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Comparing Facebook Page Engagement

Measures to benchmark engagement of Facebook brand pages

Some interesting insight was published by Social Bakers this week where they look at engagement rates of Facebook pages in the UK.

Of course, Facebook admins can see the level of engagement of their own company page through Facebook Insights which gives measures like Reach and PTAT (People talking about this). However, this doesn’t allow you to benchmark against other companies.

Social Bakers uses two simple measures of engagement that can be used to benchmark sites. The first measure, Average Post Engagement, is based on the Post average, the second, Daily Page Engagement rate is based on the total daily interactions:

The useful thing about this compilation for UK brands is that you can calculate engagement for your own Facebook page using these measures and then compare to other similar pages, or simply use the brands as the top of the list for ideas on how to achieve engagement.

What it doesn’t tell you is how to get these levels of engagement with fans. I noticed that Park Bench rate highly for engagement, so here are some ideas on that. Marie Page has written before on Smart Insights about their 8 techniques to engage Facebook fans.

Marie is also giving an online training session this week for Expert members on techniques to engage Facebook fans which will be available for download.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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