Social Media Engagement, what it is and how it is calculated?

Monitoring of social networking in a business involves a careful selection of metrics and KPI's with which to measure the success or failure of growth strategies and loyalty. An error in the many social media strategist typically fall is inexperienced in choosing metrics for relevance within the social media establishment, aside from their real value. It is almost forced to flee task called "vanity metrics" and focus on the indicators that will provide real value to your business .

It is in this continuous search to seize the key metric that provides reliable information about the online strategic actions, where the engagement clearly stands out above any KPI. Although most professionals and companies in the online universe strongly argue that the future of social networking goes through this indicator, there are still many unknowns about its essence and its calculation formula.

The engagement is, by definition, one of the main KPI´s in social media and provides information on the degree of loyalty or commitment of followers of a brand page. It is expressed as a percentage and reflects the degree of success of strategies and content management modes of the channel.

Its calculation is obtained related global interaction recorded on a canal to the size of the community for a period of monitoring. It is for this reason that the interaction of users with the brand plays a key role in developing the engagement and refers to the active fans on Facebook (comments, shared links, likes) and mentions on Twitter. Therefore often small communities but which have a high proportion of active fans are the best values ​​reaching engagement.

Another important factor analysis to distinguish between an efficient community and poor is the existing gap between audience and engagement. When these two factors are aligned at the same height, implies that the community is developing a balanced and efficient manner, while a gap between the two indicates a level of inefficiency which is proportional to the size of the gap.

It is important to note that the engagement, unlike other indicators, undergoes drastic variations in time. Maintaining a high level of brand loyalty with users requires constant work and persistent content .

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