Earlier this week, I spoke about the 3 social media metrics you should focus on. I went on to talk about social media engagement in particular as that is the most difficult to quantify, assuming what we are concern with is MEANINGFUL engagement.
If you miss the previous article, here are the 4 ways you can engage on social media;
- Create content your audience want to see
After trying it out for yourself, your next question would be, ‘How do I know if this is working?’.
Before we start, keeping in mind that social media is a dynamic avenue is important. What may work on one platform might not work on the other. Likewise, what may work today might not work in a few months or years. Do not expect to see results on the first try. Aim to fine tune and measure your efforts overtime with due diligence.
Ways to measure meaningful engagement on social media
Rather than fussing over the number of followers you gained or lost everyday, look at the bigger picture. Adjust your engagement strategy according to the response. If you are posting pictures with long, philosophical quotes that no one is really interested in reading; and they let you know by unfollowing you, then stop doing that. On the other hand, if you start posting pictures of your new puppy and gain 30 followers in a week, you know that you’re engaging your audience.Of course, this is just a simple illustration to prove my point. In reality, we want to stay true to ourselves and not just to “do it for the ‘gram”. My point is, engagement involves listening to your audience too 😉
Clicks per post
When sharing a blog post or anything with a link, we should consider the number of people who click through the link rather than the number of likes or shares on a post. According to a 2016 study by Forbes,
59% of all links shared on social media networks aren’t actually clicked on.
Followers : Following ratio
We get it. Perhaps you just started out on social media or want your account to be noticed by more people, your first instinct would be to follow as many accounts as possible. However, this has the potential to make you appear desperate. For example, having 10 followers and 100 following will decrease your credibility. Besides, we always want to be part of something exclusive. Managing your followers : following ratio could lead to the positive perception that your brand is niche and meticulous about what kind of audience to attract.
Hopefully these insights gave you some ideas on what to look out for, for a more meaningful social media engagement 🙂
Have some personal experience with social media engagement to share , we want to hear from you!