Social Media Analyzer
Campaign performance analysis with engagement metrics, ROI calculations, and platform benchmarks.
Table of Contents
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:
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.
