How will you evaluate what is working for you on Social media and what’s not?

To know this we use engagement metrics of the posts on social media. Now the question is how to calculate this?

You might have heard that the platform analytic tools such as Twitter analytics, Facebook insights etc give the engagement score of the posts. Yes, it’s true. But what’s the use of it? If you want to understand your content effectiveness with respect to the other brands post.

Hence we should use a standardised formula to get the engagement score of every posts. But why? Because without having the login credential of a brand social channel’s page one can not see the platform analytics score.

The formula which we use is Like*1+Comment*9+Share*3 to get the engagement score of each and every post. Now you might be having a question, why such weightages? It is because of the effort an user has to put in order to engage with a post. Our assumption is an user takes maximum effort for commenting in a post. That’s why such high weightage has been given to comment.

Now you might have got another question.

Why I have not taken video views, impression, clicks, profile click into consideration?

It’s a valid question. Starting of my career, I also had the same question in my mind. The foremost reason for this is the authenticity. Some of the social media channels consider 0.03microsecond as a view. Suppose you are scrolling in your social media sites and a video comes in your news feed and if you exceed 0.03 ms on the video content, it would consider as a view number. Which is utterly wrong? Same goes for impression also. The time period is too little to consider for the engagement calculation. It will give a wrong impression to the brand.

The second reason is Format Analysis, which I will cover in the next blog.