On social networks, the engagement rate is a metric that measures the level of interaction that a certain post or content receives from the audience. Engagement includes comments, likes, and shares. The engagement rate measures the ratio of users and interactions, based on the number of followers or fans of a page. As the importance of social media for online marketing increases, so does the importance of the engagement rate. It is a useful metric for analyzing the effectiveness of a post and comparing it to that of other content, posts, or companies. It is also helpful in determining which content is particularly interesting for potential customers or guests in order to optimize marketing activities and adjust them to match the target group’s interests. The content of individual comments or messages, as well as direct user feedback, are not being considered when calculating the engagement rate.