What is a good or bad engagement rate on a Facebook page?

Since the engagement rate is one of the most closely monitored metrics in the whole social media analytics business, there are a lot of of disputes arising, whether certain values of engagement rate can be considered as ‘good’ or ‘bad’.

If you are more intereted in this topic, please read this summarizing article about engagement rate

Let’s start with the definition of engagement rate. According to the Facebook documentation, engagement rate is “the percentage of people who saw a post that liked, shared, clicked or commented on it“. In other words, engagement rate only describes how many users reacted on your posts regardless whether the reactions were positive, negative or neutral. So engagement rate does not measure the impact of your communication towards the audience, but only what proportion of the audience was involved.

Certainly, there are some situations when you expect positive reactions and therefore you wish the involvement of your audience (engagement rate) to be as large as possible (i.e. you are in retail business announcing great after-christmas sales), but sometimes you expect the reactions of the audience to be rather negative, therefore you wish the very opposite. Because the value of engagement rate is rather ambiguous – none could tell just from a plain number whether the impact for you organization is positive or negative – stating that particular value is either good or bad enough does not makes much sense. Engagement rate is surely important metric to be reckoned with, but it should always be merged with ‘qualitative’ date in order to, evaluate the final impact for your organization.

There are several social media analytics tools that provide engagement rate benchmarking. Surely, it is always good to know how your competitors are performing,  however, knowing that plain value without qualitative data is rather ambiguous, I find day-to-day monitoring of such as a waste of time.