Engagement rate is the percent of people that saw an update that liked, commented on, or shared it.
For example, if 1,000 people saw a photo you posted on your Facebook Page, and 100 people liked, commented on, or shared it, the engagement rate would be 10%.
Because virility highlights how people talk about your posts, it’s essentially a measurement of content quality.
The more relevant and interesting your update is, the higher your engagement rate will be for that update.
But what is a good engagement rate?
It seems like everyone wants a quick answer on this one.
The problem is that every single Facebook page community is very different. Each community responds to content differently on Facebook (some communities are more social than others). Each community is also at a different stage in maturity.
What all communities do share is that they respond more to content that’s awesome, and ignore content that’s boring.
And if you’re like most Facebook Page community managers, publishing awesome content is something that you’re always improving.
Why you should ignore engagement rate benchmarks
Let’s say NTEN suddenly announced that 10% is the average engagement rate for nonprofit Facebook Pages. You would feel really great (even arrogant) or really crappy depending on your Page’s average engagement rate.
So in the end, a good benchmark for engagement rate is this: