Generating social media engagement is the holy grail for many, yet some organisations are failing to evaluate this important element, and preferring to report on numbers of fans and followers as a measure of success instead.
Measuring social media engagement is a much stronger indicator of how involved your audiences are.
A report by Deloitte revealed that 47% of millennial’s purchase decisions are influenced by social media, with consumers turning to social media for advice, reviews and information it’s critical that organisations are generating content that is relevant and engaging the right audiences.
There is a wealth of information available to evaluate, including analytics on comments, likes and shares / retweets, which all demonstrate how effective certain content is at generating engagement.
It is important to ensure that engagement is not just measured in your monthly report but on a regular basis to evaluate whether your social media delivery is being effective. Regular monitoring will enable to adapt your content strategy focusing on your ‘golden unicorn’ content. For example, measuring the sentiment of inbound customer enquiries enables organisations to gain an accurate understanding of their customer’s perceptions (positive or negative). These metrics can be used to continually evaluate and refine social media content, identifying what the audience are most likely to interact with, helping to drive more engagement over time.
Here are five quick tips to ensure that your social media activity is driving engagement and that you are evaluating the right metrics:
1) Don’t get hung up on high-level metrics, such as number of likes and followers
Reporting the number of fans and followers is not a true reflection of how engaged the audience are. Ultimately, you are better off having a smaller number of fans who are actively engaging with your content, than a large number of disengaged fans.
2) Categorise social media content so that you can drill down into the detail
For example, tag all your inbound or outbound posts that are related to customer complaints, marketing campaigns or promotions. This will enable you to focus resource into areas that require more support, e.g. a high level of engagement within customer complaints may highlight a product or service issue that needs addressing.
3) Evaluate any engagement in the context of your organisation’s target audience
For example, males aged between 50-79 years old on social media are more likely to be “silent observers”, and so will naturally engage less with any content on social media.
4) Know the platforms you are using and their differences
For example, generating a Like on Instagram may be worth less to you than a Like on Facebook or LinkedIn. This is because it is less likely to help extend the reach of the post due to the platform’s algorithms (technical speak for how the platforms prioritise content that generates engagement).
5) Link engagement back to business objectives
With marketing teams being pushed to ensure that social media is delivering return on investment, ensure that the engagement metrics are reflective of your business objectives and can demonstrate impact. Take a look at our blog on how to measure success on social media to ensure your measuring the right metrics.
Follow these simple tips to measuring your social media engagement with the right metrics, and help generate more meaningful results from your social media activity.