Engagement is measured in two ways:
- Post Engagement is specific to a post made on a social media platform.
- Web Share Engagement is specific to a URL.
Web Share Engagement explained
When an article is published on a website, it is accessible via a URL.
When that URL is shared to a social platform like Facebook, by individual users, it counts as one Web Share
Let's look at a real life example:
Bob looks at the BBC Website and decides to share a story to Facebook.
He copies the URL of the article into a Facebook post, or he shares that article through the Facebook sharing button on BBC's Website.
This counts as one Web Share Engagement.
Now Bob's friends see his post on Facebook, they comment on it and several of them share that post themselves.
All the engagement above also counts as Web Share Engagement.
Let's compare this with Post Engagement:
BBC News posts an article on their own Facebook page
Facebook users see this post on Facebook and like, comment or share it
All that engagement is Post Engagement, because it occurred on a Post made by a public page.
Web Share Engagement accounts for the majority of total engagement on Facebook. You should have a handle on both types to best understand what is popular on Facebook.
For Twitter, Web Share Engagement is unavailable, as Twitter disabled the ability to track it some years ago.
In EzyInsights, Web Share Engagement is available for Facebook, Pinterest, and LinkedIn.
Please do contact us and feel free to ask more if it is still confusing :)