The first step to tracking social media engagement is knowing exactly what it is and how we define social media engagement. At Rival IQ, we define social media engagement as the count of measurable interactions on a social post, including retweets, favorites, likes, comments, and shares.
Our social media measurement tools help you measure engagement either as a total count of interactions or by the engagement rate, the number of total interactions on your social posts divided by the total reach of those posts.
Our broadest overview is the Activity & Engagement chart, which tracks your success as well as the average performance of your competitive landscape. Here you can compare both post frequency and total engagement.
So, you or your competitor had a few big posts recently, but what does the engagement rate look like on average? This graph will give you a look at the social media engagement rate—the average number of interactions per post, per follower, on all posts published during a selected time period—for you and everyone in your competitive landscape.
Under your Detailed Metrics tab, you can find several engagement graphs that feature a competitor-by-competitor breakdown. With Post Engagement Rate, by Day, you’ll see how you and everyone in your competitive landscape performed on a given day.
You can also investigate engagement rate by week or month for a better look at overall trends, seasonality, and more. This can help you get a feel for whether social engagement is improving overall, holding steady, or falling.
For example, by looking at this year-to-date graph of Buffer’s cross-channel average engagement by week, we can see that they’ve upped their game in the last half of the year. You can clearly see that their social engagement rate has gotten much stronger.
Now, take a look at those big spikes. What kind of content drove those weekly increases in engagement rate? Using Rival IQ, we can investigate the specific content that drove that success for Buffer by clicking “View Content.”
And here it is! The Buffer team went to Iceland for their retreat, and they were posting engaging content to Instagram like crazy. This cause an uptick in their entire social media engagement rate for that week.
But how do you use that? Whether or not you’re Buffer, then you know that you can potentially replicate that success by posting photos from company getaways, employee business trips to unique destinations, and more. If it worked for Buffer, and if Buffer is in your competitive landscape, it could work for you.
Our Post Engagement Total chart shows total engagements by each brand in your competitor landscape and breaks down different engagement types. After all, likes are great, but comments, shares, and retweets are often more highly valued.
A common question among social media marketers is “How often should I post?” While we can’t answer that question for you, we can give you the data you need to make an informed decision about posting frequency by plotting the number of Facebook posts over a certain time period against the total engagement for you and your competitors.
A lot of social marketers want to know what types of posts they should be creating and when they should be posting. You can read best practices all day, but in the end, every brand is unique and has fans who respond in different ways.
Our social media engagement tools can tell you which brands in your landscape had the most successful posts, what types of posts they were, and when they were posted so you can create the schedule the posts that work best for you and your audience.
Our default graphs aren’t all we can offer. We can compare your full social landscape against over 100 different metrics on Facebook, Twitter, Instagram, Pinterest, LinkedIn, and Google+. We can even compare SEO, SEM, Google Analytics, and more.
But you don’t have to stop at one social platform — we can compare up to two completely different social platforms. Want to see how Facebook engagement rates stack up against Twitter engagement rates? We have the data, and we can build the chart with just a few clicks.
Start measuring the impact of your social media campaigns with our 7-day free trial.