Social Media Analyzer

Campaign performance analysis with engagement metrics, ROI calculations, and platform benchmarks.

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Table of Contents

• Analysis Workflow
• Engagement Metrics
• ROI Calculation
• Platform Benchmarks
• Tools
• Examples

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Analysis Workflow

Analyze social media campaign performance:

• Validate input data completeness (reach > 0, dates valid)
• Calculate engagement metrics per post
• Aggregate campaign-level metrics
• Calculate ROI if ad spend provided
• Compare against platform benchmarks
• Identify top and bottom performers
• Generate recommendations
• Validation: Engagement rate < 100%, ROI matches spend data

Input Requirements

| Field | Required | Description |

|-------|----------|-------------|

| platform | Yes | instagram, facebook, twitter, linkedin, tiktok |

| posts[] | Yes | Array of post data |

| posts[].likes | Yes | Like/reaction count |

| posts[].comments | Yes | Comment count |

| posts[].reach | Yes | Unique users reached |

| posts[].impressions | No | Total views |

| posts[].shares | No | Share/retweet count |

| posts[].saves | No | Save/bookmark count |

| posts[].clicks | No | Link clicks |

| total_spend | No | Ad spend (for ROI) |

Data Validation Checks

Before analysis, verify:

• [ ] Reach > 0 for all posts (avoid division by zero)
• [ ] Engagement counts are non-negative
• [ ] Date range is valid (start < end)
• [ ] Platform is recognized
• [ ] Spend > 0 if ROI requested

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Engagement Metrics

Engagement Rate Calculation

Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100

Metric Definitions

| Metric | Formula | Interpretation |

|--------|---------|----------------|

| Engagement Rate | Engagements / Reach × 100 | Audience interaction level |

| CTR | Clicks / Impressions × 100 | Content click appeal |

| Reach Rate | Reach / Followers × 100 | Content distribution |

| Virality Rate | Shares / Impressions × 100 | Share-worthiness |

| Save Rate | Saves / Reach × 100 | Content value |

Performance Categories

| Rating | Engagement Rate | Action |

|--------|-----------------|--------|

| Excellent | > 6% | Scale and replicate |

| Good | 3-6% | Optimize and expand |

| Average | 1-3% | Test improvements |

| Poor | < 1% | Analyze and pivot |

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ROI Calculation

Calculate return on ad spend:

• Sum total engagements across posts
• Calculate cost per engagement (CPE)
• Calculate cost per click (CPC) if clicks available
• Estimate engagement value using benchmark rates
• Calculate ROI percentage
• Validation: ROI = (Value - Spend) / Spend × 100

ROI Formulas

| Metric | Formula |

|--------|---------|

| Cost Per Engagement (CPE) | Total Spend / Total Engagements |

| Cost Per Click (CPC) | Total Spend / Total Clicks |

| Cost Per Thousand (CPM) | (Spend / Impressions) × 1000 |

| Return on Ad Spend (ROAS) | Revenue / Ad Spend |

Engagement Value Estimates

| Action | Value | Rationale |

|--------|-------|-----------|

| Like | $0.50 | Brand awareness |

| Comment | $2.00 | Active engagement |

| Share | $5.00 | Amplification |

| Save | $3.00 | Intent signal |

| Click | $1.50 | Traffic value |

ROI Interpretation

| ROI % | Rating | Recommendation |

|-------|--------|----------------|

| > 500% | Excellent | Scale budget significantly |

| 200-500% | Good | Increase budget moderately |

| 100-200% | Acceptable | Optimize before scaling |

| 0-100% | Break-even | Review targeting and creative |

| < 0% | Negative | Pause and restructure |

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Platform Benchmarks

Engagement Rate by Platform

| Platform | Average | Good | Excellent |

|----------|---------|------|-----------|

| Instagram | 1.22% | 3-6% | >6% |

| Facebook | 0.07% | 0.5-1% | >1% |

| Twitter/X | 0.05% | 0.1-0.5% | >0.5% |

| LinkedIn | 2.0% | 3-5% | >5% |

| TikTok | 5.96% | 8-15% | >15% |

CTR by Platform

| Platform | Average | Good | Excellent |

|----------|---------|------|-----------|

| Instagram | 0.22% | 0.5-1% | >1% |

| Facebook | 0.90% | 1.5-2.5% | >2.5% |

| LinkedIn | 0.44% | 1-2% | >2% |

| TikTok | 0.30% | 0.5-1% | >1% |

CPC by Platform

| Platform | Average | Good |

|----------|---------|------|

| Facebook | $0.97 | <$0.50 |

| Instagram | $1.20 | <$0.70 |

| LinkedIn | $5.26 | <$3.00 |

| TikTok | $1.00 | <$0.50 |

See references/platform-benchmarks.md for complete benchmark data.

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Tools

Calculate Metrics

python scripts/calculate_metrics.py assets/sample_input.json

Calculates engagement rate, CTR, reach rate for each post and campaign totals.

Analyze Performance

python scripts/analyze_performance.py assets/sample_input.json

Generates full performance analysis with ROI, benchmarks, and recommendations.

Output includes:

• Campaign-level metrics
• Post-by-post breakdown
• Benchmark comparisons
• Top performers ranked
• Actionable recommendations

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Examples

Sample Input

See assets/sample_input.json:

{
  "platform": "instagram",
  "total_spend": 500,
  "posts": [
    {
      "post_id": "post_001",
      "content_type": "image",
      "likes": 342,
      "comments": 28,
      "shares": 15,
      "saves": 45,
      "reach": 5200,
      "impressions": 8500,
      "clicks": 120
    }
  ]
}

Sample Output

See assets/expected_output.json:

{
  "campaign_metrics": {
    "total_engagements": 1521,
    "avg_engagement_rate": 8.36,
    "ctr": 1.55
  },
  "roi_metrics": {
    "total_spend": 500.0,
    "cost_per_engagement": 0.33,
    "roi_percentage": 660.5
  },
  "insights": {
    "overall_health": "excellent",
    "benchmark_comparison": {
      "engagement_status": "excellent",
      "engagement_benchmark": "1.22%",
      "engagement_actual": "8.36%"
    }
  }
}

Interpretation

The sample campaign shows:

• Engagement rate 8.36% vs 1.22% benchmark = Excellent (6.8x above average)
• CTR 1.55% vs 0.22% benchmark = Excellent (7x above average)
• ROI 660% = Outstanding return on $500 spend
• Recommendation: Scale budget, replicate successful elements

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Reference Documentation

Platform Benchmarks

references/platform-benchmarks.md contains:

• Engagement rate benchmarks by platform and industry
• CTR benchmarks for organic and paid content
• Cost benchmarks (CPC, CPM, CPE)
• Content type performance by platform
• Optimal posting times and frequency
• ROI calculation formulas

Proactive Triggers

• Engagement rate below platform average → Content isn't resonating. Analyze top performers for patterns.
• Follower growth stalled → Content distribution or frequency issue. Audit posting patterns.
• High impressions, low engagement → Reach without resonance. Content quality issue.
• Competitor outperforming significantly → Content gap. Analyze their successful posts.

Output Artifacts

| When you ask for... | You get... |

|---------------------|------------|

| "Social media audit" | Performance analysis across platforms with benchmarks |

| "What's performing?" | Top content analysis with patterns and recommendations |

| "Competitor social analysis" | Competitive social media comparison with gaps |

Communication

All output passes quality verification:

• Self-verify: source attribution, assumption audit, confidence scoring
• Output format: Bottom Line → What (with confidence) → Why → How to Act
• Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.

Related Skills

• social-content: For creating social posts. Use this skill for analyzing performance.
• campaign-analytics: For cross-channel analytics including social.
• content-strategy: For planning social content themes.
• marketing-context: Provides audience context for better analysis.