Social media engagement: What it is and tips to improve it
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Loading... - Derek Allen
- 24 Oct 2022
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Your social media engagement can always improve. There isn’t a maximum engagement level that one can reach. The more engaged your audience is, the more that other people will see your posts and the better you’ll achieve those social media goals.
Let’s dive more into the world of social media engagement so we can better understand how to increase it.
What is social media engagement?
Social media engagement is an umbrella term for actions that reflect and measure how much your audience interacts with your content. Social media engagement can include likes, comments and shares, but varies by platform.
For example, on Facebook, engagement means all possible ways of interacting with a Page’s posts and profile, messages and mentions, all added together. But engagement can be divided up into different areas:
· Interaction with your Page: call-to-action button clicks, profile clicks, any tab clicks
· Interaction with your posts: comments, likes, shares
· Interaction in direct messaging: messaging a Page or responding to a message
· Interaction with other Pages: mentions of your Page, commenting on other Pages’ posts
This is not an exhaustive list of engagement that can happen on Facebook but it gives you an idea of where you might start to narrow in on your goals.
When looking at engagement numbers between months or even years, this birds’ eye view is great at identifying a trend. But you need other metrics to understand how you can improve and uncover the bigger picture. The trick is understanding what engagement is on a broad level and how to examine it at a micro-level.
Tips for increasing your social media engagement
1. Know where to find engagement metrics
Most major social media networks like Twitter, Instagram and TikTok allow you to view your engagement metrics on their native analytics. These native dashboards allow you to see engagements including likes, comments, shares, impressions and more.
You can also use third-party social media management tools like Sprout Social to help you view and understand your engagement metrics in one place.
For example, you can see what posts performed the best by profile. In the below example, the number of Instagram engagements are added up for you. Along with engagement rate, you can view impressions and average reach per post.
How do you analyze this? If you see post engagement dropping week over week, then your posts need to be adjusted to better suit your audience (assuming nothing else has changed in the world or in your paid promotions).
If a post has a significantly higher engagement rate over the others, it’s important to make note of what made it stand out. This helps you identify what realm of content to focus on if you want to improve your engagement overall.
2. Set goals and define metrics
It’s important to understand the various social media metrics and what they mean on each platform. This is because your social media goals determine which metrics you use. For every goal, you need a related metric, which will determine if your social strategy is working or not.
Set clear engagement goals so you know what to focus your content efforts on. If you want more engagement on your posts, then you know you’ll need to focus on creating interesting content. The metrics that tie with it will be post engagement specific: how many people interacted with your posts and what types of engagement did they execute? Read More…
