Customer engagement platform
Digital-first, omnichannel platform built for enterprises
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for live webinars and other events, like Khoros Engage
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for live webinars and other events, like Khoros Engage
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
Fortunately, we’re no longer in the early days of social media — and digital marketers are no longer on their own. Khoros Marketing is here to help. With Khoros Marketing, you can gather analytics data directly from each social media channel. You can also create custom calculations to easily compare performance across social media channels and content types so you’ll always understand how your content is performing and how to improve your efforts to meet your business goals.
For example, Facebook and Twitter include various types of clicks in their engagement calculations, such as those for video and other media links. This click data makes up a large part of the overall engagement and may bloat the results of content including videos or links. Instagram engagement metrics, on the other hand, do not include click data. It may appear that your brand’s Instagram content isn’t performing as well as content on other channels, even if that’s not really the case. But when you define your own engagement calculations, you get a more accurate picture of how your content is performing across channels.
Wondering how using custom metrics looks in practice? Below we’ll explore examples of how to manage and standardize engagement data and content across three of the biggest social media networks: Facebook, Instagram, and Twitter.
The chart below demonstrates that, based on the way each channel measures engagement, Facebook and Twitter appear to be outperforming Instagram:
ENGAGEMENT BY EACH NETWORK DEFINITION
However, since each channel measures engagement differently, to truly compare how your content is performing across these three channels, it’s important to choose metrics that normalize performance — for example, comments and likes. The following chart demonstrates that if you choose to compare metrics that are consistent across all three platforms (in this case, comments and likes), channel performance looks a lot different and Twitter becomes the lowest performer:
ENGAGEMENT AS MEASURED BY CUSTOM METRICS (COMMENTS + LIKES)
You’ll find similar results when you compare different types of content using custom metrics. That’s because some content includes a link or a video that generates clicks that aren’t present in other types of content. Choosing a metric that’s universal to content types across channels or within a channel will provide clearer insight, particularly when the metric you choose is aligned with your brand’s business goals and turned into a rate or percentage.
For example, in the chart below it appears that Facebook photos receive the highest engagement. However, photos published on Facebook make up the majority of posts, which causes them to have the highest impression volume. So naturally, the more posts and impressions, the more opportunity for engagement.
METRICS ON FACEBOOK
However, if your primary goal for Facebook content is awareness, it might be better to look at a metric that’s available for all Facebook content types, such as shares and turn it into a rate (shares divided by impressions). When looking at the content through the lens of “share rate,” videos become a top performer.
METRICS ON FACEBOOK
Another way to assess content performance is to look at each content type and related engagement rates independently. Either way, selecting a metric, or metrics, that align with your brand’s business goals and normalizing performance across or within a category allows for more accurate reporting.
We built out Custom Metric functionality within the Khoros Marketing platform after many customer requests, and we’re so thrilled that more accurate social media content reporting is now a reality.
Need a platform with the ability to define your own metrics and rates, with some of the smartest folks in the industry to help you on your path to success on social media? Sign up for a demo today.
Are you a Khoros customer? Join this conversation on Atlas.
Stay up-to-date with the latest news, trends, and tips from the customer engagement experts at Khoros.
By clicking Stay Informed, I am requesting that Khoros send me newsletters and updates to this email address. I agree to the Privacy Policy and Terms of Use.
Want to view our regional site for Australia?
Go to siteWant to view our regional site for New Zealand?
Go to site
Social metrics don’t always add up
If you’re a social media manager, you have a tough job.
Not only do you have to keep up with ever-evolving trends and make sure to engage with the followers who comment on your posts; you also need to consistently assess how your content is performing and adjust your strategy accordingly. Truly understanding content performance and follower engagement, especially across platforms, can be tricky.
Large brands with established social media teams and concerted campaigns can keep a close eye on content performance and adjust their social media strategy accordingly— but many others, even at the enterprise level, don’t have such a focus on this important part of the business. And if like most marketers, you’re working across a variety of social media channels, the challenge becomes even greater. Setting engagement goals based on your brand’s business objectives can often help, but each social media channel defines and delivers metrics differently, so it’s still complicated to measure one channel’s performance against that of another.