Roost Offers Facebook Engagement Algorithm

Many a Facebook marketer is grappling for ways to measure engagement rates. Now Roost has an algorithm that calculates it.

Many a Facebook marketer is grappling for ways to measure engagement rates. Now Roost has an algorithm that calculates it.

Roost determines engagement scores based on the number of times a post (or tweet, in the case of Twitter) is interacted with, including likes, shares, comments, and impressions for Facebook, and retweets for Twitter.

The social marketing company said it will add link conversions and hides to its mix soon.

Engagement scores of one through five are provided for each post or Tweet, and other data are provided, including number of views and type of interaction.

Roost also takes each brand’s size into account, the company says in a press release: ”

A small business that has a Facebook page with 50 likes and receives five comments on a post is going to result in a fairly high engagement score. Whereas, five comments on a page with 10,000 likes will not fare as well.

This offering almost seems like a variation of Klout, targeted toward small businesses, but we suspect a score ranging from one to 100, such as those offered by Klout, would provide more insights than a one to five grade.

It’s possible the small range of scores could be due to the relative novelty of measuring engagement. And the company does more detailed grades in its Roost Local Scorecard tool.

Roost Chief Executive Officer Alex Chang said in a press release:

Businesses grapple every day with how to measure the effectiveness of their social marketing efforts, which is why Roost aims to provide all of the necessary tools to create, run, measure, and optimize social campaigns. We are excited about our new analytics engine, which gives users a consolidated view of their social activities and performance.

Readers, are you analyzing engagement rates on your Facebook page?