Here are all of the posts tagged ‘we are social’.

We Are Social’s Tuesday Tune Up #180

by Rosalie Odtojan in News

Facebook makes page likes more accurate
Facebook is cleaning up its act and removing any page likes from accounts that have been either deactivated or memorialised. Page owners should expect to see a slight dip in the number of ‘likes’ on their page, though audience data will be more accurate as a result.

Clickable ads come to Instagram
So far, Instagram ads have been very limited. Only a few select companies could use them. All of that is about to change.

Instagram has introduced its first ever clickable links. Advertisers will be able to use the platform’s new multi-photo carousel ads to create a “more vivid way.. to influence people”. Instagram released the below video to explain the changes. Do you like the way these ads look?

Twitter reveals ‘Partner audiences’
It’s official: promoted tweets are going to show up outside of Twitter for the first time!

Twitter has added a new feature, named ‘Partner audiences’, which allows advertisers to target any of 1,000 different audience categories, based on signs of intent outside of Twitter. For example, a luxury brand could set an income threshold, while a coffee brand could target people who… well, people who buy coffee.

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“What makes Twitter unique is that tweets can flow from Twitter to other mediums seamlessly, like TV, websites, and mobile applications,” the company said in its blog post.

Nestle has already trialled the system, targeting ads for its new Butterfinger Cup Minis to people who buy peanut-butter flavoured goods. Meanwhile, Ad Age has pointed out how Facebook launched a similar feature a couple of years ago – it’ll be interesting to see how this affects Twitter’s ad revenue.

Kik allows advertisers to target
If you like news about ad targeting, you’re in the right place. Kik, the messaging app, has also added new targeting capabilities, this time based on gender, country or device (Apple vs. Android). The network already has 60 brands using its Promoted Chats, including Funny or Die, which has over 1 million followers. Since the update, Seventeen Magazine has begun targeting its chats to women.

Tweet-to-unlock Avengers trailer
Marvel used a promoted tweet to tease its new Avengers trailer, asking fans to tweet in order to unlock the preview. Only once enough people had tweeted was it finally revealed. Before you Marvel lovers run over to Twitter, the trailer is now live.

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Heinz and We Are Social create ‘Grow Your Own’
If you’re in need of some natural goodness, head over to the Heinz Tomato Ketchup UK Facebook page, where Heinz and We Are Social have brought back their classic ‘Grow Your Own’ campaign, this time to the whole of Europe. Users can sign up to win tomato seeds and are then encouraged to upload photos of their plants and enter competitions in order to win further prizes.

Penguin asks what books #YourMum likes
This is not a drill. Ahead of Mother’s Day, Penguin Books has used #YourMum as a campaign hashtag. Yes, you heard it. Of course, Twitter responded in a mature and sensible manner.

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Tuesday Tune-Up #174

by Abrye Redeker

#AustraliaDay your way

National Museum of Australia & National Australia Day Council teamed up with Twitter to make history by creating a digital snapshot of how the world spent Australia Day. Throughout the 26th & 27th, #AustraliaDay tweets were curated in a live feed on the Australia Day Your Way website. From there highlights will be collected and stored in a Twitter time capsule, and featured on display at the Museum. Social participation was up 50% from last year with over 105k tweets contributed to the capsule from celebrations all over the world.

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WeChat is testing ads

WeChat has started testing ads in ‘Moments’, its (rough) equivalent to Facebook’s News Feed. So far, the network has been reluctant to include advertising; with 468.1 million monthly active users, this could be big business. Sponsored posts will be marked ‘promoted’.

WhatsApp for web browsers

Want to chat to your mates at work, but can’t get away with using your phone? No, no, me neither. Anyway, say that you did, you can now access WhatsApp through a web client. Just scan a QR code using your phone and you use the messaging app on your computer.

WhatsApp for browsers

The service works for Android, BlackBerry, Nokia S60 and Windows mobile app users and you’ll have to use Chrome as your browser. WeChat was quick to remind people that it already has a web-based service, which is iOS-friendly.

Twitter brings ‘while you were away’ to iOS

Remember when the Mashup told you about Twitter’s ‘while you were away’ feature? Sure you do. Well, it’s now rolled out to iPhone and iPad users, who will see a quick recap of the top tweets they missed since last time they logged in.

Twitter adds Bing translation tool

Twitter has added a translation service, powered by Bing. Users can now click on a globe icon, which appears in tweets in a foreign language, to have the tweet translated. The new version will appear just below the original text.

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Snapchat to launch ‘Discover’

Snapchat is set to release its ‘Discover’ feature at the end of the month. When it does, it’ll be staking its claim as a publisher, posting its own media and that of other companies, including ESPN, CNN and Vice.

Tumblr introduces Creatrs Network

Tumblr has revealed its ‘Creatrs Network’, with which it hopes to connect Tumblr bloggers with brands that want to use their content in ads and marketing. David Hayes, Tumblr’s head of creative strategy, said:

We think the creative class is really the next generation that’s going to come up and change the world and we think we have the largest creative class of any platform.

Bloggers of the world, unite.

Pinterest’s search results hope to appeal to men

Pinterest is introducing new search filters, aimed at making the network more popular with men. Now, search results will change depending on the gender you selected when signing up. According to the company, men are searching for apparel, technology, travel, gardening, recipes, gadgets, design, luxury cars, tattoos, and, errrrr, camping.

Pinterest buys Kosei

Pinterest advertising is in for a big year. Shortly after releasing its first Promoted Pins, the platform has purchased Kosei, an ad tech firm that specialises in targeting ads based on ‘relationship and recommendation modelling’.

Transfer money via Twitter

Indian bank, ICICI, has launched a ‘tweet to pay’ function. Users simply need to follow @icicibank and send a DM containing the recipient’s username and amount to be transferred. The recipient doesn’t need to be an ICICI customer, either. On a completely unrelated note, my Twitter handle is @nickmulligan.

Facebook targeting on show for the Super Bowl

Facebook is hoping to show off its ad targeting chops during the Super Bowl on Sunday. A number of brands have already signed up to show different videos to different segments of the undeniably huge audience, including Budweiser and Toyota.

NBC and the social Super Bowl

The Super Bowl isn’t just one of the world’s biggest sporting events, it’s also a rare occassion when people actually want to watch adverts. NBC, the TV network that will be broadcasting the event, is looking to cash in on this, creating a Tumblr that will be populated by ad-related content. This is part of a wider social media strategy, which will include an attempt to break the ‘selfie world record’ on Super Bowl Sunday.

Nissan enlists YouTubers for #withdad

Nissan has teamed up with YouTube stars, including Roman Atwood (below) and Epic Meal Time, to create a set of Super Bowl teaser videos. Under the hashtag #withdad, they focus on ways to get the work/family balance right. Like turning your house into a GIANT BALL PIT.

 

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Tuesday Tune-Up #168

by Adam Hairston

We Are Social kitchen fork goes viral

Novelist Nikesh Shukla and We Are Social creative Nick Hearne have been winning the Internet with their footage of a lamb chop in spaceIn June 2014 the pair ‘borrowed’ a fork from We Are Social’s kitchen and sent a Tayyabs lamb chop into space to promote Nikesh’s new novel ‘Meatspace’ (get it? Meat. Space. The book has nothing to do with sending meat into space!)

The video has officially GONE VIRAL, with attention coming from: ViceHuffington PostBBCMashableTodayDaily MailThe TelegraphTime Out… and the list goes on, and on. Check out the awesome footage below.

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UK-based travel company launches travel show on Snapchat

Topdeck has unveiled the first travel show on Snapchat, partnering with YouTube star James Hill to host “Topdeck Snaps,” a six-episode series focusing on exploring Budapest, Berlin, Krakow, and Prague. The series, which will be amplified on Topdeck’s social platforms, including Facebook, Twitter, and Instagram, will use the hashtag #TopdeckSnaps and take advantage of Snapchat’s Stories functionality.

During the campaign, Hill will live like a local and show insider tips as well as real-time and authentic cultural experiences. The intention of the campaign is to “introduce [Topdeck] to a 18-34 audience in a way which inspires and challenges perceptions of what a coach-based holiday around Europe actually is.”

Instagram is the place to be to reach millenials

In a recent study conducted by Instagram, the platform found that 13-24 year olds are “checking the app on average five times per day, with 42% regularly engaging with brands.” In October, Instagram Australia launched its inaugural ad campaign with ice cream brand Ben & Jerry’s and early results have been promising. The photo sharing app currently has 10 ad partners in Australia running campaigns with more to launch in December.

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Over half of UK ad budgets to go digital in 2015

UK readers, do you feel digitally savvy? Well that’s because you are. In fact, you’re so digitally savvy that advertisers are set to spend more than 50% of their £15.7bn budgets on digital in 2015. That puts the UK at number one in the digital ad stakes, followed by Sweden (47%), Denmark (43%), Australia (42%) and Norway (40%).

Twitter adds Offer button

Twitter is bumping up its e-commerce offering with the launch of ‘Twitter Offers’. A set of partners can now tweet messages containing an offer, which users can claim in store by registering their credit or debit card. All this in time for the festive season – it’s a Christmas miracle!

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Twitter tests in-tweet analytics

Twitter has started an experiment with in-tweet analytics, in which some users are seeing a ‘view analytics details’ button on the mobile app. Clicking the button allows you to, well, view the analytics details of the tweet, including impressions, total engagements and engagement rate.

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Samsung sponsors rugby highlights on Twitter

Samsung mobile is sponsoring rugby video content on Twitter, through the Sky Sports Rugby account. It’s a nice example of a brand taking a normal online behaviour (in this case sharing video clips in near-real time) and embracing it, rather than trying to shut it down.

We Are Social and Bulmers start ‘yarn-bombing’

Bulmers and We Are Social are joining up to make winter a little warmer, by knitting Twitter handles in yarn to create ‘tree cosies’ for Bulmers’ apple trees. The cider brand is asking its community to respond to a set of competition questions, with a few lucky winners getting their Twitter handle yarned up.

The ASA bans Oreo YouTube ads

The UK’s Advertising Standards Agency has banned a set of YouTube videos for Oreo, because they did not adequately point out that they were adverts. If you’re desperate to feast your eyes on an ‘Oreo Lick Race’, though, fear not! We’ve got one embedded below.

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We Are Social’s Wednesday Wrap-Up #154

by Jacqui Jewell in News

Facebook reveals video ad results for McDonald’s and Tourism Queensland

When Facebook launched Premium Video Ads in May there were no results showing advertisers what was achievable. Even the US, where the ads were rolled out earlier, had nothing. There were also concerns autoplay would turn users off.

McDonald’s was the first brand in Australia to use Facebook’s Premium Video Ads format. Queensland Tourism was the first travel and tourism client globally to adopt it. Both brands say the activity exceeded expectations and, via Facebook, have shared the results with AdNews.

According to Facebook’s own data, most people watched the McDonald’s 15-second ad all the way through. According to Nielsen’s Brand Effect metrics it reached 2.4 million people and achieved a 3-point lift in brand consideration. Tourism Queensland saw similar completion rates and achieved a 13-point lift.

More organisations are turning to video content and are looking for ways to distribute that content cost-effectively. Ahead of launch, advertisers were particularly interested in how Facebook’s video ads shape up against other video platforms such as YouTube.

“Facebook premium video is shifting the objectives,” said Roison Thanisch (interactive director at OMD, which handled the McDonald’s campaign), “Online video used to be just brand awareness and broadcast, now we’re seeing it shift further down to the pointy end of the funnel. You can tailor it specifically to reach more people who are likely to convert.”…“There needs to be more understanding that this creative content should be coming from local agencies and brands. We’re still a little bit stuck in the idea that content is the 30 second TVC. Facebook is creating a new standard for creative agencies locally,” she said. That should, she reckoned,  “get them shifting their mindset away from a TVC.”

Facebook Premium Video Ads in Numbers:

McDonald’s
• 3 point lift in brand scores
• 1.2 million video plays in 24 hours – [UDPATE: this article originally stated 1.2 million video plays in two weeks]
• Reached 2.3 million Australia
• 12 seconds – average video play of the
• 15-second ad
• 70% of views on mobile
• 10 cent cost per view

Tourism Queensland
• 13 point lift in consideration
• Reached 1 million people
• Over 660,000 video views
• $1 cost per engagement
• 11c cost per view of Premium

Source: Facebook, McDonald’s, Tourism Queensland.
Chat Apps Continue to Grow
Yesterday, WhatsApp’s CEO Jan Koum tweeted that the service now had an impressive 600,000,000 monthly active users and is continuing to grow at an astounding pace – gaining more than 9 new users every second. Other chat apps such as WeChat, LINE, Kakaotalk, Tango and Viber also appear to be increasing monthly active users. For more information, you can read our blog post on the subject.

 

Facebook Cracks Down on “Click-Baiting”
Facebook is cracking down on “click-baiting” headlines. They’re the headlines that encourage people to ‘click to see more’, without giving away much information about what they will actually see. In an attempt to give users a better experience on the platform, Facebook will weed out these stories that many feel are clogging up their News Feed.

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There was also an interesting second update from the platform, regarding sharing links in posts. Facebook announced yesterday that links that are shared by inserting them in the caption of a photo won’t do as well as those displayed in the link format (which appears when you paste a link while drafting a post).

 

Facebook Relaxes News Feed Ad Frequency Limits
Facebook has adjusted its advertising policy to show ads more frequently in the News Feed. a spokesperson from Facebook explains:

“We will not show more ads; rather, we are updating the spacing between ads, and relaxing some of the parameters around insertions of ads from the same advertiser”.

Now, users may see the same ad twice a day; previously, the limit was one. Similarly, two News Feed ads may be served daily to users who haven’t liked the Facebook Page of the brand in question (again, up from one previously). The aspect that remains seemingly unchanged is the daily limit of four News Feed ads that can be shown to people who have liked a Page.

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Instagram introduces Hyperlapse
Today, Instagram unveiled Hyperlapse, one of the company’s first apps outside of the platform itself. This all-new standalone app allows the creation of stabilised moving time-lapse videos. The app prompts you to record a video, after which it uses clever algorithm mapping and creates an ultra-smooth, floating-through-space type effect. The idea is to imitate not only the popular hyperlapse videos created using DSLRs and thousands of still frames, but also the cinematic motion tracking shots that appear in movies like Goodfellas and Kill Bill.

Introducing Hyperlapse from Instagram from Instagram on Vimeo.

 

Instagram Starts Offering Essential Ad Tools
Instagram, the Facebook owned photo sharing platform, has finally made itself more ad-friendly by rolling out a suite of analytics tools. These are aimed at brands and offer various insights and analytics, including reach, impressions, engagement and the performance of paid ad campaigns.

 

Twitter expands its advertising network in Europe
In a move to boost its international revenue, Twitter is expanding its advertising network across Europe in 12 new countries. All in all, Twitter Ads will now be available in 35 EMEA markets through direct sales support teams and reseller partnerships.

 

Vine Finally Lets You Import Videos From Your Phone
Last week, the six-second video-sharing service Vine was updated to allow users to upload existing videos onto the platform; granting the wishes of many, especially marketers. The move should encourage people to use the platform more often – the absence of this feature, until now, has resulted in some users opting for Instagram instead. In addition to video import, the Vine app will also let you edit the imported video, though only on iOS versions for now.

 

SlideShare Axes Its Freemium Model
SlideShare, the presentation-sharing platform with 60 million users owned by LinkedIn, announced last week that it is making its PRO level features, such as analytics, free, but claims there will be no update on advertising for now.

 

Pinterest’s new News feature
Pinterest has updated its mobile notifications section with a new feature, “News”. This new tab gives you a snapshot of what’s up with your Facebook friends and all the different Pinners or boards you follow. You can now learn about latest projects people are collecting Pins for, or interesting brands they are following. The one thing you won’t see are Pins that people save to their secret boards – after all, they have to keep some element of mystery, don’t they?

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Pinterest Launches A New Analytics Dashboard
Pinterest has also launched a new analytics dashboard that gives business users more insight into their Pinterest account, providing potential advertisers with a glimpse of their mobile and audience analytics for the first time. It tracks impressions, clicks, repins, and likes. Essentially, the dashboard is designed to provide a quick view into a business’ overall reach on Pinterest, and help those brands better understand how fans are interacting with their content.

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News and Ads to Debut on Snapchat
Snapchat might expand its service to videos, news articles and ads. A new service called Snapchat Discovery which would show content and ads to Snapchat users, has been discussed with various media companies. Set to debut in November, this could be an interesting move for the startup, whose 27 million users worldwide are used to an ad-free platform – but the offering could provide Snapchat’s first revenue and demonstrate its potential value to investors.

 

Funny or Die Reveals 10 Percent of Its Kik Fans Click on Video Messages
Will Ferrell’s comedy video website, Funny or Die, is among a handful of brands testing Kik Messenger’s new Promoted Chats product which enables marketers to promote their accounts, accumulate contacts and connect with them; it has been dubbed “chatvertising”. The digital comedy crew has seen a 10 percent click rate, quite remarkable considering on average they achieve around 0.5 percent on similar Facebook and Twitter posts.

 

Now you can Customise a Car in a Tweet
Acura may have accomplished a real Twitter first: the ability to customise a car in your Twitter Feed. That’s right, Acura is trumpeting the launch of the 2015 TLX performance luxury sedan by letting you create a customised car, within the platform. The tweet uses the revamped version of the new Twitter cards, which now let you add photos, videos or other media in the card itself.

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Facebook Launches ‘Mentions Box’ Device During Emmys
The Emmys took place this weekend, and Facebook debuted the Facebook Mentions Box, an interactive device that stars could wield to answer questions from fans. It’s similar to the InstaStop Video Q&A Station that Instagram launched at the Golden Globes in January.

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Brands out in Real-Time Force at the Emmys
And of course, brands jumped on the real-time marketing bandwagon that accompanies any major event these days. The real-time winners included Netflix, which embraced presenter Jimmy Kimmel’s mocking of Ricky Gervais’ ‘Netflix face’ with one of the best tweets of the evening.

However, it wasn’t all good. Mercedez Benz showed a lack of understanding of the ‘real time’ concept with this unimaginative tweet sent a full four days before the event.

 

Puma’s Twitter Hashtag Campaign Just Went Very Wrong
Puma was caught out in spectacular fashion when Twitter pranksters hijacked their campaign. Whilst trying promoting ‘Forever Faster’, Puma asked fans to tweet their favourite Puma-wearing player to get a personalised “autograph” Twitter card. As you’d expect, things all went terribly wrong when rival fans changed their Twitter names to resemble some not so nice phrases to accompany Puma’s messages, which were tweeted back to the user. Here are some (of the tamest!) examples…

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Measuring Facebook engagement

by Abrye Redeker

Written by Jamie Robinson of We Are Social’s London office.

Of all the social networking sites today, Facebook is without a doubt the one that continues to develop at a phenomenal rate. Yet, open discussions about how best to measure Facebook don’t seem to have evolved greatly.

Over the past couple of years there’s been much debate about the changes to Facebook’s content distribution engine. More brands are joining the social network, people are following more of these brands and competition to get a slot in people’s News feed is at a premium.

We all know that organic reach of Facebook posts has dropped. Depending on brand and industry our trackers put the organic reach of individual posts between 1% and 8% – with an average at ~3% for large pages (as a proportion of a page’s Facebook fan size).

As a result, if a brand wants to reach its community, and perhaps more importantly, if it wants to reach new audiences on Facebook, a paid media strategy is vital.

I’m not interested in fuelling the debate as to the reasons why Facebook organic reach has dropped. What I’m interested in is what this means from a measurement perspective.

Socialbakers has recently argued a shift away from the commonly used engagement rate methodology. It’s a pretty strong signal, considering this is what Socialbakers’ Analytics platform was built around. Also, with a large brand/agency client list (including We Are Social and our clients), it’s not unreasonable to suggest that this shift will influence how many marketers will be measuring their Facebook activity in the future.

To recap, the Socialbakers engagement methodology weighs post engagements (likes, comments & shares) by the number of fans of that page (they actually have two engagements rates; a post and a page engagement rate).

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The rationale being that by dividing by the number of fans a page has to give you a percentage engagement figure, you are able to better compare pages of different fan sizes.

Now, Socialbakers is arguing that we should be concentrating on the raw number of engagements – i.e. no longer weighing these by the number of Facebook fans.

The reasoning? That with organic reach dropping and the rise of News Feed based advertising the playing field is no longer level, or to put it another way, that the number of Facebook fans isn’t a true reflection of the opportunity a post has to be engaged-upon. Therefore, from a measurement perspective, it’s no longer considered a good base to measure performance.

For people that rely heavily on this methodology, the concern might be the impact this change has when benchmarking pages of different sizes; i.e., a small page whose competitor has many more fans could move from a leading engagement rate position to a losing one.

For me, that’s the whole point. While I certainly subscribe to the view that your Facebook community is still very important, at the end of the day, any serious brand investing in Facebook isn’t there to only engage a small group of people, who let’s face it, are potentially already loyal advocates. In addition to engaging this loyal following, isn’t the Facebook opportunity also one of reaching and engaging new audiences?

So if your closest competitor is generating many more engagements than you, it’s fair to say they’re reaching more people with their content.

I’m not suggesting that it’s only about reach. Reach for reach’s sake isn’t the objective. We should be all aiming to reach the correct audience with great content. And a proxy for great content can be the engagements it receives.

  • Engaging content often results in a lift in viral reach
  • Engaging content is a signal that the reached audience had some form of emotional reaction to your content
  • Engaging content can have higher recall thanks to the social context displayed (ie. seeing that your friends have engaged with that content / page)

So, where does this leave us from a measurement perspective?

Reach & frequency

At We Are Social, before talking engagement we’d suggest that Reach and Frequency (the average number of times people have been reached) are two of the most important metrics to be measuring on your page.

While individual post reach/frequency is useful, it’s the weekly or monthly reach & frequency that’s important, i.e. how many people are seeing your content and how often. While everyone is fixated on the 1-3% organic reach that individual posts have dropped to it’s the total reach you’re getting at the end of the week/month that you should be focusing on.

Instead of viewing reach as a sub-set of the number of fans you have, approach reach as a market-size opportunity. Use Facebook Insights to gauge your potential market size and plan a paid-media strategy that enables you to reach this audience.

Also, as social media shifts to a more paid approach, brands should invest in research into the impact of “viewed” content and not just “engaged” content.

Business outcomes

This varies by industry / brand – but I’m talking things like click-throughs, conversions to sign-ups, conversions to sales etc. Sure – for many sectors Facebook is going to remain a top of the funnel marketing channel, but that’s no excuse to not track and optimise for business outcomes.

Engagement

Engagement rates shouldn’t be an objective in itself. We should be focusing on the quality and outcome of those engagements. For example, is the engagement positive or negative? What are the key audience takeouts from the engagement? Ultimately, what is the brand or business impact of these engagements (linked to the above).

With this in mind you can measure the engagements that matter and optimise around that.

To do this, engagements should be weighted by Reach (or impressions) – i.e. as a proportion of people who actually saw your content, what was the engagement rate? There are a raft of metrics to use, but using Facebook’s own terminology, at a page level we’re talking about Engaged users / Reach or Consumers / Reach – at a post level Post Engaged users / Reach and Post Likes+Comments+Shares / Impressions etc. Depending on your Facebook objectives you may wish to give higher value to specific interactions (eg – video plays over 95%, post shares etc).

Reach data is of course not public, so this way of calculating engagement rates is only possible for page administrators and can’t be compared to competitor pages. In order to benchmark engagement rates in this way, look to other brand, product or country pages within your organisations portfolio.

Benchmarking engagement vis-a-vis your competitors is where a tool such as Socialbakers will help you. However, it’s vital to understand that the Socialbakers engagement rate methodology isn’t necessarily showing you how engaging content is – it’s showing you how many engagements it’s receiving – which can be highly influenced by paid media.

In reality the change in methodology from Socialbakers only changes one thing – how brands rank against each other. Either methodology (as a % of fans or raw metrics) will still enable you to identify peaks and troughs of engagements. If you’re intent on benchmarking public data I’d suggest that ranking your activity versus your competitors in raw metrics is probably a better indicator of your impact on Facebook.

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