As the social media analytics field is pretty new, it’s really important to understand how the metrics are computed.
Let’s take for example, one of the main metrics in measuring one’s page performance : the “Engagement Rate”.
What is supposed to be measured with the Engagement Rate ?
“The Engagement Rate measures how well your Fans interact with your content”. That’s a common definition.
What’s that supposed to mean ? If you have a 0.02%
Engagement Rate, it means 0.02% of your fans have engaged
with your content, isn’t it ?