Social Status (https://www.socialstatus.io/) is a social media analytics platform that automates your social media reporting. This 2020 Social Media Metrics Glossary covers social metrics in our Profile Analytics product. Create your free account today.
Twitter Moments Launch & What it Means for Brand MarketersTom Edwards
Twitter launched Moments on October 6th, 2015 as curated collections of content from across Twitter on various topics. Moments allow for multiple content types and the ability to sequentially tell stories. While similar to Snapchat stories, Moments are less location-based and more focused on conversations. Twitter plans to roll out brand tools to allow 100% curated Moments, and see potential for advertising integration in the future to promote Moments and sponsor events.
Tips on what metrics to look at when you're trying to measure ROI for social media marketing in terms of time and resources spent? http://www.elliottlemenager.com
This document discusses how to analyze and compare key social media metrics and insights from Brand24's social listening tool. It outlines several important metrics to track, including number of mentions, sentiments, social media reach, interactions, and share of voice. It also provides guidance on comparing metrics over different time frames and between projects or competitors. The document recommends generating PDF or Excel reports to share insights with stakeholders. Brand24's software allows customizing alerts to notify users of important changes or negative mentions.
This 11-page pdf breaks down social media metrics for Facebook, Instagram, Twitter, and LinkedIn all in one place. Not only do we share how each metric is defined but also how each metric is calculated and where the data can be found on each platform. Shore up on your analytics and wow your boss or clients in meetings - this guide is perfect for the social media manager on the go!
9 Ways to Increase Your Twitter Engagement Today Ghaith Alqaq
One of the biggest obstacles on social media sites is obtaining your organic web content uncovered. After all, social media networks are extra likely than ever to prioritize paid or improved material, at the expense of top-quality complimentary posts. While Facebook is the most popular for this, as marketers we require to be mindful of what it requires to get our message to the ideal individuals.
Like all other social media systems, Twitter works on an algorithm attempting to determine what content to serve each user in their newsfeed, as well as there is no better sign of content quality in the eyes of any social media than the involvement it obtains from your fans and also other individuals. That is why similar to any type of various other social media if you are involved on Twitter for a company, interaction matters.
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits' Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy. #MNNPTech
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits’ Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy.
Twitter Moments Launch & What it Means for Brand MarketersTom Edwards
Twitter launched Moments on October 6th, 2015 as curated collections of content from across Twitter on various topics. Moments allow for multiple content types and the ability to sequentially tell stories. While similar to Snapchat stories, Moments are less location-based and more focused on conversations. Twitter plans to roll out brand tools to allow 100% curated Moments, and see potential for advertising integration in the future to promote Moments and sponsor events.
Tips on what metrics to look at when you're trying to measure ROI for social media marketing in terms of time and resources spent? http://www.elliottlemenager.com
This document discusses how to analyze and compare key social media metrics and insights from Brand24's social listening tool. It outlines several important metrics to track, including number of mentions, sentiments, social media reach, interactions, and share of voice. It also provides guidance on comparing metrics over different time frames and between projects or competitors. The document recommends generating PDF or Excel reports to share insights with stakeholders. Brand24's software allows customizing alerts to notify users of important changes or negative mentions.
This 11-page pdf breaks down social media metrics for Facebook, Instagram, Twitter, and LinkedIn all in one place. Not only do we share how each metric is defined but also how each metric is calculated and where the data can be found on each platform. Shore up on your analytics and wow your boss or clients in meetings - this guide is perfect for the social media manager on the go!
9 Ways to Increase Your Twitter Engagement Today Ghaith Alqaq
One of the biggest obstacles on social media sites is obtaining your organic web content uncovered. After all, social media networks are extra likely than ever to prioritize paid or improved material, at the expense of top-quality complimentary posts. While Facebook is the most popular for this, as marketers we require to be mindful of what it requires to get our message to the ideal individuals.
Like all other social media systems, Twitter works on an algorithm attempting to determine what content to serve each user in their newsfeed, as well as there is no better sign of content quality in the eyes of any social media than the involvement it obtains from your fans and also other individuals. That is why similar to any type of various other social media if you are involved on Twitter for a company, interaction matters.
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits' Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy. #MNNPTech
This presentation was given by Kristin Gast and David Erickson of Tunheim Partners on March 25, 2010, at the Minnesota Council of Nonprofits’ Technology and Communications Conference, Remix, Refresh, Reload: Balancing New Media & Traditional Strategy.
Tubalytics feature description and edition comparisonareconster
Tubalytics is a global, all-you-need YouTube analytics tool for influencer marketing. It is also a comprehensive intelligence system that helps marketers and agencies to discover growing channels, estimate their audience, and explore market trends.
Also, Tubalytics is a great tool for influencer relationship management and planning paid promotion campaigns on YouTube.
Unlike others, Tubalytics provides all the necessary features to help marketers and agencies with their daily work:
- Audience ratings for channels
- Fastest-growing channels identification
- Paid promotion cost estimation
- Influencer discovery
- Searching videos with promoted content
- Influencer relationship management system
- Planning, executing, managing, and monitoring campaigns
- Exploring YouTube trends
- Filtering diverse channel tops
- Gathering exhaustive details about any channel
- Professional advice on selected YouTube channels
In this session, we address how to measure your online stats and demonstrate impact. We look at web analytics, newsletters and social media. Ideal for those comfortable with analytics.
Social Media Marketing - A complete guide for mobile apps Gabriela Bejan
Complete ebook with key insights on how to boost your mobile app downloads through social media.
This guide is based on our experience of working with 10 mobile apps over the past 12 months.
If you have a mobile app and you're not sure you're using social media the right way, we've focused on the latest best practices for Facebook, Twitter, Instagram, and LinkedIn.
This guide is FREE, and we’d love to hear your thoughts on it! :)
This document discusses the importance of using social media analytics tools to measure social media success and avoid "flying blind". It recommends benchmarking against competitors to identify what content and strategies are most effective. The summary discusses tracking key metrics on different platforms, comparing performance to benchmarks, and how competitive analysis can help optimize strategy and customer service.
Automated Promoted Post Detection [Facebook Boosting]PropheSee
This document summarizes a report analyzing the Facebook boosting strategies of 5 Indian e-commerce brands from February to March 2016. It finds that Brand 1 yielded the most engagements (71%) from promoted posts. The report examines organic versus paid content performance, boosting efficiency, estimated boosting budgets, and the best performing promoted and organic posts for each brand. It aims to provide insights into competitors' social spending to help optimize marketing strategies.
Instagram Social Marketing Strategy Kit Mohamed Mahdy
This document outlines various metrics for measuring success on Instagram. It discusses engagement metrics like likes, comments, total engagement and engagement per post. It also covers follower metrics like total followers and change in followers. Additional metrics discussed are most engaging filter, top photo tags, hashtag mentions, volume and potential reach. The document provides five strategic measurement tactics including learning about your audience, paying attention to posting times, checking competitors, hashtags to build your brand and influencer marketing. It emphasizes the importance of measurement for optimizing Instagram strategy and understanding what content resonates best.
The document summarizes various web analytics and social media analytics tools that can be used to track website, blog, social media, and email performance. It discusses tools like Google Analytics, Clicktale, CrazyEgg, Facebook Insights, TweetReach, and others that provide metrics on user demographics, engagement, traffic sources, and more. The goal is to help organizations understand user behavior and optimize communications.
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
Measuring Share of Experience by MESH ExperienceMesh Experience
White paper on measuring share of experience and why it's a better measure than share of voice. New metrics are presented to help optimize media strategy and planning. Paid media often only accounts for 25% of experiences. Share of voice only looks at paid media. We've found share of experience correlates better with market share than share of voice. It's better to build excess share of experience to drive up market share.
Find Success With Your Blog Using These Critical MetricsMatthew Woodward
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Buzzient social analytics aug 2013 celcom vs. singtel vs. telstraTBJ Investments, LLC
This social media analytics report from Buzzient analyzes sentiment and engagement for Celcom, Singtel, and Telstra on social media from August 1-31, 2013. Key findings include: Celcom and Telstra had mildly positive sentiment scores while Singtel's was mildly negative. Telstra dominated share of voice compared to the other brands. Sentiment, volume, and source trends are presented over time to analyze changes. The report also provides an overview of Buzzient Enterprise's social media monitoring and analytics capabilities.
How to Build a Corporate Culture of Data | Gwen Miller | Kin CommunityGwen Miller
Data is a fundamental element of digital media. It’s intertwined with everything we do and when you harness it right you can uncover incredible insights that make your content better, build your audiences and increase sales. There’s so much data available that even if you build a specialized and dedicated data team they still won’t be able to manage and interpret all of it. The only way to manage this flood of data in today’s modern digital media companies is to empower every employee to be a data expert. But how do you do that? This seminar provides a detailed road map to how to transform your organization into a data-first group, drawing on Gwen Miller’s experience doing just that at Kin Community. Learn how you can first become an expert data evangelist, then best practices for developing custom data priorities for every individual and team and then how to teach those teams to replicate the process outwards, and begin their own personal data journeys.
In the fast-paced world of social media, where attention spans are short and content is abundant, video has emerged as a powerful tool for engagement and communication. Whether it's a short clip, a tutorial, or a full-fledged production, videos have the potential to captivate audiences and convey messages effectively.
However, in order to harness the true potential of videos on social media, understanding video analytics is crucial. These metrics provide insights into the performance of your videos and help you measure success accurately. In this article, we delve into the world of video analytics and explore how they can be used to measure success on social media platforms.
Organic Masterclass: How to Measure & ReportFalcon.io
This document discusses how to measure and report on organic social media performance. It begins with an overview of how paid and organic social work together to drive outcomes. It then provides a framework for setting measurable organic goals by aligning them with overall business objectives. The document outlines key metrics to track for organic awareness, engagement, and conversions, and compares them to paid metrics. It also discusses tools for bringing all the data together and creating customized reports. The key takeaways are to consider how paid and organic complement each other, establish a clear measurement framework, use metrics that demonstrate value, track conversions at all stages, start measurement slowly, and choose tools that provide useful insights.
This document provides summaries of various social media tools, including:
- Mention, which allows users to monitor brands and keywords across the web and social media.
- LikeAlyzer, a free tool that assesses Facebook pages and provides suggestions for improvement.
- Social Crawlytics, a free tool that identifies competitors' most shared content on social media.
- Agorapulse, HootSuite, ViralTag, Buffer, Nimble, and Dlvr.it, which are various social media management and analytics tools.
- A section with 101 tips for social media marketing across various platforms and activities.
Does Your Digital Marketing Agency Track These Social Media KPIs?PrashantYadav371371
Social media KPI or Key Performance Indicators shows how your social media channels are performing. Not only they do indicate social media performance but also prove social media’s ROI for your business. Every business has their specific uses for specific social media channel, and they have their own specific KPI numbers. It also shows if your digital marketing agency is getting you connected to the right target or not.
Produced and presented by Graeme Benstead-Hume and SiteVisibility for the Brighton Digital Marketing Festival event.
Measuring social media with Google Analytics covers campaign tracking, advanced segments & traffic filters.
E book introducing_microsoft_social_engagement_sourceImix Colombia
En un mundo social conectado, la interacción con los clientes puede darse en cualquier lugar y momento, y es vital para hacer que su negocio crezca. Microsoft Social Engagement pone eficaces herramientas para contenido social a disposición de sus equipos de ventas, marketing y servicio. Estas herramientas les permiten obtener una idea clara de la opinión que tiene la gente sobre su negocio y ponerse en contacto de forma proactiva con clientes, admiradores y críticos en los medios sociales.
Engage121 is a SaaS provider founded in 1998 that is profitable with diverse businesses. It is headquartered in Norwalk, CT with additional offices in NYC, Chicago, and London. Engage121 launched its social media management platform Engage121 in 2010, which has since been recognized as a top SMMS for business and a cool vendor for customer service and social CRM. The platform provides a comprehensive social media management solution for enterprises to plan, publish, listen, care, speak, and evaluate their social media efforts across multiple brands and markets.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
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Tubalytics is a global, all-you-need YouTube analytics tool for influencer marketing. It is also a comprehensive intelligence system that helps marketers and agencies to discover growing channels, estimate their audience, and explore market trends.
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This guide is based on our experience of working with 10 mobile apps over the past 12 months.
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This guide is FREE, and we’d love to hear your thoughts on it! :)
This document discusses the importance of using social media analytics tools to measure social media success and avoid "flying blind". It recommends benchmarking against competitors to identify what content and strategies are most effective. The summary discusses tracking key metrics on different platforms, comparing performance to benchmarks, and how competitive analysis can help optimize strategy and customer service.
Automated Promoted Post Detection [Facebook Boosting]PropheSee
This document summarizes a report analyzing the Facebook boosting strategies of 5 Indian e-commerce brands from February to March 2016. It finds that Brand 1 yielded the most engagements (71%) from promoted posts. The report examines organic versus paid content performance, boosting efficiency, estimated boosting budgets, and the best performing promoted and organic posts for each brand. It aims to provide insights into competitors' social spending to help optimize marketing strategies.
Instagram Social Marketing Strategy Kit Mohamed Mahdy
This document outlines various metrics for measuring success on Instagram. It discusses engagement metrics like likes, comments, total engagement and engagement per post. It also covers follower metrics like total followers and change in followers. Additional metrics discussed are most engaging filter, top photo tags, hashtag mentions, volume and potential reach. The document provides five strategic measurement tactics including learning about your audience, paying attention to posting times, checking competitors, hashtags to build your brand and influencer marketing. It emphasizes the importance of measurement for optimizing Instagram strategy and understanding what content resonates best.
The document summarizes various web analytics and social media analytics tools that can be used to track website, blog, social media, and email performance. It discusses tools like Google Analytics, Clicktale, CrazyEgg, Facebook Insights, TweetReach, and others that provide metrics on user demographics, engagement, traffic sources, and more. The goal is to help organizations understand user behavior and optimize communications.
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
Measuring Share of Experience by MESH ExperienceMesh Experience
White paper on measuring share of experience and why it's a better measure than share of voice. New metrics are presented to help optimize media strategy and planning. Paid media often only accounts for 25% of experiences. Share of voice only looks at paid media. We've found share of experience correlates better with market share than share of voice. It's better to build excess share of experience to drive up market share.
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This social media analytics report from Buzzient analyzes sentiment and engagement for Celcom, Singtel, and Telstra on social media from August 1-31, 2013. Key findings include: Celcom and Telstra had mildly positive sentiment scores while Singtel's was mildly negative. Telstra dominated share of voice compared to the other brands. Sentiment, volume, and source trends are presented over time to analyze changes. The report also provides an overview of Buzzient Enterprise's social media monitoring and analytics capabilities.
How to Build a Corporate Culture of Data | Gwen Miller | Kin CommunityGwen Miller
Data is a fundamental element of digital media. It’s intertwined with everything we do and when you harness it right you can uncover incredible insights that make your content better, build your audiences and increase sales. There’s so much data available that even if you build a specialized and dedicated data team they still won’t be able to manage and interpret all of it. The only way to manage this flood of data in today’s modern digital media companies is to empower every employee to be a data expert. But how do you do that? This seminar provides a detailed road map to how to transform your organization into a data-first group, drawing on Gwen Miller’s experience doing just that at Kin Community. Learn how you can first become an expert data evangelist, then best practices for developing custom data priorities for every individual and team and then how to teach those teams to replicate the process outwards, and begin their own personal data journeys.
In the fast-paced world of social media, where attention spans are short and content is abundant, video has emerged as a powerful tool for engagement and communication. Whether it's a short clip, a tutorial, or a full-fledged production, videos have the potential to captivate audiences and convey messages effectively.
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2. Metrics Glossary
January 2020 | Page 2
www.socialstatus.io
Unpublished posts / dark posts / off-page posts / blind
posts / ghost posts
Five terms that all mean the same thing 🙄. Unpublished
posts are ads which are not published on your page or
profile. Because these ads are not visible on the page or
profile, you won’t be able to see them in the Profile Analytics
section of your report. Profile Analytics tracks published
posts only. To see performance for unpublished posts (ads)
you’ll need to check the Ads Analytics section of your report.
Post level vs Page level metrics
Profile Analytics includes post-level metrics only, not page-
level metrics. For example, your page-level Impressions will
likely be higher than your post-level Impressions. Page-level
Impressions include users visiting, messaging or checking-in
to your page whereas post-level Impressions are the
impressions on your posts only.
Post performance during report time interval
When a report is generated it represents post performance at
a specific moment in time. Reach, Impressions, Video Views,
Interactions and Link Clicks will likely continue on posts after
the report is generated. For example, if you post on the 30th
of the month and then on the 1st of the new month you create
a report. This will obviously only capture results on that
specific post as at the 1st of the month. If you check back on
the post several days later you will likely see higher reach or
interactions than what is quoted in the original report.
Metric differences over time
Throughout Social Status reports you will see up/down
arrows next to most metrics. These percentages indicate the
positive or negative change in the metric vs the previous
report time interval. For example, in a monthly report, these
percentages indicate the month-on-month change in a given
metric.
Concepts
3. Metrics Glossary
January 2020 | Page 3
www.socialstatus.io
Reach & Impressions Metrics
TOTAL IMPRESSIONS
ORGANIC REACH RATE (ORR)
114,025
10.04%
Post Reach
ORGANIC
PAID
55,823
58,202
AVERAGE 28-DAY REACH
87,156
AVERAGE POST REACH
14,526
AVERAGE POST IMPRESSIONS
19,004
Reach & Impressions Metrics FAQ
What’s the difference between Reach & Impressions?
Whilst both metrics refer to content views, they are very
different. Reach refers to views from unique people while
Impressions refers to total (non-unique) views. This difference
is important because your content can be seen by the same
person multiple times. This means at the post level, the
Impressions metric will likely be higher than the Reach metric
because some people would have seen the same posts
multiple times.
Are paid Impressions included?
Yes, the Total Impressions metric includes all organic and
paid Impressions on published posts. Remember,
unpublished post Impressions are not included in these totals.
You will need to refer to the Ads Analytics section for these.
Why isn’t there a “Total Reach” metric?
Unfortunately this is a limitation imposed by Facebook. They
only provide Reach at the post level. Aggregate Total Reach
is only provided at a 7-day and 28-day time interval. This is
why we use an “Average 28-day Reach” metric. Also, Reach
is not an available metric on Twitter.
Can I sum all the post Reach to get Total Reach?
Some marketers sum all the Reach of individual posts
together and report this as Total Reach. However in doing so,
they are double-counting unique people across posts so the
total count would not represent true Reach and instead would
be somewhere between Reach and Impressions (ie: non-
unique Reach).
AVERAGE POST IMPRESSIONS = Total Impressions (organic + paid) across
all published posts divided by the number of published posts.
AVERAGE 28-DAY REACH = The “28-Day Reach” total each day (at the page
level) averaged out across the report time interval. This is the closest you can
get to true Total Reach and is the recommended alternative to summing post
reach.
ORGANIC REACH RATE (ORR) = Organic Reach divided by Page Likes
averaged out across all published posts in the report time interval. This is a
Facebook metric only and represents the percentage of your Fans who saw
your published posts organically.
TOTAL IMPRESSIONS = Total impressions (organic + paid) of all your
published posts during the report time interval. (Remember, unpublished post
Impressions are not included in this total). For Facebook, you’ll see Total
Impressions split into separate “organic” and “paid” metrics, however for the
other social channels you’ll see a total (organic + paid) metric. We’re working
with Twitter at the moment to bring Tweet Impressions to Social Status.
AVERAGE POST REACH = Total Reach (organic + paid) across all published
posts divided by the number of published posts. Please note, Post Reach is not
available for Twitter.
4. Metrics Glossary
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Video Metrics
VIDEO VIEWS (3-SEC)
41,740
Video Metrics FAQ
What constitutes a Video View?
For Facebook, Instagram, Twitter and LinkedIn the default
video view is 3-seconds. This means if a user is scrolling
through News Feed and a native video autoplays – it will
count as a Video View if at least 3 seconds was visible on
the screen. We provide several other metrics to help you
measure the level of viewership including 10-second Video
Views and 95% Video Views. Like the Reach & Impression
metrics, these metrics are based on published posts and do
not include unpublished posts. For Facebook and
Instagram, 3-second Video Views are split into organic and
paid metrics while the other social channels are a
combined organic + paid total.
What about Video Views on YouTube?
On YouTube, a “Video View” is not as simple as a certain
amount of seconds watched. YouTube has a sophisticated
system for determining a Video View. It takes into account
the amount of seconds watched, who watches it, their
device, watch history and a number of other criteria.
YouTube’s methodology is essentially a black box and it is
at their discretion what constitutes a “Video View”.
Why are Impressions greater than Video Views?
At the post level, Impressions (and Reach) should be
greater than Video Views. This is because an Impression is
immediate, whereas a Video View counts after 3 seconds.
So if someone watches a video for only 2 seconds, they will
count as an Impression (and as Reach) but they won’t be
counted as a Video View.
3-SEC VIDEO VIEW RATE (VVR) = 3-sec Video Views divided by Post Reach
averaged out across all published posts in the report time interval.
CLICKS TO PLAY = the number of organic + paid clicks or taps on a video to
play/pause on all published posts during the report time interval. Clicks to Play
is a Facebook and Instagram metric only. On mobile, this will launch the video
full screen and activate sound.
VIDEO VIEWS (10-SEC)
VIDEO VIEWS (95%)
3-SEC VIDEO VIEW RATE (VVR)
10-SEC VIDEO VIEW RATE (VVR)
10,540
2,934
45.42%
11.30%
Video Views
CLICKS TO PLAY
1,140
VIDEO VIEWS (3-SEC) = the number of video views lasting for 3-seconds or
longer on all published posts during the report time interval. (Remember,
unpublished post Video Views are not included in this total). For Facebook and
Instagram, you’ll see Video Views split into separate “organic” and “paid”
metrics, however for the other social channels you’ll see a total (organic + paid)
metric.
VIDEO VIEWS (10-SEC) = the number of video views lasting for 10-seconds or
longer on all published posts during the report time interval. (Remember,
unpublished post Video Views are not included in this total).
VIDEO VIEWS (95%) = the number of video views lasting for at least 95% of
the video length on all published posts during the report time interval.
(Remember, unpublished post Video Views are not included in this total).
10-SEC VIDEO VIEW RATE (VVR) = 10-sec Video Views divided by Post
Reach averaged out across all published posts in the report time interval.
5. Metrics Glossary
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REACTIONS
COMMENTS
SHARES
ER ON ENGAGEMENTS
Engagement Metrics
721
57
76
4.51%
Engagement
TOTAL ENGAGEMENTS
4,421
PHOTO VIEWS
169
ER ON RCS
0.93%
Engagement Metrics FAQ
What is considered an “Engagement”?
Just like Video Views, an “Engagement” means different
things on different channels. Usually, the social channels
will throw in as many metrics as possible to make the
Engagement number big and impressive. For example, the
Facebook Engagements metric is a “roll-up” consisting of
no less than eight metrics: Reactions + Comments +
Shares + Photo Views + Video Views + Clicks to Play +
Link Clicks + Other Clicks.
What is considered an “Interaction”?
For cross-channel analysis, we recommend benchmarking
Interactions. These are the publicly viewable metrics. For
example, on Facebook, these are Reactions + Comments +
Shares (RCS). On Instagram these are Likes + Comments.
On Twitter these are Likes + Replies + Retweets. On
YouTube and LinkedIn these are Likes + Comments +
Shares.
Why are there 2 different Engagement Rates?
We prefer the Engagement Rate (ER) to be based on
Interactions because it’s a much fairer way to benchmark
performance across multiple social channels. For
Facebook this is Reaction + Comments + Shares (RCS)
divided by Reach. The only issue with this, is that
Facebook generally report a much higher and more
impressive Engagement Rate (ER) because they base this
on their definition of “Engagements” which, as mentioned
above, are 8 metrics instead of 3. We provide both versions
of ER so you can decide which one you prefer to report on.
ENGAGEMENT RATE (ER) ON REACTIONS, COMMENTS, SHARES (RCS)
= Reactions + Comments + Shares divided by Post Reach. This version of ER
is the one to use for cross-channel benchmarking because it’s a fairer
comparison and is based on Interactions (the publicly-viewable actions).
TOTAL ENGAGEMENTS = the total amount of channel-specific actions that
users have taken on your posts. Remember that Engagements mean different
things on each social channel.
ENGAGEMENT RATE (ER) ON ENGAGEMENTS = Post Engagements
divided by Post Reach. This is the big, impressive number that includes all
possible actions taken on a post. This metric should not be used to benchmark
cross-channel performance.
6. Metrics Glossary
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Growth Metrics
PAGE LIKES ON SEP 30
NEW PAGE LIKES IN SEP
UNLIKES IN SEP
NET CHANGE IN PAGE LIKES
GROWTH RATE (GR)
PAGE LIKES ON SEP 1
143,786
2,571
494
1,997
1.40%
141,789
Page GrowthGrowth Metrics FAQ
Why doesn’t the Net Change equal New Likes minus
Unlikes?
Unlikes or Unfollows don’t only happen explicitly when the
user unlikes a page or unfollows a profile. They also occur
when the social channel removes fake users or bot
accounts. These kinds of removals are not available
Why is my fan base / follower base declining?
Some profiles experience negative growth (declining Page
Likes or Followers) over time. This is quite common,
especially on Instagram where bots and automated
services bulk follow and bulk unfollow accounts as an
acquisition strategy. In addition, all the social channels are
taking a proactive stance on removing fake accounts or
click-farm profiles. Negative growth is nothing to worry
about. In fact in most cases, the number of Page Likes or
Followers has little to no correlation to how “successful” a
social account really is.
UNLIKES = the total number of unlikes on Facebook or unfollows on
Instagram. This number does not include fans or followers who have been
removed because they are fake or are deemed to be a bot.
GROWTH RATE (GR) = Page Likes on the last day of the time interval minus
Page Likes on the first day of the time interval divided by Page Likes on the
first day of the time interval. This metric represents the rate of growth for the
report time interval. Remember, you can’t benchmark a GR from different time
intervals – for example a weekly GR vs a monthly GR.
NET CHANGE = Page Likes on the last day of the time interval minus Page
Likes on the first day of the time interval. This metric is simply the difference
between the fan or follower count over the report time interval.
7. Metrics Glossary
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OTHER CLICKS
CLICK THROUGH RATE (CTR)
Link Click Metrics
2,115
1.19%
Link Clicks
LINK CLICKS
1,283
Link Click Metrics FAQ
What constitutes a “Link Click”?
A link click is any click or tap on a URL. Thankfully, this is
one of the more simple metrics which works the same way
across channels. Twitter call this metric “URL Clicks” but it
means the same thing.
What are “Other Clicks”?
Other Clicks is a Facebook concept which includes any
other possible click or tap which is not a Link Click,
Interaction or Photo View. This includes clicks on the “see
more” text link, profile photo or name clicks or any other
clicks on the post itself. Instagram, Twitter and LinkedIn
don’t have this concept. Twitter instead breakdown each
possible type of click, eg: User profile clicks, Hashtag
clicks, Detail expands, Permalink clicks.
LINK CLICKS = the total number of clicks on URLs in the post text or on a
rendered post-card (the rectangle underneath the post text which is clickable /
tapable on Facebook).
CLICK THROUGH RATE = Clicks on Links divided by Reach, averaged out
across all published posts in the report time interval.
OTHER CLICKS = the total number of non-URL, non-photo view and non-
interaction clicks.