On Facebook, tracking engagement rate is a key element of defining your strategy and amending your tactical delivery. At Datify, we can help on a number of levels - with the first step being to help create a social strategy by analysing the tactics used by competitors.
With Facebook insights you can track your own engagement rate daily to see what is working. With our data set, we can roll this tracking out to cover all of your competitors, leaving us with results like below:
This allows you to measure your performance and track it against your key competitors. This can inform overall strategy at the start of a new campaign, and help with iteration based on your current activity.
Engagement is so important as it directly affects the reach of your Facebook content. If you’re building a big audience but your content strategy is not right, your content reach will deteriorate, leaving you with a ‘hollow’ page which won’t deliver ROI. Facebook’s EdgeRank algorithm works like this:
In the case of the example we’ve used above, you can see that Jaguar has by far the highest engagement rate compared to key competitors in the UK market such as Audi, BMW & Land Rover. In this case, Land Rover, for example, should be looking at Jaguar to see exactly what they’re doing in terms of content types, posting times, and who their audience are in order to amend their social strategy to begin to compete.
We’ll go into more detail in the future on engagement rates and how to improve them, and also some interesting industries will be profiled to give you a snapshot of what’s happening on Facebook across the world - so check back soon!
Photo credit: [DaviD] via photopin cc
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