Interactivity Index is made by our analytics indicator that measures engagement from a brand new perspective. InI (as we call Interactivity Index for short) differentiates different kinds of activities by assigning them weights in accordance to their importance to the Page.
People are much more likely to only “like” posts than to engage in discussions with the brand or share content. In order to summarize all the activities that occur on Facebook we adopted the following weights:
- Like → 1
- Comment → 4
- Text only → 8
- Multimedia → 12
- Share → 16
Relative Activity Index is an indicator that makes it possible to reasonably compare profiles that greatly differ in size. It includes only fan activities and Page size. It is calculated by using this formula:
Relative Interactivity Index = fans’ InI/fan number*1000
Engaged users – users who, in a given period of time, were in any way active on the Page. Be it liking, commenting, adding a post or multimedia item, or sharing Page content, it’s all counted as activity. For Twitter, engaged users are the ones that mentioned a profile or re-tweeted its tweet.