Facebook Shares - Rate
What is this metric?
The Facebook Shares - Rate metric seeks to assess how likely are a brand’s social posts to drive the brand’s audience to share the brand’s message with others on the Facebook platform.
How is this metric calculated?
BlueOcean calculates a brand’s total number of Facebook ‘shares’ divided by a brand’s total count of Facebook followers.
Data source: BlueOcean-trained Proprietary Data Model considering estimated data from:
- Facebook native social channel API
Data Source Update Frequency: Weekly
Can Ratios Impact this Measurement? Yes
BlueOcean Applicable Framework(s): BlueOcean framework │BlueOcean Basic framework
How is this information valuable to my brand?
The Facebook Shares - Rate metric is a valuable resource for:
- Virality and Reach: Shares significantly increase the organic reach of social media content. A high sharing rate indicates that a brand’s content resonates strongly with the audience, prompting them to share it with their own networks and thereby amplifying the brand’s message.
- Brand Advocacy: High sharing rates are a sign of strong brand advocacy. Followers who share content are likely to be brand advocates, promoting a brand voluntarily and positively influencing their peers.
- Engagement and Interaction: Shares are a form of active engagement. They indicate a deeper level of interaction with the content compared to ‘likes,’ reflecting a higher level of endorsement and engagement from followers.
- Competitive Benchmarking: Comparing sharing rates with competitors provides insights into relative content performance. It helps marketing departments understand how well a brand’s content is performing in terms of shareability compared to others in the industry.
- Social Proof: High sharing rates serve as social proof, enhancing the credibility and appeal of a brand. Content that is widely shared is perceived as valuable and trustworthy by a broader audience.
- Audience Insights: Analyzing sharing patterns provides valuable insights into audience preferences and behaviors. It helps marketing departments understand what motivates followers to share content, which can inform future content creation and strategy.
- Campaign Performance: Shares are a key performance indicator (KPI) for social media campaigns. Measuring sharing rates helps evaluate the success of campaigns and informs adjustments to improve future campaign performance.
- Brand Awareness: Shares contribute to brand awareness by exposing a brand to new audiences. Each share extends the reach of the content beyond a brand’s immediate followers, increasing visibility and awareness.
- Message Amplification: High sharing rates amplify the brand’s messages. This amplification is particularly valuable for important announcements, product launches, or campaigns that benefit from wide dissemination.
- SEO Benefits: Shared content often generates backlinks and increased traffic to the brand’s website, contributing to improved search engine optimization (SEO) and higher search rankings.
- Cost Efficiency: Organic shares reduce the need for paid promotion by naturally increasing content reach. This cost-effective method of content distribution can enhance the overall efficiency of marketing efforts.
- Trend Analysis: Monitoring sharing rates over time helps identify trends and shifts in audience interests. Marketing departments can use this information to stay current with audience preferences and adapt content strategies accordingly.
- Strategic Planning: Sharing metrics support long-term social media and content strategies. By consistently measuring and analyzing sharing rates, marketing departments can set realistic goals, track progress, and refine strategies to enhance content shareability.
Additional considerations where this metric can play a role:
- Content Effectiveness: This metric helps identify the most effective types of content. By analyzing which posts are shared the most, marketing departments can understand what content themes, formats, and topics resonate most with the audience.
- Viral Marketing: Content with high sharing rates has the potential to go viral. Marketing departments can leverage this information to create more shareable content, increasing the chances of achieving viral success.
- Customer Journey: Understanding what content gets shared can help map the customer journey. It indicates which types of content are effective at different stages of the journey, from awareness to consideration to decision.