Social Media Analyzer

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

# 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:

1. Validate input data completeness (reach > 0, dates valid)
2. Calculate engagement metrics per post
3. Aggregate campaign-level metrics
4. Calculate ROI if ad spend provided
5. Compare against platform benchmarks
6. Identify top and bottom performers
7. Generate recommendations
8. **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:

1. Sum total engagements across posts
2. Calculate cost per engagement (CPE)
3. Calculate cost per click (CPC) if clicks available
4. Estimate engagement value using benchmark rates
5. Calculate ROI percentage
6. **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

```bash
python scripts/calculate_metrics.py assets/sample_input.json
```

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

### Analyze Performance

```bash
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`:

```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`:

```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.

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