Social media “engagement” is one of those vague phrases that deserves better explanation! This important metric helps you understand how well social media content is performing, both on a post-by-post basis, and in general. Let’s go over a few common questions.
What is Engagement Data?
Engagement refers to all the general actions people can take when they see a social media post. That includes likes/reaction buttons, shares, comments, and all the other proactive responses your audience can perform. Bundle all those together, and you get your broad engagement info. It’s the metric of how people are getting involved: It shows just how “social” your media really is.
As you can guess, engagement has become the most important market analysis tool for social media. That also means that more social media companies are making decisions of their own based on engagement. Basically, if you aren’t tracking engagement on your posts and throughout your campaigns, you need to start!
What Does it Matter?
Engagement doesn’t just help you see how successful your social media has been. It also helps you identify the content that gets the most reactions so you can repurpose it in other areas and capitalize on that success.
But wait! Remember, platforms like Facebook and Instagram are also looking at engagement numbers. They are increasingly tweaking their algorithms to respond to engagement by making popular posts more visible. That means they get even more engagement, which makes them even more visible, and you can see how some posts snowball to become immensely popular. To recruit this synergy, you’ve got to pay attention to engagement as well, or you risk your posts getting lost.
Okay, How Can I Improve My Engagement Numbers?
So many ways! Smart, high-quality social media content will help you more than anything, but if you are looking for specific engagement strategies, here are a few ideas.
- Try a variety of content: Don’t just make one post over and over again. Use the wealth of tools social media provides to deliver different kinds of content. Try the story tools and livestream features. Publish videos and web links as well as photos and announcements. If nothing else, you’ll find out what’s most effective for your current audience.
- Encourage social sharing: In other words, encourage your whole team and all employees to share posts on social media. That will present the posts to their own individual audiences, which can garner much more engagement than just posting through your business account. In general, it’s great to have employees post anything about your brand to increase visibility.
- Ask for input: Ask your social audience for their thoughts, opinions and questions. If they have enough time, they are likely to respond, and all those responses count as engagement numbers. The more interactive your post, the better it can perform.
- Provide unique information: There are some types of information your brand is particularly well suited to provide. For example, a landscape company is well placed to provide information on exactly when to think about planting new trees, or if you need to update your irrigation system. Think about ways you can provide unique, valuable guides on how to use your products or services, or how your buyers can make better decisions.
- Be better than anyone else: Sometimes, it’s just that simple. Social media is a competitive place, and the cream tends to rise to the top. High-quality posts and visuals get noticed more easily, and people are more willing to respond to them. Always keep quality as a high priority.
Anything Else That I Should Know About Engagement?
Always dig down. Engagement is a very general metric, which has its drawbacks. For the best social media analysis, you need to study exactly what your engagement is made of. How much of it is made of reactions such as likes? How much of it is made of more valuable shares? How do these numbers compare to your CTA results and visits to your website? Study the details to really see how a post is performing.