Social Media Analyzer

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

Table of Contents

• [Analysis Workflow](#analysis-workflow)

• [Engagement Metrics](#engagement-metrics)

• [ROI Calculation](#roi-calculation)

• [Platform Benchmarks](#platform-benchmarks)

• [Tools](#tools)

• [Examples](#examples)

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

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

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

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.

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

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

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.