Facebook Engagement Metric - Klipfolio

What is Facebook engagement?

Facebook engagement is a way to track how your audience interacts with the content you share. Facebook engagement metrics include likes, comments, shares, and clicks on your post content.

Why are Facebook engagement metrics important?

Your Facebook engagement metrics give you an overview of the effectiveness of your social media marketing strategy. If your audience isn’t engaging with your content, it’s time to ask yourself: are we sharing the right type of content?

How do I track Facebook engagement?

Track your Facebook engagement metrics on a dashboard. Once you’ve established your benchmarks and KPIs for your Facebook marketing strategy, it’s time to monitor them and other social media KPIs on your dashboard.

When you visualize your Facebook engagement metrics on a dashboard, you can easily see likes, comments, shares, and clicks on your content over a specific time period. Putting your Facebook engagement metrics on a dashboard will help you see at-a-glance which posts generate the most engagement from your audience and which content or messaging needs refinement.

Facebook engagement metrics and how to measure them

Likes

The number of people who click the ‘like’ button on your Facebook post. The total number of likes on your Facebook post is a quick way to understand your reach and engagement. Facebook users will ‘like’ posts that they relate to or agree with. Use your likes as a way to measure the impact of your brand messaging. The more likes on a post, the greater it is that your message resonates with your audience.

Comments

The number of people who comment on your Facebook post. Comments are a text-based form of engagement and require your audience to respond in their own words. Comments are a measure of engagement but also an excellent way to understand how users perceive your brand and the value it provides.

Clicks

The number of times a user clicks on an image or links in your post. Clicks measure photo views, view plays, or link clicks in your post.

Shares

The number of times your post has been shared by your audience. When a user shares your post, it increases your visibility and reaches. Shares are an important engagement metric because it helps you gauge the level of interest that users have in your content. Shares are an active engagement metric because the user has to take action and share the content on their own timeline. By comparison, ‘likes’ is a passive engagement metric.

Post Reach

The number of times a user clicks on an image or links in your post. Clicks measure photo views, view plays, or link clicks in your post.

Facebook engagement benchmarks

According to Hootsuite, the average engagement rate for Facebook posts is 0.18%. Keep an eye on your Facebook engagement rates. Measure your engagement rates consistently and use them as an opportunity to drive your actions—low engagement rate? Review your CTA or revise your messaging. Use engagement as a driver of your data-driven marketing campaigns.

Facebook marketing resources:

• 10+ Social Media Metrics and KPIs with examples
• How to Track Facebook Ads in Google Analytics
• The Top 12 Metrics for Social Media Managers
• Social Media Dashboard Examples