Why engagement metrics matter on social media

It’s all about data.  Multi-national companies spend billions on collecting data and then even more on analysing that data.  And there’s a good reason for this, which is disregarding valuable data could well be detrimental to your social media success.

So, without a doubt, it is very important to seriously analyse your engagement metrics on social media.  After all, valuable information is at stake

Keeping the value of this information top of mind, it’s worth investing in a completing a  digital marketing course so that you are well equipped to adequately analyse your engagement metrics on social media, all of which is valuable stats to aid your digital marketing campaign.

Why you should care about engagement on social media?

We all know what the word engagement is linked to when used in the same context as social media, however the true meaning of engagement can get lost, especially when we are talking about measuring engagement metrics.

We can agree that engagement on social media includes shares, likes and comments but real engagement goes a little deeper than that, for example social media engagement involves building long-term customer relationships, fostering brilliant customer care behaviour and ultimately brand awareness boosting.

Engagement metrics on social media explained

Although the amount of engagement you receive on the social media networks may have no direct impact on your bottom line, it must be kept in mind that the benefits of engaging on social media need to be viewed as a long term investment.  Building solid relationships and continually boosting your brand takes time and effort, as well as budget.

Here are some valuable uses of evaluating your engagement metrics on social media:

  • SEO benefits – It can be quite a task to find the link between your social media engagement and increased SEO benefits, however recent studies have found that where there is high social media engagement there is definitely increased traffic to the website – which is the ultimate goal in all digital marketing strategies.
  • Analysing campaign effectiveness – All digital marketing campaigns cost time and money, so it stands to reason that return on investment must be measured and engagement metrics are a great way of measuring a campaigns effectiveness.
  • Conversion rate – Although direct sales are never guaranteed through engagement on social media, we can expect that there is most definitely a beneficial effect that often may lead to increased conversion rates.

Engagement metrics on social media

So, we’ve established that it’s important to analyse your engagement metrics on social media, but how do you measure social engagement.  Thankfully, there are a number of ways to do track our engagement, the most important ones are:

  • Applause – We all absolutely love getting ‘likes’ on our social media posts and this is for a good reason. Receiving applause is a good thing to monitor how effective your engagement actually is.
  • Amplification – This is an important metric to monitor as it involves how many times your content is shared for example whether your post is retweeted or shared on Facebook or across any network.
  • Conversion rate – The ultimate goal after applause and amplification is the conversation rate. This involves comments and replies on your posts.

The top social media metrics

All digital marketing campaigns need monitoring and tracking to answer the very important question of why you are engaging on social media.  The only way you can improve your social media marketing campaigns is to have a firm grasp and understanding of the metrics involved.

Here is a list of some of the main social media metrics to look out for:

  • Engagement – This metric lets you know how many people are engaging with your post. The main reason for posting in the first place is to increase engagement.  The engagement rate tells you how interested your audience is in what you are posting.
  • Reach – The aim of posting on social media is to get in front of as many viewers as possible, which may be the most important metric of all.
  • Referrals – Social media referrals is a measure of how many visitors your site is getting from social media. When someone lands on your site via a social media post that is called a social media referral.

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