Everyone thinks the number of “Likes” on Facebook is important and to some extent it is. But if you have a gaggle of Likers that don’t do anything (some even hide your posts) than what good are they? What you need to focus on is getting people to do stuff (like, share, comment) on your stuff. It’s all about Facebook Engagement.

Simply put an engagement rate for a post is the number of unique people who have clicked on, liked, commented on, or shared your post, divided by people who saw your post (post reach.) Now you can see what your real engagement rate is. Smarty pants say that an great engagement rate is over 1%.

So, when you’ve got a high number of people Liking, Sharing, Commenting on your posts but your total number of Likes isn’t very high, more engagement is simply more valuable.

Moral of the story? Produce some great content so that people want to engage with your brand.