At some point, every social media director has to sit down and show their boss that their social strategy is “working.” When that moment comes, they typically turn to an engagement metric—say, the ratio of average total of likes, comments and shares on posts to the total number of fans.
This isn’t a bad metric. It tells you whether you’re driving activity with your customers through social and whether they like your content enough to share it—the latter being a primary goal of many social media platforms. Everybody wants word of mouth.
Read more here.