Although Mercedes Benz has 2.3 million more Facebook followers, it is German luxury car competer Audi that has a 15 percent higher rate of social media engagement, according to an article on Venture Beat.
Social marketing company Socialbakers believes the best indicator of social media success comes from actual engagement rather than simple fan count. ”Engagement means your post, tweet, or status update did something,” according to the piece. ”Someone changed their behavior or actions as a result of it. And others will see your message because they did.”
The calculation is relatively easy: you count the number of reactions on a particular social media platform (tweets, likes, shares, comments, replies, etc.) you get per day, divide by the number of actions you took (wall posts, tweets, etc), then divide by the total number of followers or fans on that day, and multiply by 100.
Out of the top 10 brands with the highest engagement rate, it is Audi USA that reigned supreme over Mercedes Benz with an 0.652 percent rate per single post and 700,000 social shares in the month of June alone. Mercedes came in second place with 0.306 percent. The only other car company in this top 10 list was BMW in fourth place.