Step 1: Setting Up Your Post Tags Panel
Before jumping into the data, it's important that your Post Tags panel have some key columns on display.
Displaying the below columns will be helpful as you become familiar with the chart:
Engagement Rate by Follower
Engagement Rate by Follower w/o tag
Engagement Rate Lift
To review our definition of Engagement Rate by Follower, click here.
Not seeing these columns? Click "Manage Columns," select the columns, then click "Save," as seen below:
Step Two: Post Frequency for Date Range Selected
While reading the Post Tags panel, keep in mind the number of posts made by each company within your landscape for the date range selected.
If you need a refresher on posting frequency, go to the "Social Posts" panel to find the "Activity and Engagement" panel. Here you will see posting frequency for individual companies within your landscape.
Step 3: Reading Your Post Tag Panel
Now that you're all set up, lets read the panel:
Companies Using: The number of companies within your landscape where a post was captured by a specific post tag. In this example we see:
Six companies within this landscape have at least one post correlating to the "Animals" post tag.
The focus company, The Nature Conservancy, is using this post tag since the number is highlighted in blue. If it is highlighted in grey, it means a particular post tag is not used by your focus company.
Posts: The number of posts captured by the post tag. Please note the number in line with the post tag shows the total number of posts captured by the post tag within the landscape.
When you click into the post tag you will see how many posts from each company correlate to the post tag. In this example we see:
Across the landscape, 52 posts were captured by the "Animal" post tag.
The focus company, The Nature Conservancy, had eight posts captured by the "Animals" post tag.
A competitor company, World Wildlife Fund, had 10 posts captured by the "Animals" post tag.
Eng. Rate by Follower: The average Engagement Rate by Follower for the posts captured by the post tag. In this example we see:
Across the landscape, there was a 0.20% Eng. Rate by Follower for the 52 posts captured by the "Animals" post tag.
The focus company, The Nature Conservancy, had a 0.20% Eng. Rate by Follower for their eight posts captured by the "Animals" post tag. These eight posts are being compared to the other 87 posts made by The Nature Conservancy.
A competitor company, World Wildlife Fund, had a 0.17% Eng. Rate by Follower for their 10 posts captured by the "Animals" post tag. These 10 posts are being compared to the 46 posts made by the World Wildlife Fund.
Eng. Rate by Follower w/o Tag: The average Engagement Rate by Follower for all other posts not captured by the post tag. In this example we see:
Across the landscape, there was a 0.050% engagement rate by follower for all other posts not captured by the "Animals" post tag.
The focus company, The Nature Conservancy, had a 0.030% Eng. Rate by Follower for their 87 posts not captured within the "Animals" post tag.
A competitor company, World Wildlife Fund, had a 0.052% Eng. Rate by Follower for their 46 posts not captured within the "Animals" post tag.
Eng. Rate Lift: How much better or worse the posts captured by your post tag performed compared to posts not captured by your post tag. In this example we see:
Across the landscape, the 52 posts captured by the "Animals" post tag performed 4.03x better than 862 post not captured by that post tag.
The focus company, The Nature Conservancy, shows a +6.63x Eng. Rate Lift. This means that the 8 posts captured within the "Animals" post tag performed 6.63x better than the other 87 posts made by the Nature Conservancy.
A competitor company, World Wildlife Fund, shows a +3.30x Eng. Rate Lift. This means that the 10 posts captured within the "Animals" Post tag performed 3.30x better than the other 46 posts made by World Wildlife Fund.
Why is the data different when looking inline at particular companies?
The data you see when you click into a post tag will be different because the post captured by the post tag are being compared to the other posts from that same company.
Now that you know how to read our Post Tags panel, click here to learn how to create your own post tags to supercharge your social content analysis.