Two of the most common social metrics businesses track are the number of followers and social media engagement. You may hear people brag about the number of followers they have, but how many interacted with the brand? Follower count is only one part of the metrics for brands to measure.
When you see large numbers of followers on your competitor’s social media sites, ignore the little green monster. Instead, you can ask yourself, “How many are real?” “How many are paying attention?” and “Are they organic or paid for?”
Your followers can also be thought of as your audience. If you have 1,000 people following you on Facebook, how many see your content and engage in some way? This requires you to measure the size of your reach and the level of engagement.
What is Social Engagement?
Engagement metrics are important to consider if you are trying to build a relationship with your customers, increase their loyalty to your business, or measure your customers’ intent to take an action, like purchasing your product…And with higher engagement comes higher visibility (aka higher reach) for your posts.
Engagement metrics measure the number of views, clicks, comments, likes, and shares you get on your posts. This also means the higher the engagement, the higher your visibility (reach).
What is a good level of engagement? Each platform has its own levels of success. Here are some examples.
- Facebook – above 1% is good. Anything below 0.5% needs improvement.
- Twitter – 0.5 – 2.0% is considered good.
While these numbers seem to be arbitrary, it is interesting to see how a little engagement is considered good. This also should make you realize that you need many true followers to get good reach.
There are two ways to measure this engagement: Engagement on Reach divides the sum of your post’s likes, comments, and saves by how many people saw your post. While the Engagement Rate divides the sum of likes, comments, and divides by the number of followers you had at that time.
Why is Social Media Engagement Important for Your Business?
Communication is no longer a one-way street as it once was when we relied on television, radio, and printed news to get our message out to the world (local town is more like it). But now we can interact with customers and potential customers using social media – and expected to do so.
Engaging with your audience using social media offers social proof that you exist. When you have a visitor on one of your channels, they will see that you have many followers and in a perfect world, are able to read testimonials from happy customers. They then feel safe to also buy your product or service.
Social channels allow for a global reach no matter the size of your organization. This greatly expands your marketing reach.
It is also the most effective form of engagement. Can you imagine sending a printed flyer to 10,000 people asking them to call you? This is no longer an efficient way to reach out to your audience. Plus, on social media, your followers can share your post with their followers, which was not really an option when we used to mail flyers to people.
When you achieve high social engagement your brand awareness is expanded. If a follower likes your page, all their followers may see it, and some will like it too. Most companies see brand awareness as a central goal in their social media marketing strategy.
Are you struggling with engagement rates on your social media pages? We can help! Contact us today to schedule a free consultation.