Engagement Quality Score
Metric evaluating the depth and meaningfulness of social media interactions beyond basic likes and follows.
Definition
Engagement quality score weighs different interaction types based on their value and intent, prioritizing comments, shares, and saves over passive likes or reactions to measure genuine audience connection.
This metric helps social media managers focus on building authentic relationships and community rather than vanity metrics that don't correlate with business outcomes or brand loyalty.
Why It Matters
High-quality engagement indicates genuine audience interest and connection, correlating more strongly with brand loyalty, word-of-mouth marketing, and eventual conversion than surface-level interactions.
Focusing on engagement quality over quantity helps brands build meaningful communities that provide long-term value rather than hollow follower counts that don't drive business results.
Examples in Practice
A fitness brand prioritizing detailed workout questions in comments over simple thumbs-up reactions to exercise videos.
A software company valuing user-generated tutorials and problem-solving discussions more than basic feature announcement likes.
A food blogger measuring recipe saves and detailed cooking questions as higher-quality engagement than photo likes.