How do you measure the effectiveness of a post?
As we all know, the answer to that question can range from whimsical to indecipherable, depending on who you ask. Even when you use real numbers, things can get confusing. When measuring social media you often face differing audience sizes, engagement rates, seasonal, industry and event motivators – the variables seem infinite.
One of the beautiful aspects of HubNami is the objective answer it gives to the perennial question, “Was my post good?” We let you compare posts across different profiles, then show you exactly what stands out from the pack. We give you easily understood metrics that measure how your post fares against the average, as well as how it stacks up against the competition.
Let’s look at a few of the ingredients that go into our special brew;
Engagement Rate: a fancy word for the sum of all “touches” (likes, comments, retweets, etc.) divided by the total audience for that specific post. This is better than just measuring simple engagement (“touches”), because it levels the playing field between an outrageously great post to a small audience and a ho-hum post to a huge audience.
Engagement Rate vs. Period Average: simply tells us if a post is better or worse than average. For example, “+9.28x” means that post’s engagement rate is 9.28 times better (928%) than the dashboard average for the period you’ve selected, while “-0.78x” would mean it’s only 78% of that average.
Standard Deviation: (for those of you who slept through algebra) helps us understand the magnitude of the goodness. It’s a robust way of measuring how spread out numbers are, so we know that a post with an engagement rate that's within one SD is about average, within one to two SDs is good, 2-3 SDs is great, and 3+ SDs is exceptional!
HubNami customizes all of these calculations based on the brands you are tracking, serving you up juicy, objective, actionable insight into your brand’s performance against your own competitors, for the time period you select. We make the complexities of social measurement more manageable…even if you did sleep through algebra.
For data fans: We find that distributions of engagement rates usually fall into a fairly steep inverse exponential distribution, rather than the normal “bell curve” distribution pictured here. Standard deviation distance still identifies outliers perfectly regardless of curve shape, but negative outliers rarely appear because being close to 0 is the usual norm.
In the HubNami tool, clicking on engagement rate and reading the color-coded labels will reveal the engagement rate vs. period average and standard deviation – giving you lots of actionable data to ponder. The raw numbers will pop up when you mouse over them.