Types of social metrics for marketers

The social funnel can be segmented into four key customer journey stages:

Each stage has its own group of social metrics.

In this article, we will consider the second stage: Engagement metrics.

These numbers show how people are interacting with your content. 

These include:

1. Applause Rate

Applause Rate is the number of approval actions (e.g., likes, favorites) a post receives relative to your total number of followers.

When a follower likes or favorites one of your posts, she’s acknowledging that it’s valuable to her. Knowing what percentage of your audience finds value in the things you post can—and should—inform your content moving forward.

2. Average Engagement Rate

Average Engagement Rate is the number of engagement actions (e.g., likes, shares, comments) a post receives relative to your total number of followers.

It’s an important metric because higher engagement means your content is resonating with the audience. To prove that, track the engagement rate of every post. If you have a high engagement rate, the actual number of likes and shares, and comments is irrelevant.

3. Amplification Rate

Amplification Rate is the ratio of shares per post to the number of overall followers. The higher your amplification rate, the more willing your followers are to associate themselves with your brand.

4. Virality Rate

Virality Rate is the number of people who shared your post relative to the number of unique views (i.e., impressions) it had during a reporting period.

Like the other metrics on this list, the virality rate goes beneath the surface. It’s about more than just likes.


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