What’s your metric baseline?

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byu/JonODonovan insocialmedia

[woojewjake]

comments and reshares

[xistel]

Depends on what your wider goals are. I use all of the above depending on the brand, porpuse and strategy at any given time.

My engagement formula is all interactions divided by the amount of people reached. Some people use page fans instead of people reached, but that’s nonsense (for me)

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I qualify engagement as all possible meaningful inteaction between the user, so comments, likes, shares, saves, etc.

[boolke]

I try to avoid passive engagements – so for twitter I would discount media engagements but count all the rest as engagements. Reason being is that I felt like i could game it by using multi images because they encourage more passive clicks and I won’t learn what my audience likes.

Engagement rate is engagements divided by impressions as a %. Impressions seems more widely available as a metric over reach.

LinkedIn is harder because organically you can’t take out the passive engagements so just have to accept that multi images and slideshows/carousels will skew the engagement rate higher.

Like others have mentioned the objectives are important but I’ve found that having organic benchmarks for average impressions and engagement rate gives me a good indication on initial performance – can then dig deeper into other metrics like view rate or ctr.