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Last Updated on February 23, 2021
According to SocialPilot, the average engagement rate for all social media posts is 0.96%. In a further breakdown, video posts account for 0.75%, while carousel posts have an engagement rate of 0.86%. The ability to reach out and obtain a response from others is the whole idea behind social media engagement. In the world’s evolving digital culture, it’s almost impossible to imagine a social media platform without shares, likes, followers, etc. Besides, without these, how would you find a reliable database to assess your performance? This article brings to the fore how to do this effectively.
- Likes and shares
This is one of the most straightforward metrics you can use to track the number of people who engaged with a post you shared on social media. It’s worth knowing that the concept of ‘like’ and ‘share’ originated from Mark Zuckerberg’s Facebook. Over a period, other platforms such as YouTube and Twitter adopted it too. These two features give you immediate analytics on how relevant others find your post and are willing to share your original content with others.
Additionally, the share feature contributes largely to reaching many more people than you ordinarily could’ve by yourself. Riding on the back of other people’s followers or digital ‘friends’, you’re assured that your content can potentially go far and wide. In essence, ‘shares’ become public endorsements on various timelines. Furthermore, working based on the EdgeRank algorithm concept, the more people share your content, the more likely they’ll immediately see other posts you put up in the future.
- Facebook Live analytics
This is a metric tool that allows you to measure reactions, comments, live views and other elements on a Facebook Live post. Interestingly, this is the only reliable tool you can use to do the following:
- Evaluate your average audience per minute
- Track several video content engagement across different channels
- Gauge minute by minute engagements
Facebook Live Analytics most importantly enables you to visualise campaign metrics needed to compile your performance in a social media report. It takes a lot of creativity and industry knowledge to gain audience engagement in a Facebook Live video. To get a proper interpretation of these dynamics, Whatagraph is a useful online tool for this purpose. It works by tracking websites and other analytics to create a visual infographic report.
- Followers vs. following ratio
What’s social media without following others or having others follow you? Social media thrives on the sense of community. The digital platform it presents makes it possible to share interests and experiences with others. Nonetheless, the beauty of this digital community is a broad mix of people with varied backgrounds. So, how do your followers and following ratio help you measure your social media engagement? There’s a simple calculation to help you know where you stand.
Supposing you’re following 400 people when your followers are only 100, there’ll be a deficiency in your social media engagement. With that analogy, it’s clear how a balance in your followers versus following impacts digital engagement.
Moreover, there’s a trick to maintaining a fair balance between your followers and following in social media marketing. Digital marketers recommend following accounts that share similar or the same interests as you. The commonality displayed here is what boosts others’ interests in the content you post.
- Organic traffic vs paid performance
Organic traffic refers to the people you get access to by way of free posting. On the other hand, as the name implies, a paid activity or performance refers to the newly acquired market (additional traffic) accessed by paying for it. Otherwise known as ‘sponsored content,’ this is useful for social media campaigns that require a more comprehensive demographic reach than organic would have offered.
The advantage of this metric is the ability to offer a split engagement report that you can compare. More so, it becomes an excellent way to validate your social media Return on Profits (ROI). Again, it allows you to concentrate on what the best performing option is. Because a paid activity allows for a broader demographic, most people will opt for it. However, the deciding factor must be based on how a sponsored content translates into ROI.
- Lead generation
This generally refers to the processes used to foster consumer interest in a product or service. For every business marketing activity (even on social media), this is a crucial technique. Although lead generation on social media is mostly focused on awareness, it has proven to offer excellent potential.
Moreover, social media lead generation can be a phone number, email, address or other, which helps you target your audience. To measure your engagement using this metric, you’ll need to break the ice by initiating a conversation or chat with the new target market. However, remember not to do this in an intrusive way.
- Clicks per post
How many times did users click on links contained in your post? Measuring the number of times this is done helps you track and determine the extent of traffic your post is attracting. Clicks per post are essential when you share third-party content or a call-to-action link. To calculate engagement per click, follow the process below:
- Measure the total number of clicks made on the link contained in the post.
- Measure total impressions (number of times the ad or content was displayed).
- Divide the total number of clicks by total impressions. Then, multiply your result by 100 to get your Click-through-rate (CTR) percentage.
Clicks per post are easy to measure as they contribute to assessing your efforts on social media. Moreover, it’s convenient to detect whether your post’s links align with your core message and the demographics you targeted.
In conclusion, excellent social media engagement indicates how well your content performs across these digital social platforms. It’s also a mark of your ability to sustain interest among your target audience. By making use of tools such as Facebook analytics, and monitoring your likes, shares, followers ratio and lead generation process, you’ll be on course to maximize your engagements. Hopefully, this article helped you realize how to go about your social media engagements.