July 23, 2013 by Stephane Allard
Just for a second, imagine this fictional survey question : “on a scale of 1 to 5, would you say this content pleased you, made you want to discuss it or made you share it with your friends?”
Sounds ridiculous, doesn’t it? Even beginners in statistics know there should only be one variable per question. But this is how we’re currently measuring Facebook engagement, by mixing apples and pears, by mixing (almost) unrelated engagement actions.
Indeed, the Engagement Rate is usually measured this way : (Likes + Comments + Shares)/ Total Fans x100
However, this measure is flawed for several reasons and makes it especially unsuitable for benchmarking.