Post mobile coefficient is sum of likes, reposts and comments divided into the page subscribers. Roughly speaking, you have 100 subscribers. You are publishing a post. Someone liked this one, someone reposted, there were no comments. The sum of likes, comments and reposts will be = 2. Coefficient of engagement in this way is 2%.
If we assume coverage, then it is necessary to consider that post attract coefficient is the sum of likes, reposts and comments divided on to those who saw this post. For example you have 100 subscribers. You post it, 10 people saw it (out of 100). And two of them liked something. Involvement ratio is 20%.
So what is correct?
There are various ways of doing this in the SMM community. On the one hand, the calculation based on the community base connects the final result with the initial action – that is, we threw something into the group with X subscribers and received such involvement. That is, this process is represented as a kind of “black box” – the action at the entrance, the result at the output. At the same time, an internal moment is ignored, such as that obviously not 100% of the group’s audience will see a certain post.
If we take it in scope, then this moment is taken into account – that is, what is the point of counting over the whole auditorium of the group, if most of them didn’t even have a chance to do some kind of engagement action? What do we want to see by measuring post engagement? – How much this post “hit” to the target audience. Accordingly, it is necessary to measure according to how many people from this audience were covered (saw the post), and not how many could see it at all. Therefore, in order to assess the quality of your own content, it is better to use the ratio of involvement in coverage.
But the option of calculating base involvement also has an advantage – it makes it easier to compare yourself with competitors. After all, as a rule, you do not see what the coverage of a competitor’s post was, but you only see the actions of engagement and the base (how many subscribers does the competitor have).
At the same time, there are important features
It is necessary to keep in mind such factors as an accessible audience, usually it depends on when you published a post. In particular, if you write something, say at 3 o’clock in the morning for a local audience, then it is clear that most are asleep at this time, and when they wake up, your post is likely to be “clogged” from above in the feed with more recent posts from other brands. or friends of the reader. Respectively, just being able to see the post will be less, so the base involvement is likely to be less (but the coverage may turn out to be even better, because you published the post in a less competitive time, when it is harder to miss against the background of competing posts).
It is also important to compare the posts of approximately the same categories. As an example – guaranteed post with a cat, and even on the topic of the company (for example, “cat dentist”) will bring more involvement than a post about how to treat any dental disease. You can complain about the injustice of the world, but it is. But at the same time, if you run a dentistry page, you simply cannot turn the company page into a seal tape, you have other tasks.
Accordingly, with the help of the involvement rate, you can compare posts of the same categories and see which one was “closer” to the audience. You can also compare, for example, posts of the same categories, but there was one in one, and there was no one in the other (and make sure that posts with pictures work better). Or check the effect of hashtags. And so on.
If you want to increase engagement coefficient immediately, you can use some special services like Auto Likes. It will help you to resolve this issue asap, it’s a good way to do it.