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In community management, there are quite a few figures to know to measure the performance of its actions. They are there to control a strategy, adjust it and also to demonstrate the added value of its work. For a community managerknowing how to read and interpret the figures inherent in your activity is essential.
Discover the Main figures to know in community managementTHE Key rate to monitor and essential tools To follow his performance.
Why are the figures essential in Community Management?
The community manager is not solely vocation to animate a community. He owes justify the impact of its actions With its managers, in particular to unlock budgets by demonstrating that the objectives set upstream have been achieved.
Without figures, it is difficult to show what works or not to then adjust and potentially reiterate the actions carried out. Thus data analysis allows:
- Seize the expectations and needs of his community,
- Optimize its content creation,
- Have arguments to unlock budgets,
- Demonstrate what works,
- Extract a king (return on investment) from strategies and actions carried out,
- Refine its social media strategy, etc.
Social networks make it possible to use a lot of datato improve the performance of its actions and refine its strategies: however you have to know which to analyze, and know how to interpret them.
The 2 essential rates to know in community management
There are 2 major rates to know in community management, the others are a function of specific actions to calculate the king or campaignsetc. They are essential in community management B2B notably.
1. The engagement rate
The engagement rate is undoubtedly The flagship figure to be controlled in community management. It measures the impact of content by measuring the interactions generated by shared publications. It is a rate that you have to know how to interpret starting from the original formula.
The commitment rate formula is as follows: (total nb interactions / scope or number of subscribers) × 100
Interactions here represent the likes, comments, sharing and clicks. Depending on the platforms we can also consider the views of videos in particular. A good engagement rate varies according to the platforms if it is considered at an instant T. If the figures may seem low at first, it is simply that a community does not have 100% active members, but rather 10% when the others are “spectators”.
- On Facebook: around 1 to 2 %
- On Instagram: between 2 and 6 %
- On LinkedIn: 1 to 3 %
- On Tiktok: often higher, 6 % and more
The higher your rate, the more it means that your content potentially appeals to your audience. However, it will be necessary to dig to make sure.
Encrypted example:
250 interactions / range of 10,000 x 100 = 2.5 %
The engagement rate here is 2.5%
2. The retention rate
Sometimes neglected but just as important, the retention rate is an indicator of engagement and loyalty. It is essential to measure interest in a community and its long -term content. It is a question of making a ration between the subscribers won and lost over the months and years, starting from the current number of subscribers.
If at an instant t our community has 10,000 subscribers, we will calculate the retention rate, where M is what corresponds to the month. M = month in progress / m-1 = previous month. To obtain the number of subscribers won and lost subscribers, you must wait until the end of the month.
Formula:
(NB of Total M-1 subscribers + (Nb of subscribers won m – Nb of lost subscribers m) / (NB of Total M-1 subscribers + Nb of subscribers won m)) x 100
Example encrypted on a community of 20,000 subscribers the month preceding the calculation:
(20,000 subscribers last month + (120 subscribers won the current month – 25 subscribers lost in the current month) / (20,000 subscribers last month +120 subscribers won)) x 100 = 99.87%.
The retention rate is here to 99.87% Or a very good rate that will have to be maintained over time.
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Important note:
The engagement rate is still to be compared to the retention rate, because in certain cases, a significant loss of engagement may be due to a significant loss of subscribers. Another very subtle case when you meet a bad-buzz; We can paradoxically win many subscribers because of its media coverage and thus see its retention rate evolve or stagnate. However, if the engagement rate drops drastically, the conclusion is often due to The loss of active subscribers and/or ambassadors.
Rates for performance measurement
The performance measure has an important share in community management and more particularly in the field of B2B where it is a question of generating directly from the king through his actions. Although CM is not in performancein the B2B it can set up actions where figures will be developed.
The click rate (CTR)
The click rate makes it possible to measure the number of clicks compared to the number of impressions as part of a publication or a link.
Formula:
(Number of clicks / number of prints) × 100
This rate is particularly high for publications that redirect to a websitean article or for a landing page.
The growth rate of the hearing or acquisition of subscribers
The growth rate of a community is the percentage of evolution of the number of subscribers over a fixed period. We can also evoke theacquisition of community management subscriberswhether organic or paid growth in the context of content sponsoring for example.
The acquisition is generally sought through actions to be implemented, unlike the growth rate which is an indicator that can be measured each month. The growth rate can also be an indicator to be compared to the retention rate.
Formula:
(Number of subscribers won – lost subscribers) / Total subscribers × 100
This rate must be analyzed finely: strong growth is interesting if it is accompanied by a good commitment rate, because conversely, this could translate a simple momentary buzz effect.
The conversion rate
Not directly linked to pure community management, The conversion rate remains crucial in a business approach.
It is the percentage of users who, after interacting with content or link, carry out an expected action (purchase, registration, download, etc.). It is calculated when implementing call -to -action or in cases of forms.
Following in particular on sponsored campaigns or links that are tracked.
Key figures to follow according to the platforms
Each social network will also have its specificities and Main indicators To be monitored, which are substantially close:
On Facebook:
- Organic and paid or organic and paid reach,
- Interactions (reactions, comments, clicks, likes and sharing)
- Video views (3 seconds, 10 seconds and total views)
- Clicks on publications within the framework of specific objectives, etc.
On Instagram:
- The engagement rate (likes, comments, sharing, backups, etc.)
- Scope and impressions,
- The rate of completion of stories,
- The growth in the number of subscribers, etc.
On LinkedIn:
- Impressions of publications,
- The engagement rate,
- Clicks on links,
- The click rate on native items (written via the LinkedIn content manager), etc.
Sur Teltok:
- Viewing time,
- The number of shares,
- The completion rate,
- The growth in number of subscribers per video, etc.
Tools to monitor and analyze its performance
To allow you to follow these figures, it is better to use tools, whether paid or free, depending on the degree of information sought.
The native tools of social platforms (free):
- Meta Business Suite : for Facebook and Instagram
- Tiktok Analytics
- LinkedIn Analytics
- YouTube Studio : for chains
These tools give a Basic but precious reading main data.
Third -party / paid tools:
- Hootsuite : to plan, follow the kpis and create reports.
- Agorapulse : Agorapulse is a very good French tool with personalized dashboards and multiple accessible options.
- Swello : for simplified planning and statistics.
- Metricool : to ensure multi-network follow-up with advanced analyzes.
- Google Analytics (GA4) : A free tool to follow conversions from social networks to a website and everything related to said website and its audience.
The choice of Community management tools will depend on your needs, the number of networks to follow and the budget to allocate.
How to interpret your data and adjust your strategy?
Reading Community Management figures is useless if it does not lead to concrete actions.
Here are some cases to consider:
- If your engagement rate is low, Rework your content : format, tone, visual, frequency …
- If your number of clicks is too low, Optimize your hooks and your call-to-action.
- If the number of your subscribers does not progress, Think of viral content or collaborate with other accounts.
- If retention retention, Analyze the types of contents that loyal And those who do not interest or no longer your audience.
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A good community manager goes far beyond the publication of content. He must know how to read and interpret well Figures like an analyst. The goal is to understand what his community wants, so that he can adjust his actions accordingly.
By entering the challenges and good understanding of key rates such as the commitment, click or retention rate, you can refine your actions and better demonstrate the effectiveness of your role and work.
