Social media engagement rate
The social media engagement rate is an indicator that measures the level of engagement and interaction of users with the content published on a social media page or profile. In other words, this metric allows you to analyze the effectiveness of a social media strategy, and the impact of the content on users.
The social media engagement rate is calculated by dividing the total number of interactions (likes, comments, shares) by the total number of followers, and multiplying it by 100 to express it as a percentage. Therefore, the formula would be:
Social media engagement rate = (Number of Interactions / Total number of followers) * 100
It is essential to calculate the social media engagement rate as it provides a quantitative measure of the performance of the content and allows to identify successful content to replicate that strategy, allows to know the level of engagement of the followers, evaluate the effectiveness of the social media strategy, as well as measure the return on investment (ROI).