Deciphering the Like: measuring Facebook engagement
Both individual brands and agencies create Facebook pages in the hope of acquiring as many fans as possible through which, they can secure a solid marketing and branding channel.
However, the success of their Facebook page is too often measured against Facebook likes alone.
Measurable engagement amongst fans, as well as friends of fans is what really demonstrates a successful campaign. The question is – How can we report a solid ROI on something like engagement and, more importantly, how can it be measured?
Studies have revealed that in some cases up to 90% of fans never actually return to a fan page; instead the majority of interactions are occurring within the news feed by fans and their friends. These friends of fans may continue to see a post and may engage with a brand in the feed; however, many never actually become a fan.
Facebook’s real marketing power lies in the old adage of word of mouth, in this case- the friends, who come with the implicit recommendation of a trusted source. It is this emphasis which is one of the most successful ways to secure new customers, and this is even more prevalent now with the launch of Facebook Graph Search, letting us delve deeper into user interactions.
Facebook Graph Search
This enhanced search feature provides the ability to search the interactions of friends, as well as brand pages, giving extra insight into user activity. Rather than an over-emphasis on likes, promotion of user interactions needs to be at the forefront.
Facebook Graph Search has the power to return an image a friend has liked, a comment, or even a check-in at a restaurant regardless of whether the user has actually liked a brand page, even if this activity has been missed by friends in the newsfeed.
Formula for calculating engagement
Calculating engagement rate is much more effective at providing insight on performance, however current formulas are far from perfect. Let’s have a look at a few options.
Facebook’s provided “People talking about this” metric or PTAT is generated from users who have created a story from a post, for example commenting, liking, tagging or sharing. It also includes viral shares, so any comments and likes that have occurred from shares by others.
These numbers are unique, meaning if a user creates multiple stories in a seven day period this will only count as one interaction. There is a PTAT at a post level and at a page level.
Unfortunately when looking at PTAT, it does not consider negative comments, it only considers hides or spam flags delivering the misconception of a positive response. People are on Facebook to connect with friends and family, not to be bombarded with advertising, so branded messages need to be delicate.
I have seen many posts that receive serious backlash due to poor messaging. However, these posts would have received a high engagement rate due to the sheer amount of negative comments- engaging indeed!
Consideration of negative comments aside, some use this metric in a formula for calculating engagement of PTAT divided by the number of fans, this is simple and easy enough to calculate. The problem with this formula being calculated against fan count is that majority of interactions may not occur from the fans of a page; this formula does not consider the interactions of non fans as well. To show a more accurate result we could replace fans with reach, this way we are including fans and non fans within the equation.
Another concern with this formula is that results can be misleading when compared with pages that post more frequently. These pages could record a much higher overall engagement rate purely based on number of posts. For example, a page with 20 posts with one like each will record a higher engagement rate than a page with one post and 15 likes. We can improve this formula by breaking it down by number of posts rather than the running total.
With this in mind, using PTAT as a metric combines paid and earned interactions which can also skew results if looking purely at organic traffic. We need to be sure we are comparing apples to apples when we are measuring performance of individual posts.
So, what is the suggested formula for a Facebook fan pages engagement rate?
Total number of all interaction including likes, comments, and shares, divided by the number of posts divided by the number of users reached.
Facebook Engagement rate per day = # of interactions / # of posts / reach
Facebook Engagement rate per post = # of interactions / reach
This approach takes into consideration the total activity of fans and non fans while removing the skew from high frequency posts that inaccurately impact page engagement levels.
Does higher engagement mean success?
A million people in Silicon Valley walk into a bar. No one buys anything. Bar is declared a rousing success. – Jeffrey Zeldman
Now that we have a more accurate way to track engagement levels we need to keep in mind that engagement rate is effective in tracking activity, not necessarily outcomes or the ability to change or influence behavior, and at the end of the day this is this what brands are ultimately looking for. Maybe we should be asking how we can measure influence.
A Facebook engagement rate combined with other analytics such as lead and conversion tracking could provide us with that extra level of insight to help close the loop. Campaigns need to be structured in a way that they receive a high level of positive engagement that can ultimately lead to influencing consumer behavior. One can achieve a high engagement rate simply by posting jokes or playful images.
Engagement without context or influence is purely just a number of interactions. A high engagement rate is great, one that can also influence consumer behavior is even better.
Daniel Christos is technology and innovations director at TBWA\Digital Arts Network
Please login with linkedin to comment
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.