Mar.24Twitter App

Engagement rate might be the most important metric for your Twitter strategy. How many of your followers regularly like, reply to, mention or retweet your brand? How many ignore it? More than your number of followers, engagement rate tells you the real size of your audience — and how many advocates your brand has.

Engagement Rate Definition

1,000 retweets sounds good… but not if you have a following of 1 million. Engagement rate is the number of likes, replies, retweets, and mentions received relative to your total following. The metric is calculated using the total engagement across all of your posts for the time period against your total number of followers. You can do the math yourself by comparing your average engagements per post to your total following.

Engagement rate puts your tweets in context so you can evaluate how engaging your they really are. Crowdbabble calculates your engagement rate for you.

How to Find Your Engagement Rate

To find your average engagement rate and see your engagement rate on specific days, you’ll use the Engagement and Overview tabs in Crowdbabble.  After you’ve signed in and added a Twitter account, select a date range you’d like to analyze. Click the engagement tab.

How to measure Twitter engagement rate as a percentage step 1 load account

Then, select Engagement Rate.

How to measure Twitter engagement rate as a percentage step 2 go to engagement rate tab

The graph shows how your engagement rate has changed. When you hover on the graph you can see engagement rates on specific days, exploring peaks and valleys. Engagement peaked for @DonaldTrump on March 15, with an engagement rate of 8.09%.

crowdbabble_social-media-analytics_how-to-calculate-engagement-rate-twitter_step3-peak

How to measure Twitter engagement rate as a percentage step 3 hover over graph for specifics

What did Trump post on that day that lead to his high engagement? If you click on an area of high engagement, the posts you made on that day will pop up. Now you can see what content your users value the most.

crowdbabble_social-media-analytics_how-to-calculate-engagement-rate-twitter_step4-toppposts.png

How to measure Twitter engagement rate as a percentage step 4 drill down

When you know what content drives engagement rate higher, you can hone your strategy and deliver more of it to your users. For Donald Trump’s followers, posts thanking followers and posts about his family drove engagement higher than average on March 15.

Now that you know how to measure your engagement rate, you can keep track of the metric to measure your performance going forward. In the engagement tab, you can also drill down to see what proportion of engagements are likes, comments, retweets, or mentions.

To see your average engagement rate over the same time period, check the Overview tab.

crowdbabble_social-media-analytics_how-to-calculate-engagement-rate-twitter_step5-overview

How to measure Twitter engagement rate as a percentage step 5 find engagement rate in overview

The average engagement rate will allow you to compare the time period you’ve selected to previous months, or to the average rates of competitors.

Benchmark

Crowdbabble allows you to add any Instagram, Twitter, or Facebook Public Page, whether or not you have administrator status on the account. This will allow you to benchmark. Depending on your industry, the engagement rate you strive for will be different.

Let’s look at @HillaryClinton, who might take the Democratic nomination for President. Below is the engagement rate graph for Hillary Clinton’s official Twitter account. Like Trump, engagement peaked on March 15 when five states held their primaries.

Engagement_Rate (4)

How to measure Twitter engagement rate as a percentage step 6 an example

As shown in her Crowdbabble overview, Clinton’s average engagement rate for the period is 15.6%. The rate seems healthy for Clinton’s large following of 5.7 million. But @BernieSanders and @realDonaldTrump are well ahead at 114.7% and 53.6% respectively. Comparing Hillary’s engagement rate to those of her competitors makes it easier to evaluate.

To set your own engagement rate goals, add the Twitter accounts of competitors in Crowdbabble and use their engagement metrics to benchmark. A competitive analysis using engagement rate can help you refine your strategy — turning followers into advocates.