Social Media Analyzer

Social Media Analyzer

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

Table of Contents

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

Clarify First

Before analyzing, confirm these inputs. If any is unknown or vague, ASK — do not assume:

• Platform — Instagram, Facebook, Twitter/X, LinkedIn, or TikTok — selects the correct benchmark set for comparison
• Post/campaign data — likes, comments, shares, saves, reach per post — required; reach must be unique users, not impressions
• Ad spend — total spend for the period — determines whether ROI/CPE/ROAS is calculated
• Analysis goal — full audit, top-performer patterns, ROI, or competitor comparison — focuses the output artifact

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.

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

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

Performance Categories

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

Engagement Value Estimates

ROI Interpretation

Platform Benchmarks

Engagement Rate by Platform

CTR by Platform

CPC by Platform

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 to replicate.
• Follower growth stalled -- Content distribution or frequency issue. Audit posting patterns and content mix.
• High impressions, low engagement -- Reach without resonance. Content quality or relevance issue needs addressing.
• Competitor outperforming significantly -- Content gap detected. Analyze their successful posts for format and topic insights.

Output Artifacts

Communication

All output passes quality verification:

• Self-verify: source attribution, assumption audit, confidence scoring
• Output format: Bottom Line first, then What (with confidence), Why, How to Act
• Every finding tagged with confidence level: verified, medium confidence, or assumed

Related Skills

• campaign-analytics: For cross-channel analytics including social alongside other channels.
• content-creator: For creating social media content optimized by analysis findings.
• marketing-demand-acquisition: For integrating social media into broader demand gen strategy.
• marketing-strategy-pmm: For aligning social content with product marketing positioning.

Troubleshooting