A new Facebook marketer or a company that has just started doing social media marketing on Facebook will be happy if they get a lot of likes. This can be one of the mistakes. Facebook provides so many tools for businesses to track their success.
Have you seen the Facebook business page called “People Talking About This?” These metrics are critical when calculating engagement rate. The engagement rate gives a much better engagement than they are getting on a social media platform.
To make it simple, engagement rate on Facebook can be calculated as the number of “People Talking about this” divided by the total number of likes. According to experts, the acceptable engagement rate is one to two percent, although for some brands it can go upto 20 percent with smart social media marketing. It can give a far accurate picture of what is happening on Facebook.
When most of your competitors are focusing on the number of likes, you should be focusing on engagement. Most people like a page because their friends have liked it or because the like a particular brand at a certain point of time. Many people even forget about the pages they have liked, therefore a high number of likes on a page does not necessarily mean a brand is doing well.
Even if a business has a high number of likes, many business pages see only a few interactions with fans and followers. With this result, your content will mostly go ignored. On the other hand, if a large number of people are talking about the brand, and the number of likes is relatively low, which means there are more people talking about your brand. It also displays the how often factor and a high engagement rate, which means that more people are commenting, liking, sharing and mentioning your brand and its content.
A high engagement rate means that the potential reach of your brand is much greater. Instead knocking yourself out, trying to get more people to like your page, focus on getting people engage with your content more on Facebook.
It is surprising to see most brands on Facebook having very low engagement rates. Some of the biggest celebrities and brands have an engagement rate of less than 1 percent. Lady Gaga’s Facebook page has an engagement rate of 0.9 percent, whereas Facebook’s own page has an engagement rate of only 0.6 percent.
If you dig deeper, you will find the biggest names in the business that fail to hit the mark on Facebook. If there social media is a success, then their engagement rate will also be high and you can learn a lot just by observing their page. On the other hand, if their campaigns are not very great, then the engagement rate will be low