130 THE POWER OF VISUAL STORYTELLING • Content theme: for example, product, promotion, sale, thought leader- ship, funny • Engagement metrics for the platform: each as a separate tab or row (for example, likes, comments, shares, retweets, click-throughs) • Paid media support for the content: for example, dollar value • Engagement rate per post • Post sentiment: positive, negative, neutral • Qualitative wins For engagement rates of your posts, tweets, and so on, here are quick and easy ways to calculate them: • Facebook. Look at the “virality” of your post in Facebook’s page analytics. If you prefer to calculate yourself, this figure takes likes, com- ments, and shares and divides them by the total impressions generated per post. • Twitter. Calculate a basic engagement rate with the number of replies and retweets divided by your number of followers that day multiplied by 100. • And so on. Qualitative wins could be inclusion in a news article, a response from an influencer, becoming a trending topic, or a surprise number of leads generated. These may be harder to remember the further you go back, but they’re valuable to capture and record when you can because numbers won’t always tell the full story. Analyzing the Raw Data Having this data in a spreadsheet will also allow you to filter by each factor and look at the raw data for trends or themes. Evaluating these supporting components, plus your content’s engagement rate across all of your social media channels is one important step in pivoting to where you want to be going forward.