Ready to Commit
Every platform has its own way for measuring who is interested in what you’re offering. On Twitter, engagement is retweets, at-mentions and conversations. On Google+, engagement is measured in shares, comments and “plus ones.”
Facebook measurements for engagement appear equally simple; likes, shares and comments on each post or photo. But beware the dreaded Facebook algorithm! Page administrations must ask: Are fans of the page actually seeing the post?
Engaged users, those who like or share your content on a regular basis, see more posts. This is an example of organic reach, which means that the content you post is reaching your fans’ newsfeeds. To reach more fans, however, you must pay to “boost” the post. Paid reach will put your content in front of more people.
But it’s important to remember that many fans may “like” the page and not return. Your target market remains the percentage of fans who actively want to see your content, who regularly like and share your posts.
Put a Ring on It
How do marketers measure Facebook engagement? Is it as simple as likes, shares or comments divided by total fans?
Facebook itself keeps tabs on likes, reach, visits and how people are referred to your Facebook page. An important balance is the number of total fans versus the number of “reached” and “engaged” fans, as these can having strikingly different breakdowns of things such as gender, location or native language. This may not affect what content you share, but how you promote it (day, time zone, kind of photo, or even language).
Make it a Party
Nobody likes to be left hanging. When your fans or followers engage with comments or questions, get back to them! Sometimes it’s a simple as a thank you, like or favorite to comments or mentions. Sometimes it’s an opportunity to share even more of your content as a follow up to a question.
What else can you do to boost engagement?
- Write terrific promos that beg to be clicked, liked and shared
- Recognize that your biggest fans are working for you
- Weigh the strengths and weaknesses of different social media platforms, and figure out where “your people” are
- Don’t be afraid to try something new, even branching out to a previously unexplored platform like Pinterest
What’s engaging your fans and followers on social media? Have you adapted your approach over time? Tell us!