We have seen it before:
<img class="size-full wp-image-1634 alignnone” alt="socialbakers-engagement-rate” src=socialbakers-engagement-rate.png” width="530” height="140” srcset=socialbakers-engagement-rate-300x79.png 300w,socialbakers-engagement-rate.png 530w” sizes=”(max-width: 530px) 100vw, 530px” />
Socialbakers relies on the count of total fans in a given day to be able to benchmark different pages. There is however a hidden factor, Facebook’s edge rank algorithm. The overall organic reach is not equal for every piece of content published and over the course of a month it is very likely that the page will only reach a portion of its total number of “fans”. (“Subscribers” is more like it.)
Since Socialbakers can’t access the organic, paid and viral reach of a post it relies on the little public information it has about all pages, number of fans.
And yet, this is the only way we have to benchmark a page against its competitors: not taking into account the investment in facebook sponsored posts and ads or the impact that a particular piece of content might have in regards to the exposure of a content published by brands.