What term is used for the summary metrics that represent user engagement with social media content?

Engagement metrics are the specific measurements that provide insights into how users interact with social media content. These metrics quantify user actions such as likes, shares, comments, and other forms of interaction, allowing social media strategists to assess the effectiveness of their content and campaigns.

Understanding engagement metrics is vital because they help businesses and organizations gauge the interest level of their audience and identify which types of content resonate most effectively. This information is used to refine strategies and improve future content development.

While performance metrics generally assess the overall success of a campaign or strategy (such as reach or impressions), and activity metrics may focus on the actions taken by users or profiles rather than the quality of engagement, engagement metrics are specifically tailored to measure the degree of interaction, making them distinct and particularly valuable for assessing user engagement. Signal metrics are more focused on trends and patterns in data rather than direct user interactions, which further emphasizes why engagement metrics are the most pertinent term for summarizing user engagement.