In this Social Engagement Benchmark Report, we analyzed data from more than 2 million Facebook posts to present today’s most complete portrait of Facebook messaging performance. Among the key findings: - Facebook engagement tends to be higher on weekends. Weekends are also when brands post the least frequently. - Facebook reach may have declined, but engagement rates are trending up. - Facebook users share the most brand posts between 6:00 and 9:00 p.m. CST. We also segmented Facebook data by industry so you can compare your success metrics with companies most like yours. Ready to see how you measure up? Download the full report: https://www.exacttarget.com/benchmark-2014/social-engagement-fb?ls=Blog&lssm=Corporate&lss=Blog.2014BenchmarkReport.FB&camp=701A0000000xhBqIAI&content=701A0000000xhBqIAI

1. SOCIAL ENGAGEMENT
BENCHMARK REPORT
Metrics from Facebook* Posts
Sent Through Our Platform:
Consumer Packaged Goods
*All trademarks, service marks, and trade names are the property of their respective owners.

2. Facebook Engagement Rates per Post by Month: CPG
Reach Engagement
by Reach
Avg
Likes
Avg
Comments
Avg
Shares
Avg Links
Clicked
JAN 59.4M 3.49% 550.6 42.2 127.2 46.8
FEB 88.5M 3.54% 632.8 40.8 117.6 57.0
MAR 163.2M 1.52% 641.9 41.0 137.7 115.3
APR 134.7M 1.50% 439.5 29.7 93.6 73.5
MAY 109.0M 1.78% 351.0 24.1 75.9 76.5
JUN 182.0M 0.99% 395.5 26.4 66.4 99.2
JUL 109.2M 1.69% 367.9 26.8 66.1 83.5
AUG 123.4M 1.13% 268.9 26.3 51.3 70.6
SEP 95.1M 1.03% 204.2 20.7 39.1 52.1
OCT 65.6M 1.47% 248.0 19.4 46.3 52.2
NOV 44.1M 2.54% 272.0 22.8 75.4 47.1
DEC 17.5M 5.50% 296.0 28.7 50.4 29.8
6.5K
6.0K
6.1K
5.4K
7.5K
Post Volume by Month
4.6K
3.8K
3.0K
4.4K
3.2K
4.1K
3.2K
Includes paid and organic posts
Social Engagement Benchmark Report for Facebook

3. Facebook Engagement Rates per Post by Day of Week: CPG
Reach Engagement
by Reach
Avg
Likes
Avg
Comments
Avg
Shares
Avg Links
Clicked
SUN 99.0M 1.93% 493.7 31.7 105.0 70.4
MON 187.6M 1.91% 434.1 27.8 82.3 75.4
TUE 182.5M 1.59% 352.5 25.8 72.4 60.9
WED 208.2M 1.43% 350.3 33.8 77.9 63.7
THU 195.7M 1.51% 332.7 28.7 64.1 65.9
FRI 234.4M 1.39% 389.9 29.6 77.0 76.6
SAT 84.6M 2.48% 452.5 24.3 97.0 62.0
9.3K
10.6K
10.1K
9.7K
Post Volume by Day of Week
9.2K
9.5K
4.7K
Includes paid and organic posts
Social Engagement Benchmark Report for Facebook

4. Facebook Engagement Rates per Post by Time of Day (CST): CPG
Avg
Likes
Avg
Comments
Avg
Shares
Avg Links
Clicked
12 AM - 4 AM 500.4 35.2 70.0 114.6
4 AM - 8 AM 166.4 21.9 25.5 20.7
8 AM - 12 PM 132.3 18.4 21.7 24.6
12 PM - 3 PM 272.3 24.0 65.4 72.1
3 PM - 6 PM 427.1 27.2 76.9 70.2
6 PM - 9 PM 676.7 37.1 148.3 109.4
9 PM - 12 AM 508.4 40.3 131.2 73.7
8.4K
11.4K
Post Volume by Time of Day
6.9K 5.8K
10.5K
5.9K
8.8K
Includes paid and organic posts
Social Engagement Benchmark Report for Facebook

5. Want more?
Download the full report
at exacttarget.com/benchmark-2014/
social-engagement-fb