Evaluate how big and active is your follower base compared to competitors' fans. Are they just a small pack of inactive acquaintances or are they super engaged innumerous tribes.
Yours and your competitor's Followers can fall under 4 categories:
- Acquaintances - a small amount of rather inactive followers.
- Families - a small, but active community.
- Tribes - a big and active community.
- Crowds - a big number of inactive fans.
The results may be a signal for changing your follower acquisition strategy (maybe you are attracting the wrong audience or lots of bots) or your content strategy (posting more engaging content, which takes into account your followers' interests).
So here’s how you use this matrix:
Engagement = Likes + Comments + Shares (access full report)
The main idea here is: “You get more followers - you get more engagement.” Ideally.
Case Study:
How to Stink on Facebook with 17 Millions Followers: Learn from Burberry
Using Engagement Matrix to analyze the percentage of engaged Facebook fans and comparing with competitors.
How do you calculate Shares for Instagram?
Shares for Instagram are calculated as the number of times the link to your Instagram post was shared on other social sharing sites: Pinterest, StumbleUpon, Reddit, Digg, Twitter, Facebook, Linkedin.
For some social networks (Blog, YouTube, Linkedin, Tumblr, Instagram, Slideshare, Vimeo) we additionally collect data from other places besides the channel (e.g., Disqus, Delicious, StumbleUpon, Reddit, Digg).
Read more about data collection sources here.
Engagement - the sum of all social interactions for the selected time range.
Engagement = (# of Shares + # of Likes + # of Comments)