Engagement Fan Engagement with a Facebook page is crucial. You need to measure how much the fans interact with the page. The Engagament not only tells you how well the Social Media Manager knows how to connect with the Facebook community and how well the content is accepted by the fans, but it is also the basis for the Edge Rank algorithm. This algorithm is used by Facebook to determine how interesting a post is for a Facebook user. And based on that, whether the user gets to see the post at all. Unfortunately, Facebook does not have a direct KPI for engagement. Therefore you would have to add up all interactions in a given period. As a very rough measure the following trick can be applied: Divide the Talking About value by the number of fans. The result is an approximation of how well the page is able to activate fans. By no means is it an ideal solution, as the Talking About has major drawbacks as described above. Moreover, it does not measure the number of interactions but the number of people who have interacted. This results leads to underestimation of engagement in vibrant communities. Often, the value of “Talking About / Number of Fans” is called “percentage of active fans.” That’s just wrong. The users counted in Talking About are not necessarily fans. They might be users who interacted once or by accident and might never be seen again. The quotient of Talking About and Number of Fans is therefore only a “quick & dirty” solution and a rough estimate of Engagement. It is not useful as a reliable indicator. To determine the involvement of a fan page, you have to either grab your calculator or you can use one of many social media monitoring tools. Just like Fanpage Karma calculates the Engagement, Post Interaction and Karma value that reflects the Engagement, most of the other tools available present similar values – but not always for free. For average engagement rates view our latest study here.