Why The Current Facebook Engagement Rate Calculation Is Inaccurate
As the social media analytics field is pretty new, it's really important to understand how the metrics are computed. Let's take for example, one of Facebook's core metric : the "Engagement Rate". What is supposed to be measured with the Engagement Rate ? "The Engagement Rate measures how well your Fans interact with your content". That's a common definition. What's that supposed to mean ? If you have a 0.02% Engagement Rate, it means 0.02% of your fans have engaged with your content, isn't it ? Only the formula commonly used does not measure that. Not at all.