09 Apr 2020
Three engagement metrics every brand should measure
Measuring engagement metrics is vital to ensure that your content strategy does actually work. Why? Because having data and insight into your social media platforms will allow you to optimise each platform to its absolute fullest.
Your goal for each one of your social posts should be to have a clear message that you want your followers to understand.
By getting insight into the content that people engage with most, you will be able to determine what people actually like and what resonates with them. This allows you to see what content you need to post more of and which post types you should rather leave on the sidelines.
Measuring your social media engagement will allow you to get insight into where you need to change or adjust your strategy. These metrics will be able to tell you if people are sharing your content and your brand message on social media or not.
If these metrics show that people aren’t sharing or engaging with your content, you will know that your strategy needs an update! Make the necessary adjustments to ensure that you reach the correct audience on social media.
There are a lot of metrics to take into account, but it’s important to note that not all of them will be relevant to your brand, and that some are more important than others.
Here are three engagement metrics that are vital for all brands to measure:
It is important to measure the amount of Likes your posts receive because it gives you a clear indication of whether or not people are enjoying the content that you put out onto social media. On platforms with multiple reaction options, like Facebook and LinkedIn, it is essential that brands keep a close eye on which emojis people make use of the most when engaging with their content.
This is important as it helps you see whether someone’s reaction was positive or negative. For example, if you see that your posts have received a high number of engagements, you might view that as a good thing. However, upon viewing the type of ‘Like’, or emoji, you find that most of the ‘Likes’ are the angry face, meaning people are not happy with their content.
Not all of your social media posts will receive the same amount of Likes, and that is because people might not enjoy everything you post. Seeing who Likes your content often will allow you to become more aware of the type of content your followers want, and don’t want.
Keeping an eye on all of the comments your brand receives will allow you to spot issues arising and identify which content people really love to see. Comments are also a great way to engage with your audience and build a relationship with them. For example, you can always ask them what type of content they would want to see more of.
Some social media platforms, such as Twitter, Facebook and Instagram, actually show you who has shared your content. This gives you the opportunity to see who the sharer's following is, and start adjusting your content to reach that type of audience too.
Shares also show you what type of content is better and easier for your followers to share, meaning you can adjust your content in such a way that makes it easier and more appealing for your audience.
Social media is a vital tool for marketers to use during the lockdown. Read The importance of social media during lockdown to get the full scoop on the importance of social media.
Your goal for each one of your social posts should be to have a clear message that you want your followers to understand.
By getting insight into the content that people engage with most, you will be able to determine what people actually like and what resonates with them. This allows you to see what content you need to post more of and which post types you should rather leave on the sidelines.
Measuring your social media engagement will allow you to get insight into where you need to change or adjust your strategy. These metrics will be able to tell you if people are sharing your content and your brand message on social media or not.
If these metrics show that people aren’t sharing or engaging with your content, you will know that your strategy needs an update! Make the necessary adjustments to ensure that you reach the correct audience on social media.
There are a lot of metrics to take into account, but it’s important to note that not all of them will be relevant to your brand, and that some are more important than others.
Here are three engagement metrics that are vital for all brands to measure:
1. Likes
On most social media platforms, a Like is a one-click engagement that shows that a person enjoyed or agreed with your post. On some platforms, the Like button also contains different reaction emojis that allow people to choose an emotion that is relevant to their feeling towards a post.It is important to measure the amount of Likes your posts receive because it gives you a clear indication of whether or not people are enjoying the content that you put out onto social media. On platforms with multiple reaction options, like Facebook and LinkedIn, it is essential that brands keep a close eye on which emojis people make use of the most when engaging with their content.
This is important as it helps you see whether someone’s reaction was positive or negative. For example, if you see that your posts have received a high number of engagements, you might view that as a good thing. However, upon viewing the type of ‘Like’, or emoji, you find that most of the ‘Likes’ are the angry face, meaning people are not happy with their content.
Not all of your social media posts will receive the same amount of Likes, and that is because people might not enjoy everything you post. Seeing who Likes your content often will allow you to become more aware of the type of content your followers want, and don’t want.
2. Comments
Measuring comments is essential to a brand’s success on social media, because when someone comments on a post, it can go one of three ways:- The comment could be neutral, meaning that you are unable to detect if the comment is positive or negative. For example, a follower tags another person in the comment section without saying anything else.
- It could be positive, where you know the commenter enjoyed your content. For example, a follower might comment saying “I love your content!”
- The comment could be a negative, assuring you that the commenter does not like your content or your brand. For example, a comment might say “this content is terrible, look at the grammar issues.”
Keeping an eye on all of the comments your brand receives will allow you to spot issues arising and identify which content people really love to see. Comments are also a great way to engage with your audience and build a relationship with them. For example, you can always ask them what type of content they would want to see more of.
3. Shares
When people share your content on social media it means that it something they deliberately wanted to do. It could be because they agree with the content, really like it or want to share the message to their following.Some social media platforms, such as Twitter, Facebook and Instagram, actually show you who has shared your content. This gives you the opportunity to see who the sharer's following is, and start adjusting your content to reach that type of audience too.
Shares also show you what type of content is better and easier for your followers to share, meaning you can adjust your content in such a way that makes it easier and more appealing for your audience.
Social media is a vital tool for marketers to use during the lockdown. Read The importance of social media during lockdown to get the full scoop on the importance of social media.
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