Social media is about more than broadcasting. It requires two-way, real-time conversation. In this video, look at what engagement means on the different social media platforms.
- [Narrator] In this social media metrics session we're going to talk about engagement. The Oxford English definition of engagement is, "To occupy or attract someone's interest or attention; "to involve someone in a conversation or discussion." In essence, it's two-way, it's not just broadcasting, it involves a response or a reaction. Engagement means slightly different things on the different social media platforms. On LinkedIn, it's the likes, comments, shares, and views on your updates. On Twitter, it's the replies, the mentions, the retweets, the likes of your posts.
Facebook, reactions, comments and shares. And finally Instagram, again likes and comments. We want people to interact with our content, it means they value you it, and by sharing it, it extends our reach to other social media users. It helps build our audience, and in turn, generate even greater response. The native analytics on the social media platforms, or the reporting tools within third party social media management tools, can provide you with this information.
Applause, it's useful to measure how many people are sharing our messages. Applause rate is a good measure, and it's the number of favorites or likes per post. The content that gets the greatest applause from our audience should be repeated. Our audience have told us they like it, so let's give them some more. As a more overall measure of engagement, take the sum of all the interactions across a social media platform and divide that by the total number of fans, followers, or connections on that platform. You should aim to increase your engagement rate over time.
You could also take a look at your competitors and calculate their engagement rate. How are you doing in comparison to them? Check out where you can improve your own activity for even greater results.
- Linking business strategy and social media
- Looking at the challenges of calculating ROI
- Determining the cost of social media
- Defining ROI
- Calculating social media marketing ROI
- Determining the financial and nonfinancial benefits of social media