Strictly measuring the number of fans or followers does not guarantee an engaging successful social presence. Today, marketers measure engagement by monitoring the number of actively engaged followers, rather than simply measuring population size. An actively engaged follower is someone who engages with or mentions your branded content on a regular basis. Actively engaged followers are critical to increasing your brand reach & trust on social networks.
It’s important to remember that engagement, unlike followers, cannot be strictly measured by one number since different types of engagement hold different weight. Every business has unique goals specific to the brand, industry and product or service set, resulting in a unique value for each engagement metric.
Most social networks have standard commenting on nearly all types of content. Comments not only add unique user-generated content to your profile page, but they also add your branded content to the news feeds of users connected to the follower who posted the comment. Therefore, comments are great for keeping the brand page filled with fresh content while increasing brand reach by more exposure in users’ feeds.
Nearly any content on social networks can be shared, whether it is a link, photo, video or comment. Sharing adds your branded content to a user’s page & news feed, which will increase brand reach & trust throughout the social network.
Brand mentions are very important for measuring sentiment and trust. Tune into your brand mentions on social media by using a social listening tool to understand how users discuss your brand, and to join the conversation when necessary.
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Endorsements are one of the oldest features and continue to play a huge role in social networking. A general endorsement (Like, +1, etc) on your brand page has the potential to add your branded content into the user’s daily content feed on a regular basis. Endorsements also increase brand reach, trust and authority since all endorsements are positive in nature.
Each social network has its own style and mechanism for each of these four most fundamental engagement metrics. Measuring & growing brand engagement on your chosen social networks will consistently turn social media users into customers.
Analyze how your best customers engage with your brand on social networks. Use this data to value each metric accordingly. This will allow your team to accurately tie value to each engagement metric and measure your social media marketing efforts in way that is relevant to the business goals.