In Maersk Line, we’re in the process of rolling out the use of Facebook to our global organisation, meaning that the more than 150 country communication managers situated in offices around the globe are now able to do local posts via our global Facebook page (Facebook.com/MaerskLine).

In doing so, I discovered a need from their end to better measure how good their posts are. Since they are only posting to a limited audience of e.g. 5,000 fans in their country it might be that 30 likes is extremely good – even though it doesn’t feel that way.

Therefore, I started looking into how you can calculate how good – or successful – a post is, and I ‘developed’ an engagement score and started calculating the score for 12 of what’s usually seen as the best brands in social media. Just to have something to benchmark our efforts against.

The Social Media Brand Engagement Score on Facebook

What I did was this: I took the average number of likes, shares and comments for the 10 most recent global posts for the different Facebook pages – and multiplied the comments and the shares with 4 and 2 respectively because they are worth more than a simple like.

I then divided that average post score with the total number of fans and multiplied it by 10,000 to get a more regular number… and that’s the score. Quite simple.

You might argue against the metrics behind this score in a number of ways, but I think it gives a good and clear overall picture of how good companies really are at social. And it’s very easy to use to calculate how well you (as a social media manager) are performing.

The result

The outcome of the survey is also quite interesting. Here it is, without any further comments:

Lego                  48.0*
Disney               34.2
GE                     32.9
Shell                  19.1
Ford                   17.2
McDonald’s       10.2
Oreo                   7.2
Dell                     7.0
Red Bull              6.0
Converse            5.1**
Starbucks           4.5
Coca-Cola          2.2

Oh, and did I forget to mention that Maersk Line’s score is quite, quite uplifting for us? We scored 37.0

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* = two of the posts had suspiciously many more likes (not shares and comments) than the rest, suggesting they were ‘bought’, i.e. promoted through FB Adverts.

** = if not for a single, very popular post the score would only have been 1.3.