How and why you should measure social media engagement

Posting content on social media is all well and good, but if it just sits there, it’s not helping you much. Here’s advice on identifying which posts deserve greater promotion to boost your brand.

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Higher engagement rates indicate better content and produce greater reach (more people viewing the content). The metric is a valuable tool for comparing marketing campaigns against those of competitors.

Engagement rate is the number of “likes,” shares and comments divided by the number of audience members.

Origami Logic defines engagement rate as engagement volume divided by the base volume. There are multiple ways of calculating engagement rate, each with pros and cons:

When calculating engagement rates, Origami Logic recommends separating organic and viral activity from paid activity. Combining paid activity with organic engagement can produce misleading results.

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Digging deeper into engagement rates

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